Shiseido Makeup has announced that its newest Global Brand Ambassador is actress, activist, and model Hunter Schafer. Shiseido selected Schafer because the brand believes “that beauty comes alive when inner and outer beauty are in dynamic harmony. Nobody embodies this concept better than actress and artist Hunter Schafer.”

Best known for her debut on HBO’s Euphoria, Schafer inspires, ignites change, and transcends boundaries by celebrating individuality on and off the screen. Here, she shares the details of her partnership in this interview with Shiseido:

What made you want to partner with SHISEIDO?

When I look at SHISEIDO, I see a level of artistic energy that is really unique. As someone who likes to be artistic with makeup, that was something that instantly attracted me to the brand. SHISEIDO is about more than trying to look pretty or appeal to a specific standard of beauty. SHISEIDO is parallel to art.

What do you hope to accomplish by partnering with SHISEIDO?

By partnering with SHISEIDO, I want to bring more visibility to the notion that you can move beyond one beauty ideal or standard. I’m about leveling up and finding your own frequency in makeup.

How do you create harmony between inner and outer beauty?

It starts by looking inward and expressing that feeling on the outside. At the same time, I feel like you can play and use makeup to discover things about yourself that you may not have seen otherwise.

What are your favorite avenues of self-expression?

Acting. I didn’t realize how much I started to depend on it until we stopped filming and I missed it so much. I really have a deep feeling that I need it. Before acting came along, it was visual arts. I still like to draw and doodle. There’s definitely a common thread between all of those things in that you’re pulling from a creative place.

How does makeup play a role in your life?

For the past two years, I’ve started wearing less makeup on my own time. As far as developing a character, however, makeup was vital and something I really enjoyed collaborating with our makeup artists on. There’s so much that lies within makeup—it’s a storytelling device. Earlier on in my life, I used it to affirm myself. I needed something to make other people understand how I felt on the inside.

How has your relationship with beauty changed as you’ve gotten older?

My relationship to beauty has definitely become more nonchalant. When I was younger, I was more concerned with looking pretty or trying to be something. Whereas now, when I do wear makeup, I’m using it to bring something internal into the external world.

How do you think beauty is evolving and being redefined?

I can only come at it from my perspective, but from what I’ve seen in the beauty world, I think we’re experiencing a massive movement toward something more artistic and non-binary. I think that’s important because makeup is for everyone if they want it. It’s an exciting tool. There’s a greater understanding of the universalness that can be attached to makeup.

The actress and artist will first appear in a brand campaign beginning in 2021.