Angelina Jolie has been announced as the first-ever celebrity face for Tom Ford Beauty, promoting the new Runway Lip Color collection set to launch on September 3. This collection includes 18 shades, with prices ranging from $46 for lip pencils to $62 for lipsticks, and is a strategic attempt to revitalize the brand's underperforming lip category. The collection features a hydrating formula designed for a luxurious feel and long-lasting color, replacing the previous Lip Color franchise. The campaign, shot by renowned photographers Mert Alas and Marcus Piggott, emphasizes Jolie's iconic status and her commitment to self-expression and empowerment. This move comes in light of Estée Lauder's recent SEC filing reporting a decrease in net sales for Tom Ford's makeup division, primarily due to the lip subcategory's struggles. As the brand aims for $1 billion in annual net sales, industry experts estimate that the Runway Lip Color could generate $50 million in its first year.