diff --git a/README.md b/README.md
index 14591e43..12e6779d 100644
--- a/README.md
+++ b/README.md
@@ -356,6 +356,16 @@ E.g. `mvn gitflow:release-finish -DpostReleaseGoals=deploy` will run `mvn deploy
 
 The `gitflow:hotfix-finish` goal has `preHotfixGoals` and `postHotfixGoals` parameters which can be used to run defined Maven goals before and after the hotfix respectively.
 
+### Activating custom Maven profiles
+
+The `profiles` parameter is avaliable for all maven commands executed.
+
+The `mvn gitflow:feature-finish` goal has `preFeatureFinishProfiles` and `postFeatureFinishProfiles` parameters, which will be activated for the corresponding goals.
+
+The `mvn gitflow:hotfix-finish` goal has `preHotfixProfiles` and `postHotfixProfiles` parameters, which will be activated for the corresponding goals.
+
+The `mvn gitflow:release-finish` and `mvn gitflow:release` goal both have `preReleaseProfiles` and `postReleaseProfiles` parameters, which will be activated for the corresponding goals.
+
 # Non-interactive Mode
 
 Maven can be run in non-interactive (batch) mode. By using non-interactive mode goals can be run in continuous integration environment.
diff --git a/src/main/java/com/amashchenko/maven/plugin/gitflow/AbstractGitFlowMojo.java b/src/main/java/com/amashchenko/maven/plugin/gitflow/AbstractGitFlowMojo.java
index 835aa49e..312d918c 100644
--- a/src/main/java/com/amashchenko/maven/plugin/gitflow/AbstractGitFlowMojo.java
+++ b/src/main/java/com/amashchenko/maven/plugin/gitflow/AbstractGitFlowMojo.java
@@ -49,6 +49,8 @@
 import org.codehaus.plexus.util.cli.CommandLineUtils;
 import org.codehaus.plexus.util.cli.Commandline;
 
+import static java.util.Arrays.asList;
+
 /**
  * Abstract git flow mojo.
  * 
@@ -271,6 +273,14 @@ public AbstractGitFlowMojo() {
         gitModulesExists = FileUtils.fileExists(".gitmodules");
     }
 
+    /**
+     * Maven profiles to activate for every maven goal.
+     *
+     * @since 1.19.0
+     */
+    @Parameter(property = "profiles")
+    private String profiles;
+
     /**
      * Initializes command line executables.
      * 
@@ -1248,17 +1258,25 @@ protected void mvnCleanInstall() throws MojoFailureException,
     }
 
     /**
-     * Executes Maven goals.
-     * 
+     * Executes Maven goals, with activated profiles.
+     *
      * @param goals
      *            The goals to execute.
+     * @param profiles
+     *            The profiles to activate.
      * @throws Exception
      *             If command line parsing or execution fails.
      */
-    protected void mvnRun(final String goals) throws Exception {
-        getLog().info("Running Maven goals: " + goals);
+    protected void mvnRun(final String goals, final String profiles) throws Exception {
+        getLog().info("Running Maven goals: " + goals + ", profiles: " + profiles);
+
+        final List<String> args = asList(CommandLineUtils.translateCommandline(goals));
 
-        executeMvnCommand(CommandLineUtils.translateCommandline(goals));
+        if (StringUtils.isNotBlank(profiles)) {
+            args.add("-P" + profiles);
+        }
+
+        executeMvnCommand(args.toArray(new String[args.size()]));
     }
 
     /**
@@ -1320,7 +1338,11 @@ private void executeGitCommand(final String... args)
      */
     private void executeMvnCommand(final String... args)
             throws CommandLineException, MojoFailureException {
-        executeCommand(cmdMvn, true, argLine, args);
+        final List<String> localArgs = asList(args);
+        if (StringUtils.isNotBlank(profiles)) {
+            localArgs.add("-P" + profiles);
+        }
+        executeCommand(cmdMvn, true, argLine, localArgs.toArray(new String[localArgs.size()]));
     }
 
     /**
diff --git a/src/main/java/com/amashchenko/maven/plugin/gitflow/GitFlowFeatureFinishMojo.java b/src/main/java/com/amashchenko/maven/plugin/gitflow/GitFlowFeatureFinishMojo.java
index 1376431c..b972b37f 100644
--- a/src/main/java/com/amashchenko/maven/plugin/gitflow/GitFlowFeatureFinishMojo.java
+++ b/src/main/java/com/amashchenko/maven/plugin/gitflow/GitFlowFeatureFinishMojo.java
@@ -91,6 +91,15 @@ public class GitFlowFeatureFinishMojo extends AbstractGitFlowMojo {
     @Parameter(property = "preFeatureFinishGoals")
     private String preFeatureFinishGoals;
 
+    /**
+     * Maven profiles to activate in the feature branch before merging into the
+     * development branch.
+     * 
+     * @since 1.19.0
+     */
+    @Parameter(property = "preFeatureFinishProfiles")
+    private String preFeatureFinishProfiles;
+
     /**
      * Maven goals to execute in the development branch after merging a feature.
      *
@@ -99,6 +108,14 @@ public class GitFlowFeatureFinishMojo extends AbstractGitFlowMojo {
     @Parameter(property = "postFeatureFinishGoals")
     private String postFeatureFinishGoals;
 
