Nadiya Hussain has lauded beauty products for their "special powers" after signing on as the face of IT Cosmetics.
The Great British Bake Off winner might be known for her winged eyeliner and pop of lip colour, as well as her cooking skills, but Nadiya admits she found make-up much later in life.
The 37-year-old didn't buy her first lipstick until she was 29, and said not being able to find a match for her skin tone put her off trying foundation.
However, it's a different story now, with Nadiya enjoying the process of applying her make-up, as well as the feeling it gives her.
"I truly believe they have special powers," she smiled to the Metro. "I could be wearing tracksuit bottoms and whack on a bit of CC cream, a little bit of foundation and mascara, and walk out feeling like the most powerful woman in the world. Very few things can give you that. And if something does make you feel like that, you should never, ever let go of it."
When she first burst onto TV screens in 2015 on The Great British Bake Off, Nadiya didn't have a scrap of make-up on her face and she now reveals that contestants weren't allowed to wear any while filming.
"I look back sometimes and think 'Girl, you should have put some Vaseline on at least!'" she laughed.
Since being crowned GBBO winner, Nadiya has become a TV staple. She's also penned numerous cookbooks and is now venturing into the world of beauty with her IT Cosmetics partnership.