British model and actress Lily Cole is the new face of The Body Shop’s cruelty-free makeup line and “Beauty with Heart” campaign.

The limited-edition product line, which is 100 percent vegetarian and has not been tested on animals, includes several great products including a trio of lip glosses, a hydrating pearl primer, a violet liquid eyeliner, and two cream-to-powder colors for lips and cheeks.

A longtime supporter of  environmental and humanitarian causes such as the World Wildlife Fund and the Ethical Justice Foundation, Lily Cole is no stranger to working for a good cause.

Cole was quoted: “I have long been an advocate of the potential of using business and consumer power to cause positive change. It feels amazing to be supporting a brand who are pioneers in that way of working.”

The Body Shop’s cruelty-free products are now available online and in retails stores nationwide. Check out the company’s website for more information about the campaign and new product line!

Image Credit: ecouterre