American cosmetics company Estée Lauder is winning praise in China over its latest brand ambassador: one of the world’s biggest names in mixed martial arts.

Zhang Weili, a native of northern China’s Hebei province, has been named the new face of Estée Lauder makeup, breaking with a long-standing tradition of models and entertainment icons being tapped to endorse beauty products. A promotional video for the brand’s Chinese market shows the 30-year-old UFC strawweight champion applying a makeup product from Estée Lauder’s Double Wear collection before entering the ring to pound a hapless punching bag.

“You finally found a great ambassador!” one person wrote under the beauty company’s announcement on microblogging platform Weibo. “Finally, our (women’s) beauty is not just limited to celebrities or models, but also (includes) other cool women!” commented another.

This is not the first time international brands have aimed to become more inclusive by breaking with traditional beauty conventions. Last month, Victoria’s Secret smashed the stereotypical curvy image associated with its name by appointing Zhou Dongyu — a lanky, willowy actress — as its China brand ambassador. Some argued, however, that the move would hardly instill body positivity and eliminate gender discrimination overnight. (Image: From @雅诗兰黛 on Weibo)