Year: 2015

The Concept: Make Up For Ever's new "Be You" campaign features Andreja Pejic, the first-ever female transgender model to land a large cosmetics contract. The campaign begs women to be fearless -- to embrace transformation and live boldly and authentically.

The Impact: Casting a trans woman as the star of a major makeup campaign helps to redefine traditional standards of beauty in a big way. Pejic's confidence and boundary-pushing message show that we are all in a constant state of transition in our own way, and that self-acceptance sets the ultimate foundation for beauty.