Jelena Abbou, a 35-year-old Serbian-American bodybuilder, has been unveiled as the newest face of MAC cosmetics.

According to her personal website, Abbou moved to the United States from Serbia when she was 20 to pursue fitness modeling and has since placed in numerous competitions as well as landing covers on fitness magazines.

On the strength of Abbou’s previous fitness covers for magazines like Oxygen and Bergen, she was chosen to represent the brand’s newest collection. The 19-piece makeup line, appropriately named “Strength,” will include five new matte lipsticks, neutral nail polishes, rouges, and eye shadows, and some eye-popping fluorescent lip liners, reported Elle magazine.

The outrageously toned Abbou proudly flaunts her muscles in the new ads, in a form fitting black patent leather gown and smoky cat-eye makeup. And while Abbou’s unusual body type might be atypical for most makeup brands, it’s hardly first time a first for the edgy company.

In recent years, the boundary-pushing cosmetics line has had a series unconventional faces represent the brand in the past including Beth Ditto, Ricky Martin, Dame Edna, Cyndi Lauper and Lady Gaga.

The “Strength” collection can be purchased in MAC stores and online through Jan. 30.

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