+    /**
+     * Maven profiles to activate in the development branch after merging a feature.
+     * 
+     * @since 1.19.0
+     */
+    @Parameter(property = "postFeatureFinishProfiles")
+    private String postFeatureFinishProfiles;
+
     /**
      * Whether to increment the version during feature-finish goal.
      *
@@ -110,7 +127,8 @@ public class GitFlowFeatureFinishMojo extends AbstractGitFlowMojo {
     /** {@inheritDoc} */
     @Override
     public void execute() throws MojoExecutionException, MojoFailureException {
-        validateConfiguration(preFeatureFinishGoals, postFeatureFinishGoals);
+        validateConfiguration(preFeatureFinishGoals, preFeatureFinishProfiles,
+            postFeatureFinishGoals, postFeatureFinishProfiles);
 
         try {
             // check uncommitted changes
@@ -157,7 +175,7 @@ public void execute() throws MojoExecutionException, MojoFailureException {
 
             // maven goals before merge
             if (StringUtils.isNotBlank(preFeatureFinishGoals)) {
-                mvnRun(preFeatureFinishGoals);
+                mvnRun(preFeatureFinishGoals, preFeatureFinishProfiles);
             }
 
             String featureVersion = getCurrentProjectVersion();
@@ -213,7 +231,7 @@ public void execute() throws MojoExecutionException, MojoFailureException {
 
             // maven goals after merge
             if (StringUtils.isNotBlank(postFeatureFinishGoals)) {
-                mvnRun(postFeatureFinishGoals);
+                mvnRun(postFeatureFinishGoals, postFeatureFinishProfiles);
             }
 
             if (installProject) {
diff --git a/src/main/java/com/amashchenko/maven/plugin/gitflow/GitFlowHotfixFinishMojo.java b/src/main/java/com/amashchenko/maven/plugin/gitflow/GitFlowHotfixFinishMojo.java
index 013be434..a3aef82c 100644
--- a/src/main/java/com/amashchenko/maven/plugin/gitflow/GitFlowHotfixFinishMojo.java
+++ b/src/main/java/com/amashchenko/maven/plugin/gitflow/GitFlowHotfixFinishMojo.java
@@ -70,6 +70,15 @@ public class GitFlowHotfixFinishMojo extends AbstractGitFlowMojo {
     @Parameter(property = "preHotfixGoals")
     private String preHotfixGoals;
 
+    /**
+     * Maven profiles to activate in the hotfix branch before merging into the
+     * production or support branch.
+     * 
+     * @since 1.19.0
+     */
+    @Parameter(property = "preHotfixProfiles")
+    private String preHotfixProfiles;
+
     /**
      * Maven goals to execute in the release or support branch after the hotfix.
      *
@@ -78,6 +87,14 @@ public class GitFlowHotfixFinishMojo extends AbstractGitFlowMojo {
     @Parameter(property = "postHotfixGoals")
     private String postHotfixGoals;
 
+    /**
+     * Maven profiles to activate in the release or support branch after the hotfix.
+     * 
+     * @since 1.19.0
+     */
+    @Parameter(property = "postHotfixProfiles")
+    private String postHotfixProfiles;
+
     /**
      * Hotfix version to use in non-interactive mode.
      *
@@ -143,7 +160,8 @@ public class GitFlowHotfixFinishMojo extends AbstractGitFlowMojo {
     /** {@inheritDoc} */
     @Override
     public void execute() throws MojoExecutionException, MojoFailureException {
-        validateConfiguration(preHotfixGoals, postHotfixGoals);
+        validateConfiguration(preHotfixGoals, preHotfixProfiles,
+            postHotfixGoals, postHotfixProfiles);
 
         try {
             // check uncommitted changes
@@ -220,7 +238,7 @@ public void execute() throws MojoExecutionException, MojoFailureException {
 
             // maven goals before merge
             if (StringUtils.isNotBlank(preHotfixGoals)) {
-                mvnRun(preHotfixGoals);
+                mvnRun(preHotfixGoals, preHotfixProfiles);
             }
 
             String currentHotfixVersion = getCurrentProjectVersion();
@@ -270,7 +288,7 @@ public void execute() throws MojoExecutionException, MojoFailureException {
 
             // maven goals after merge
             if (StringUtils.isNotBlank(postHotfixGoals)) {
-                mvnRun(postHotfixGoals);
+                mvnRun(postHotfixGoals, postHotfixProfiles);
             }
 
             // check whether release branch exists
diff --git a/src/main/java/com/amashchenko/maven/plugin/gitflow/GitFlowReleaseFinishMojo.java b/src/main/java/com/amashchenko/maven/plugin/gitflow/GitFlowReleaseFinishMojo.java
index 9acfd240..51310de4 100644
--- a/src/main/java/com/amashchenko/maven/plugin/gitflow/GitFlowReleaseFinishMojo.java
+++ b/src/main/java/com/amashchenko/maven/plugin/gitflow/GitFlowReleaseFinishMojo.java
@@ -135,6 +135,15 @@ public class GitFlowReleaseFinishMojo extends AbstractGitFlowMojo {
     @Parameter(property = "preReleaseGoals")
     private String preReleaseGoals;
 
