MAC Cosmetics has addressed a series of negative comments left on its Instagram account after the Lauder-owned brand posted a close-up of model Aamito Lagum wearing new lip shade Matte Royal.

“M.A.C. stands for and respects All Ages, All Races, All Sexes. We celebrate the beauty of individuality, and the confidence to be who you are,” the company posted in response to the trolls.

The derogatory remarks sparked a social media campaign to celebrate the beauty of women the world-over – and offer support to Lagum – with Instagram user @fiyawata coining the hashtag #PrettyLipsPeriod, encouraging fellow users to post images of their full lips.