While its clear that this brand stands on an unshakable set of values, it still manages to keep things light with a relatable and lively brand voice, using fun shade names like Fruit Snackz and Mauve Wive$ and products like Full Frontal Mascara. ', MAKEUP IS THERE FOR YOU TO PLAY WITH. [36] Taken from the line's popular Killawatt Freestyle Highlighter "Trophy Wife" (metallic gold),[37] "Dirty Thirty" was packaged with XXX (the Roman numerals for 30) instead of the brand's FB logo. Fenty Beauty believes that regardless of race, color, appearance and personality, everyone has the right to use makeup to express his or her understanding of beauty. TO RECEIVE AN IN STOCK NOTIFICATION, ENTER YOUR EMAIL ADDRESS AND CLICK 'SIGN UP. Fenty Beauty connected emotionally with women who had long been treated as though they didn't exist by the beauty industry. In an interview with Vogue, Rihanna revealed the scent has notes of magnolia, musk, tangerine, blueberry, Bulgarian rose, and patchouli. September 7, 2017. The brand expects the new store to make Fenty Beauty even more accessible to its digitally savvy Chinese consumers whilst staying true to its 100% cruelty-free commitment., Freshlight, the Hair Cosmetic Brand that Leads the Kawaii Fashion. Most importantly, Rihanna creates makeup to inspire: Makeup is there for you to have fun with, she says. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc. According to BoF, Rihannas Fenty Beauty range did nearly 500 million in its first full year in business, which has outsold its biggest rival Kylie Cosmetics. The first-ever global beauty launch in history, Fenty Beauty by Rihanna premiered simultaneously online and in 1,620 stores in more than 17 countries. Even for some hard-to-pull-off colors like lilac and icy blue that are rarely seen in makeups, Fenty beauty makes them surprisingly flattering on different skin tones: the iridescent hue pops and gives a soft icy look like a true snow queen. What is Fenty brand personality? Keep in mind it may not work for your brand to be sarcastic. Started by contemporary goth pin-up icon and TV personality Katherine Von Drachenberg also known as Kat Von D . For too long, makeup counters were inhospitable places for women (and men) of color, such as myself. Save my name, email, and website in this browser for the next time I comment. It encourages people to have fun with makeup instead of to wear it like a uniform. [69] The launch also helped raise LVMH's cosmetic and perfume sales for the third quarter of 2017 by 17%. Jenner became an overnight celebrity when she starred in the television series, Keeping Up with the Kardashians, in 2007 at age 15. . How Did Perfect Diary Become a Top Cosmetic Brand in China? This cookie is set by GDPR Cookie Consent plugin. its ground-breaking social change. Last month Rihannas new makeup line exceeded expectations at its launch and has since dominated conversations on social media. Fenty beauty is a cosmetic line that was launched in September 2017 in partnership with one of the top ranking internet retailers in America called Sephora. if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[728,90],'amplifyxl_com-large-leaderboard-2','ezslot_11',195,'0','0'])};__ez_fad_position('div-gpt-ad-amplifyxl_com-large-leaderboard-2-0');In fact, people who want to relax and pamper themselves are an importantsegment of the beauty market. It does not store any personal data. Straight forward product names like Brow Flick, Lash Slick, and Perfecting Skin Tint, are consistent with the brands down-to-earth, minimalist, but cool-girl personality. In the United Kingdom, Fenty Beauty was exclusive to Harvey Nichols department stores[13] until May 2019, where the line would also become available in the high street chemist Boots UK. Pro Filt'r Mini Soft Matte Longwear Foundation, New! if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[728,90],'amplifyxl_com-large-mobile-banner-2','ezslot_17',600,'0','0'])};__ez_fad_position('div-gpt-ad-amplifyxl_com-large-mobile-banner-2-0');Some consumers like to use makeup to cover up skin defects or blemishes. Groundbreaking, innovative products with an instant payoff that delivers ultimate pleasure to all the senses. [29][30][31][32][33] Reviewing the product at BuzzFeed News, Leticia Miranda noted the history of controversy around red lipstick for women of color, stating the context made the choice of color for Stunna "assertive, confrontational, unapologetic". It is of course, for the RiRi fans, but more importantly, for all makeup lovers. And so, these people are the primary segment of the Fenty Beauty target market. As Mintel states, "beauty is being redefined on a daily basis by consumers", and brands are increasingly catering to a diverse pool of consumers.. It believes that makeup should not be a pressure but a way to express yourself. When I get home, I try it on and feel normal. As a Black woman, Rihanna had previously been