Models and movie stars endorsing and posing for beauty products became the order of the fashion world. But Beauty and Pin-Ups, a haircare brand, chose Katie Meade to define beauty in a slightly different way than how it was understood for so long.

Meade, a 34-year-old model with Down syndrome, is quite excited about her new assignment.

“I’m really excited to be on the packaging of the new treatment,” she said. “I love all the products — I’ve tried Fearless and I love it because it makes my hair soft.”

Meade is the face of Beauty and Pin-Ups’ new hair care product, the “Fearless Hair Rescue Treatment.” It is an intensive care product which protects the hair from damages and rebuilds broken bonds.

“It’s pretty cool because I love being a part of the Beauty & Pin-ups family, and I love being a part of Best Buddies and interacting with people,” she told the PeopleStyle.

Beauty & Pin-Ups CEO Kenny Kahn said that he was, at first, looking for the kind of models who feature on the rest of its products. But having met Meade already through Best Buddies, a non-profit organization of which Meade is an ambassador, he knew she was the perfect face for the product.

“The Beauty & Pin-Ups brand is a celebration of the empowerment of a woman and what it took to be a pin-up in 1935, and carrying that message in a modern sense,” Kahn said. “So as we were launching this product, in our mind it could have been the next traditional pin-up — but as soon as we came up with the name “Fearless” it was really easy, we were like, ‘Well Katie’s fearless.’”

The partnership with Beauty and Pin-Ups also officially made Meade the first-ever model with Down syndrome to campaign for a beauty product, the Gloss reported.

“People see me for who I am and they see me not as someone with a disability, but that I have ability,” she said. “And I like to try new different things and I inspire women to do that. Beauty belongs to everybody.”