Noted lipstick lover and feminist Chimamanda Ngozi Adichie is the new face of Boots No7 makeup, as reported by Vogue U.K. Adichie has long been outspoken about her belief that being a feminist, looking feminine, and wearing high heels and lipstick shouldn’t be mutually exclusive. Of the campaign, Adichie said, “I think much of beauty advertising relies on a false premise — that women need to be treated in an infantile way, given a ‘fantasy’ to aspire to … Real women are already inspired by other real women, so perhaps beauty advertising needs to get on board.”

Now she’s personally involved in making sure beauty advertising is “on board,” Adichie also talked about the joy in making beauty choices for yourself:

“I love make-up and its wonderful possibilities for temporary transformation. And I also love my face after I wash it all off,” she said in a statement. “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.”