honest about her own struggles finding makeup that matched her skin tone. Many people use makeup to make a statement about how they feel or what they think. She has no problem responding to doubters and trolls, and Fenty Beauty has followed suit. . Before that, most of the mainstream cosmetics brands ignored the needs of dark complexion, and the revolution made by Fenty Beauty was undoubtedly its breakthrough. Rihanna will now return for a new Fenty X Puma collaboration. The impact generated by the brand is far beyond our imagination: not only on product innovation, but also on reshaping the consumers mindset and the whole industry. In this case, the desire isnt to cover up blemishes or wrinkles; instead, theyre after the smell of perfume or a scent that is attractive to others. In fact, in its first month, Fenty Beauty did five times as much in sales as Kylie Cosmetics, a brand which has sold $420 million worth of product in its almost two-year existence. Fenty Beauty also is a big draw for a more diverse consumer base, beating out other brands on this metric. Fenty Eau de Parfum + Scarf Wrap Set, EXCLUSIVE! This Fenty Beauty cosmetics review did come across a few customer complaints. Consent is not a condition of any purchase. Keep in mind it may not work for your brand to be sarcastic. Luckily for Fenty Beauty, Rihannas personal brand was already defined and influential. Fenty Beauty Rare Beauty . The beauty company consists of affordable makeup products for the face, lip, cheeks, and eyes, as well. Your email address will not be published. I wanted everyone to feel included. Much like its founder, Fenty Beauty is witty and sarcastic on social media. There is no doubt that Rihanna's international fame served as a huge springboard when the brand first launched. Many use cosmetics as a form of self-expression they want to use products that make them feel pretty or attractive, or that reflect their personality. [48], On May 10, 2022, Rihanna announced that Fenty Beauty would be available in 8 African countries, Kenya, Botswana, South Africa, Namibia, Nigeria, Zambia, and Zimbabwe on May 27, 2022. The holiday collection Chill Owt is one of the best holiday surprises Fenty beauty has brought to the market. Its a way to relax and escape from the everyday stressors of life. Fenty Beauty by Rihanna on Twitter (new window), Fenty Beauty by Rihanna on Facebook (new window), Fenty Beauty by Rihanna on Youtube (new window), Fenty Beauty by Rihanna on Instagram (new window), https://www.lvmh.com/houses/perfumes-cosmetics/fenty-beauty-by-rihanna/, We just ICONS livin with our lips rich, whipped and plush AF. To revisit this article, visit My Profile, then View saved stories. Fenty Beauty's first body product "Body Lava", a liquid product that could be buffed into any part of the body for illumination. While it would be easy to attribute the success of Fenty Beauty just to Rihanna's star power or her focus on inclusivity, there are other parts of Fenty Beauty's strategy that contributed to the brand's disruption of the . Drunk Elephant Beste No. It is of course, for the RiRi fans, but more importantly, for all makeup lovers. This is something that other beauty brands just didn't do," marketing consultant Karina Scott adds. These cookies track visitors across websites and collect information to provide customized ads. The first launch included only 4 products: an all-purpose balm, a facial mist, a sheer skin tint, and a moisturizer. A more diverse selection of models started to appear in fashion shows and advertisements. Kylie Kristen Jenner is an American media personality, socialite, model, and businesswoman. They are not social enterprises and so yes, now that they have recognised the spending power of black women, they are keen to make money out of it. The ProFiltr Foundation is one of Fenty's most iconic products, as it offers an impressive number of shades covering pretty much every skin tone. The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. Fenty Beauty is a cosmetic brand owned by famed celebrity, Rihanna. Its no different with the Fenty Beauty target market. Fenty Beauty By Rihanna Pro Filt'R Soft Matte Powder Foundation. Makeup artist Ammy Drammeh, whose aesthetic is real more than natural, uses the products on herself and her clients. Interestingly, the word inclusive was not actually used in Fentys initial marketing strategy, but the all-embracing Beauty For All mantra and campaign continues to be incredibly effective because, essentially, it is redefining the idea and ideals of beauty. It's no surprise, therefore, that most people want to know what the Fenty Beauty marketing strategy is and why it works so well. You want potential customers to feel a personal connection to you, making your business more recognizable and appealing. You also have the option to opt-out of these cookies. Since its launch in 2017, Fenty Beauty rose quickly and became one of the biggest