Buxom, the big, bold, sexy colour cosmetics brand known for best-selling lip plumping products is proud to welcome its newest spokesmodel to the family: Shay Mitchell, a multifaceted actress, beauty guru, influencer, entrepreneur, author, and lifestyle blogger.

Having risen to fame with a lead role on the hit television series Pretty Little Liars, Mitchell has a strong voice for what she believes in and demonstrates unapologetic confidence both on and off the screen—a combination of characteristics that make her the perfect Global Creative Brand Ambassador for BUXOM Cosmetics, says the company.

While Mitchell’s first campaign is set to launch in July for BUXOM’s newest lip innovation, the actress’ partnership with the brand will extend beyond the average spokesmodel duties, insists the company. As a trusted beauty authority, she will actively collaborate with the global cosmetics brand to help develop creative content and social media campaigns, as well as new products and shades.

“I’ve kept BUXOM products in my makeup bag for years and I can’t wait to share my love for the brand,” said Mitchell. “I’m obsessed with beauty and excited to help BUXOM move into new makeup categories that I love and use everyday.”

One of her many projects as Global Creative Brand Ambassador was inspired by her signature look.

“Shay Mitchell is a trendsetter who never fails to make a bold fashion statement, confidently speak her mind, or share her passion for adventure—fully embodying everything BUXOM stands for as a brand,” said Betty Kim-English, Senior Vice President Global BUXOM. “We are thrilled to have a unique partnership with Shay, who we plan to partner with closely to help grow BUXOM globally, build brand awareness, and attract new customers.”

Aside from appearing in BUXOM’s digital and social media campaigns, Mitchell will utilise her social media platforms to create content for her fans featuring the socially-driven brand. Content will range from YouTube tutorials, a platform on which she has already generated over 110 million views, to Facebook, Twitter, and Instagram activations designed to engage her 29 million followers.

BUXOM was founded in 2007 and is now a subsidiary of Shiseido Americas Corporation.