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Chimamanda Ngozi Adichie is proving that just because you’re a feminist doesn’t mean you can’t wear makeup. Adichie is the new face of British makeup brand Boots No7, which is sold online and at stores, including Target.

The campaign, which launched last week, is called ‘Ready to Speak Up’ and aims to recognize that beauty is about more than just looking pretty. Boots chose Adichie to front the campaign as she has spoken publicly about how makeup is part of her identity as a feminist.

”I love makeup, and its wonderful possibilities for temporary transformation. And I also love my face after I wash it all off,” Adichie said in a press release.

“There is something exquisitely enjoyable about seeing yourself with a self-made new look. And for me that look is deeply personal.

“It isn’t about what is in fashion or what the rules are supposed to be. It’s about what I like.

“What makes me want to smile when I look in the mirror. What makes me feel slightly better on a dull day. What makes me comfortable.”

Although there are those out there who may not believe in Adichie’s message, that’s ok. Makeup isn’t for everyone, and if your brand of feminism says you shouldn’t wear it, then so be it.

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