beauty campaigns in YouTube history and was awarded The Best Invention of 2017 by Time Magazine. One makeup brand has taken me, and many women like me, from feeling unseen by the beauty industry to feeling important and catered to, through 40 shades of foundation and 50 of concealer. By the end of its first full calendar year of operation, it had generated $550 million in revenue, making it more successful than other celebrity-fronted brands such as Kim Kardashian's KKW Beauty, Kylie Jenner's Kylie Cosmetics and Jessica Alba's Honest Co. The company's total revenue as released by LVMH was 570 million USD. Much like its founder, Fenty Beauty is witty and sarcastic on social media. Fenty Beauty launched initially with just makeup in 2017. While other brands struggle to be inclusive, Rihanna did it right out of the gate. It should never feel like a uniform. [52] Faces of the initial Fenty Beauty campaign included Slick Woods, Halima Aden, Leomie Anderson, Indyamarie Jean, Paloma Elsesser, Selena Forrest, Camila Costa, and Duckie Thot. Book a complimentary shade matching consultation! The Fenty Beauty brand makes use of minimal and chic aesthetics to create a product line that jumps from the shelves thanks to its elegance and delicate look and feel. These brands come with a high price tag, but for some people, its worth it because it shows that theyre successful and can afford the best of the best. Ironically, African-American women spend an estimated $7.5 billion annually on beauty products but have continuously found themselves underrepresented in beauty campaigns and often struggle to find makeup for their skin tones. Your email address will not be published. Some use cosmetics to create a certain image or persona that they want others to see. [11], Fenty Beauty's first products went on sale on September 8, 2017. 9 Jelly Cleanser Mini, $16. [3] Previously, she had collaborated with MAC Cosmetics,[4][5] as well as released 10 fragrances via Parlux Ltd,[6][7][8] but Fenty Beauty was her first solo cosmetics brand. Fenty Beauty was named Time magazine's Best Invention of 2017. Fenty Beauty, which is a 50-50 joint venture with French luxury goods conglomerate LVMH (run by Bernard Arnault, the world's second-richest person), launched in 2017 with the goal of. Some of the most obvious proof came when the darkest shades of Fenty Beauty foundations sold out first. In June 2013, Rihanna trademarked her surname, Fenty, for use on various products, leading to speculation that she would begin working on endeavors other than her music. About FENTY BEAUTY Before she was BadGalRiRi: music, fashion and beauty icon, Robyn Rihanna Fenty was a little girl in Barbados transfixed by her mother's lipstick. Twitter Is Roasting KKW Beauty Over Their Latest Fenty Beauty-Inspired Campaign", "Benefit is launching a new 'Hello Happy' foundation", "Red lipstick lovers are going to *need* Fenty Beauty's new lip paint, so make room in your collection", "13 Women-Run Beauty Brands You Need To Know About", "Pourquoi on est toutes fans du Stunna Lip Paint de Fenty Beauty? Fenty Beauty continues to deliver an elevated customer experience with exciting launches and fresh ideas that their loyal tribe cant resist. One of the best ways to understand the Fenty Beauty target market is to understand the reasons that people turn to make-up and cosmetics in the first place. Website: www.fentybeauty.com, Rihanna created Fenty Beauty so that women everywhere would be included, focusing on a wide range of traditionally hard-to-match skin tones, developing formulas that work for all skin types, and pinpointing universal shades. Creation date: 2017 Fenty Beauty (stylized as FETY BEAUTY) is a cosmetics brand by Rihanna, that was launched on September 8, 2017. 9 New Shades! Makeup is a way for them to take time out for their own pleasure, and the act of applying it can be calming and soothing for many. In some ways Fenty was a natural extension of that attitude.". Not just in terms of the quality and desirability of the products but its disruptive approach to inclusive makeup. 16.9K. Much of her fortune comes from her makeup and skincare brand, Fenty Beauty, of which she owns 50 percent. I asked one of the security guards if he had any indication as to the waiting time. Which is why now, every savvy brand and not just those in the beauty industry is aware that without an inclusivity strategy, they have no growth strategy. Fenty Beauty is a cosmetics brand that was launched on September 8, . Find out your brands personality in under 3 minutes. Fenty Beauty Killawatt Highlighter When Rihanna makes a highlighter, you go out and buy that highlighter. All the latest product drops, limited offers, in-store event infostraight to your inbox. The brand is best known for its inclusivity across skin tones and gender. They either lengthen but not volumize or volumize but don't separate. From Pro Filtr Soft Matte Foundation, Hydrating