Edgy beauty brand Urban Decay has just announced gender fluid model Ruby Rose as the new face of its campaign.

Introducing the ​Orange Is The New Black's actress as Most Addictive New Vice, the L'Oreal label posted a photo of Rose on its Instagram account sporting sultry cat eyes and hot pink lips, teamed up with her badass signature tattoos. The model shared the same photo with her almost seven million followers.  

The ad comes just months after singer Gwen Stefani launched her own range for Urban Decay, but this seems a step forward for the gender fluid movement.  

In 2014, the 29-year-old actress and DJ released a video entitled Break Free in which she identifies herself as gender fluid and embraces the subject of "gender roles, Trans, and what it is like to have an identity that deviated from the status quo". Since then Rose became one of the most influential LGBT ambassadors.

“Urban Decay believes in supporting individuality and personal self-expression—two values I hold very dear—because everyone deserves the freedom to explore their personality and discover their true selves,”  she said.

Wende Zomnir, co-founder of the cult makeup brand, explained why Rose is perfect fit for the brand’s values: “The Urban Decay girl is not only the coolest in the room but also the nicest. So when Ruby Rose hit the scene, we were immediately hooked: with her badass look, f***-it attitude and playful spirit, she nails what it means to be feminine, dangerous, and fun.”

Orange is the New Black's Taylor Shilling with Ruby Rose

The brand is yet to clarify whether this is just a campaign or if Rose has worked in a line of products.

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