The news marks the first time a "plus-sized" model has landed a major beauty contract . It sounds odd — outlandish, even — that in 2018, during an era of women's empowerment, that this is the case. (Especially given the statistics that, among the 67% of U.S. women who wear a size 14 or above , only 2% of these images are shown in mainstream media.) But Graham says it perfectly: "Lipstick has no size. Beauty is beyond size. So there is no reason why we shouldn't see all different shapes and sizes in major campaigns."