With a dizzying fanfare, she was brought in as the 'face of modern diversity'.
But days after she was announced as L'Oreal's first transgender model, Munroe Bergdorf launched an extraordinary rant declaring all white people racist.
The 29-year-old British star, who appeared in the cosmetic giant's recent '#allworthit' campaign alongside Cheryl Cole and Katie Piper, now faces being dropped from her lucrative new role.
In a lengthy Facebook rant, she wrote: 'Honestly I don't have energy to talk about the racial violence
of white people any more. Yes ALL white people.
'Because most of ya'll don't even realise or refuse to acknowledge that your existence, privilege and success as a race is built on the backs, blood and death of people of colour. Your entire existence is drenched in racism. From micro-aggressions to terrorism, you guys built the blueprint for this s***.
'Come see me when you realise that racism isn't learned, it's inherited and consciously or unconsciously passed down through privilege.
'Once white people begin to admit that their race is the most violent and oppressive force of nature on Earth… then we can talk.
'Until then stay acting shocked about how the world continues to stay f***** at the hands of your ancestors and your heads that remain buried in the sand with hands over your ears.'
The stars of the advertising campaign were selected by L'Oreal as part of its ongoing drive to celebrate diversity and inclusivity in beauty.
Earlier this year the company, which also uses Helen Mirren as one of its regular models, claimed its focus on diversity had pushed sales and led people to reappraise the brand. It also recently launched a mentoring initiative in partnership with The Prince's Trust, which aims to help young people become more confident.
Last night a company insider said: 'L'Oreal do not in any way condone or agree with Munroe's comments. Obviously this is all highly embarrassing and very much goes against message.
'To drop her now would be something of a PR disaster but, at the same time, they cannot be seen to be endorsing any kind of racism or extremism. Conversations about her future are taking place.'
Miss Bergdorf, who was born a boy called Ian, works as a DJ and trans activist in addition to her modelling. She began living as a woman at the age of 18 but was prescribed hormones by a doctor only four years ago.
The London-raised campaigner recently spoke of how she hopes to play a part in the changing face of the beauty industry.
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