American model Kate Upton has been announced as the new face of cosmetics company Bobbi Brown, replacing the brand’s first-ever celebrity spokesperson Katie Holmes.

Brown said she was drawn to Upton because she was comfortable in her own skin.

“She has such positive energy, and is a woman who creates her own rules.”

The 21-year-old earned a name for herself as a Sports Illustrated model, and has since appeared on the covers of British, American and Italian Vogue, as well as on the iconic Vanity Fair 100th anniversary issue.

“I’m thrilled to be the face of Bobbi Brown Cosmetics. Bobbi is an American success story – she created a global brand from an idea that women can be beautiful being exactly who they are and I love that,” Upton says.

The model’s first campaign for Bobbi Brown will be released in July.