+    /**
+     * Maven profiles to activate in the release branch before merging into the
+     * production branch.
+     * 
+     * @since 1.19.0
+     */
+    @Parameter(property = "preReleaseProfiles")
+    private String preReleaseProfiles;
+
     /**
      * Maven goals to execute in the production branch after the release.
      *
@@ -143,6 +152,14 @@ public class GitFlowReleaseFinishMojo extends AbstractGitFlowMojo {
     @Parameter(property = "postReleaseGoals")
     private String postReleaseGoals;
 
+    /**
+     * Maven profiles to activate in the production branch after the release.
+     * 
+     * @since 1.19.0
+     */
+    @Parameter(property = "postReleaseProfiles")
+    private String postReleaseProfiles;
+
     /**
      * Whether to make a GPG-signed tag.
      *
@@ -182,7 +199,8 @@ public class GitFlowReleaseFinishMojo extends AbstractGitFlowMojo {
     /** {@inheritDoc} */
     @Override
     public void execute() throws MojoExecutionException, MojoFailureException {
-        validateConfiguration(preReleaseGoals, postReleaseGoals);
+        validateConfiguration(preReleaseGoals, preReleaseProfiles,
+            postReleaseGoals, postReleaseProfiles);
 
         try {
             // check uncommitted changes
@@ -243,7 +261,7 @@ public void execute() throws MojoExecutionException, MojoFailureException {
 
             // maven goals before merge
             if (StringUtils.isNotBlank(preReleaseGoals)) {
-                mvnRun(preReleaseGoals);
+                mvnRun(preReleaseGoals, preReleaseProfiles);
             }
 
             String currentReleaseVersion = getCurrentProjectVersion();
@@ -285,7 +303,7 @@ public void execute() throws MojoExecutionException, MojoFailureException {
 
             // maven goals after merge
             if (StringUtils.isNotBlank(postReleaseGoals)) {
-                mvnRun(postReleaseGoals);
+                mvnRun(postReleaseGoals, postReleaseProfiles);
             }
 
             if (notSameProdDevName()) {
diff --git a/src/main/java/com/amashchenko/maven/plugin/gitflow/GitFlowReleaseMojo.java b/src/main/java/com/amashchenko/maven/plugin/gitflow/GitFlowReleaseMojo.java
index ad64a3c9..6d1c04a6 100644
--- a/src/main/java/com/amashchenko/maven/plugin/gitflow/GitFlowReleaseMojo.java
+++ b/src/main/java/com/amashchenko/maven/plugin/gitflow/GitFlowReleaseMojo.java
@@ -131,6 +131,14 @@ public class GitFlowReleaseMojo extends AbstractGitFlowMojo {
     @Parameter(property = "preReleaseGoals")
     private String preReleaseGoals;
 
+    /**
+     * Maven profiles to activate before the release.
+     * 
+     * @since 1.19.0
+     */
+    @Parameter(property = "preReleaseProfiles")
+    private String preReleaseProfiles;
+
     /**
      * Maven goals to execute after the release.
      * 
@@ -139,6 +147,14 @@ public class GitFlowReleaseMojo extends AbstractGitFlowMojo {
     @Parameter(property = "postReleaseGoals")
     private String postReleaseGoals;
 
+    /**
+     * Maven profiles to activate after the release.
+     * 
+     * @since 1.19.0
+     */
+    @Parameter(property = "postReleaseProfiles")
+    private String postReleaseProfiles;
+
     /**
      * Whether to make a GPG-signed tag.
      * 
@@ -158,7 +174,8 @@ public class GitFlowReleaseMojo extends AbstractGitFlowMojo {
     /** {@inheritDoc} */
     @Override
     public void execute() throws MojoExecutionException, MojoFailureException {
-        validateConfiguration(preReleaseGoals, postReleaseGoals);
+        validateConfiguration(preReleaseGoals, preReleaseProfiles,
+            postReleaseGoals, postReleaseProfiles);
 
         try {
             // set git flow configuration
@@ -243,7 +260,7 @@ public void execute() throws MojoExecutionException, MojoFailureException {
 
             // maven goals before release
             if (StringUtils.isNotBlank(preReleaseGoals)) {
-                mvnRun(preReleaseGoals);
+                mvnRun(preReleaseGoals, preReleaseProfiles);
             }
 
             Map<String, String> messageProperties = new HashMap<>();
@@ -281,7 +298,7 @@ public void execute() throws MojoExecutionException, MojoFailureException {
 
             // maven goals after release
             if (StringUtils.isNotBlank(postReleaseGoals)) {
-                mvnRun(postReleaseGoals);
+                mvnRun(postReleaseGoals, postReleaseProfiles);
             }
 
             if (notSameProdDevName()) {