Fenty Beauty is a brand dealing with cosmetics that was launched on the 8th of September 2017 by the famous pop artist Rihanna. The brand is popular due to its inclusivity off all skin tones and sexes, especially the Pro Filt’R foundation that comes in 40 diverse shades. The launch of the 40 different shades of foundations was intentional with the aim of targeting individual with darker shades who found it hard getting their shades of foundation from other brands. In 2017, Fenty Beauty was named as one of the most important inventions of the year because of its balanced ratio of ‘quality to affordability’. Rihanna’s aspiration was to ensure that anyone who used the brand not only thought that it looked good on her but also felt good and confident about themselves when using wearing Fenty Beauty. Most cosmetic brands have found it rather difficult providing enough shades of foundations for the dark toned skin. Moreover, the beauty industry has failed the people of color in representation from the advertisements to their products. Thus, Fenty Beauty has taken the opportunity by providing more than 13 foundation shades that understand the different undertones of melanin. In Rihanna’s words, “Creation of Fenty Beauty was for everyone: for all women with different personalities, cultures, attitudes, and shades. I needed to make everyone feel included and that was the reason for making the brand”. In cultural conversations, diversity has been a huge aspect and eventually, the beauty industry has taken note. Initially, brands like Lancôme and MAC provided a great variety of shades that were scarcely available and too pricey but after the launch of Fenty Beauty, tremendous reaction and celebrations were experienced from the internet. The line gives excitement to women of all races on the same product which many makeup products have been unable to do.
The line initially took two years through its brand development phase where Rihanna trademarked her surname Fenty in 2014 for its future use in a variety of products. The launching of the line came on later after her collaboration with MAC cosmetics where she released 10 fragrances through Parlux Ltd. In the first month after launching, Fenty Beauty recorded over 72 million dollars media value earned which was way ahead of any other high-profile brands with the darker shades totally being sold out. Black women do spend about $7.5 billion on beauty products every year and Fenty Beauty finally took in the gap and serviced their needs. Moreover, the line has filled the gap of people with albinism who have always found it hard to find makeup that complements their skin. In addition, the marketing campaign and execution was so profound in its content transmission having included models from all diverse races and skin shades. Another added advantage to the success of the line was that Rihanna got 100% involved in the marketing, packaging, and formulation of the brand.
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Many people especially celebrities of color have given amazing reviews about the line through Instagram post and tweets which have had tremendous feedback from other users. Krystal Robertson, a 26 year old living with albinism says, “Fenty Beauty gave me an opportunity to believe that being myself was worth it and that the line has enabled women of color come together and embrace their beauty” Naomi Campbell, a former big six member of the 1990s supermodels praised Fenty Beauty where she says,” It is time we have an inclusive foundation rage and congratulations to all those who are doing it”. Amara Jones, an immigrant from Southern Sudan says, “I have struggled to find foundations with the darkest of shades for people with my skin tone but thanks to Fenty Beauty the struggle is over. I feel reborn and confident using their line.”