Foundation & Powder Foundation that changed the game with 50 inclusive shades, to the fan-fave concealer and setting powder, to the wide shade range of cream blush, Fenty Beauty products are designed to feel lightweight and love to be layered. And for these people, the cosmetic properties of the product are secondary to the way it makes them feel. Celebrity beauty brands are nothing new. It's exactly what you'd expect from a beauty brand helmed by. 2h ago Fenty Beauty is a brand with high-quality ingredients formulated for all skin tones and skin types. Refresh the page, check Medium. Published on February. We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. Each collection is full of detail, and intentionally crafted for their loyal tribe. Contact us: 9a-5p, M-F | 134 Mary Gates Hall | Seattle, WA 98195 | (206) 543-0535 tel | askcic@uw.edu The Division of Student Life acknowledges the Coast Salish people of this land, the land which touches the shared waters of all tribes and bands within the Suquamish, Tulalip, and Muckleshoot Nations. Which is more than can be said of the days before Fenty Beauty. As the mammoth line snaked around the building, my heart sank further it is a myth that Brits love to queue; we feel compelled to, we dont love it. This may be because theyre self-conscious about their appearance or because they want to create a certain image that they feel is more attractive. This brand stands on a platform of inclusivity, and filled gaps left by other major brands for . Fenty's Digital Launch. Fenty Beauty comes with good quality products at a reasonable price point. [58] Soon after Rihanna released her line, other brands such as Make Up For Ever and L'Oral started ad campaigns aimed at women of color. She broke into the fashion world in 2014 as the Creative Director/Brand Ambassador for Puma. In some ways Fenty was a natural extension of that attitude. She also credits the brands embracing models of color and makeup across genders for its skyrocketing popularity. How do you calculate working capital for a construction company? The original foundation launch included 40 shades, and has since expanded to 50. This too leads to some consumers trying out a product from Fenty Beauty. The Fenty Effect (i.e., the chain reaction of brands launching more inclusive products in response to Fenty Beauty's fanfare) is re-shaping the industry, enabling a world where everyone stands for their own understanding of beauty. But according to WWD, Fentys demise is due largely to the ongoing pandemic and the challenges that arise operating a brand remotely, a luxury one thats produced in Paris and Italy at that. Keep in mind it may not work for your brand to be sarcastic. Much like its founder, Fenty Beauty is witty and sarcastic on social media. When we think about the impact that beauty has on our society, there isnt a word big enough to encompass that impact. About KendoKendo Holdings, Inc. is a San Francisco-based beauty brand developer and wholesalerSee this and similar jobs on LinkedIn. They are versatile and I use them in different ways, like highlighter and lipstick as eyeshadow. When I ask Drammeh about the cultural shift that Fenty Beauty caused, she notes that after Fenty launched its wide range of foundation everyone went crazy, I remember seeing the queues at Harvey Nichols. That was the first thing I noticed when I arrived. This brand definitely appeals to the unapologetic and woke as it fearlessly speaks out on political issues and racial injustice via social media platforms. When I eventually visit the Fenty counter, struck by how many black and brown women are having comfortable and open conversations with salespeople who know what they need and the audience they are catering for, I am convinced to buy a foundation. "It would complete the beauty range and be a brand that covers all areas of beauty and hair care. There is no uniform standard for beauty and people should voice for themselves in their unique way. ", Gabriel also believes Rihanna got the timing right, launching one year after Beyonc's visual album Lemonade, which she says: "did a lot for the trend towards unapologetic individuality for Black women, rather than trying to measure up to a Eurocentric standard of beauty. Fenty Beauty's ProFiltr Foundation: Twitter. What is Fenty Beauty brand personality? The impact of wearing badly-formulated foundations goes beyond the aesthetic. Easy Self-Care for Burned Out Millennial Entrepreneurs, 7 Tools That Keep My Copywriting Business Running Flawlessly. "[67], Fenty Beauty did make a sponsored post on Instagram with transgender model Rose Montoya. She strategically uses her platform to promote the business without sounding like a salesperson. Operating hours are from 7am 2am EST, 7 days a week, excluding holidays, Rihanna was inspired to create Fenty Beauty & Fenty Skin after years of experimenting with the best-of-the-best in beautyand still seeing a void in the industry for products that performed across all skin types and tones. [6] Women's Wear Daily reported that LVMH may have paid $10 million (USD) for the agreement, which followed on Kendo deals to produce Marc Jacobs Beauty and Kat Von D Beauty lines. foundation, Stay Woke concealer, and Badass Icon matte lipstick. While their website exudes luxury and authority, social media platforms such as IG and Twitter managed to maintain that authority, while keeping their tone light-hearted and relatable to their audience with phrases like fleeky brows and gloss game on lock. So the peer pressure to conform can be a strong driver of sales for cosmetic companies like Fenty Beauty. Since Fenty Beauty's launch, it has continued to win acclaim for its foundation. "Inclusivity and diversity should be the main drivers for any brand no matter the industry. $30.00. Privacy Policy | Cookie Policy | Terms of Use, 15 Designer Brands Like Alamour the Label For Women, Consumers who would like to smell good and feel attractive, Consumers who would like to relax and pamper themselves, Consumers who would like to express their individuality, Consumers who will use cosmetics under peer pressure, Consumers who buy Fenty Beauty as a status symbol, Consumers who use makeup to hide skin defects. A part of this market also includes those interested in natural skin care products. It should never feel like pressure. Its campaign video featured models of colour with a diverse range of skin tones, including Halima Aden who sported her hijab. I repeat - FORTY. "The fact that Rihanna was a Black icon acknowledging the struggle for Black women in particular made them love her and her disruptive persona even more. It was the first time underrepresented were featured in a fashionable beauty campaign. Now, with her own lineup of products masterfully developed to work together, she reveals her real-life method for killer radiance. Todays work work work features Rihannas makeup brand - Fenty Beauty. A few months later, I go to the launch of a friends zine. Is that Fenty on your face? she shouts excitedly and after telling her yes, getting my highlighter and brush out and doing my best makeup artist impression on her, I now have a friend for life. Nyma Tang Tang might be best known for modeling Fenty Beauty 's deepest shade, but she's proved she's much more than just a pretty face. The other half is held by LVMH, a French luxury goods conglomerate that owns high-end brands such as Christian Dior, Givenchy and Celine. if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[728,90],'amplifyxl_com-leader-1','ezslot_15',196,'0','0'])};__ez_fad_position('div-gpt-ad-amplifyxl_com-leader-1-0');Peer pressure is often a strong motivator for people to use cosmetics, especially among young people. Some consumers buy a beauty product because they want a certain scent or taste on their bodies. Feel free to take chances, and take risks, and dare to do something new or different.. Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet. How many times should a shock absorber bounce? Fenty Beauty takes the lead to break the boundaries. She has no problem responding to doubters and trolls, and Fenty Beauty has followed suit. They cater for all skin tones. Rihanna is known for her confidence, sex-appeal, and outspokenness. Suddenly beauty houses niche, establishment and those in between began extending their shade ranges to accommodate a wider variety of skin tones. Innovative and forward thinking, Fenty promotes inclusivity for all. Many brands soon followed Fenty's example after their initial release and added more inclusive shades to their own collections. At the same time, the sales miracle it created within a month has stunned many mainstream cosmetics brands, making the inclusivity and diversification movement at the center of it all. The 33-year-old singer and entrepreneur demonstrated how to do a "five minute face" AKA, a makeup routine that only requires five minutes of your time and a shopping trip on Fenty Beauty 's. 2 presented by Amazon Prime Video at the Los Angeles Convention Center, Rihanna accepts the Presidents Award onstage during the 51st NAACP Image Awards, Rihanna celebrates the launch of her fashion line Fenty at Bergdorf Goodman, Everyone Practices Cancel Culture | Opinion, Deplatforming Free Speech is Dangerous | Opinion. Its a way of expressing their individuality and showing the world that theyre different from everyone else. This gave the brand authenticity, Gabriel says. Beside daily makeup, the brand has been at the forefront of product innovation. Now? If theyre not happy about a blemish or a wrinkle, they will use cosmetics and try to hide or disguise it. ", "La marque de cosmtiques de Rihanna salue pour avoir pens toutes les carnations", "Fenty Beauty: voici pourquoi la marque de Rihanna cartonne", "The Beauty Beat: Fenty Beauty is almost here", "Fenty Beauty Is Winning Because Rihanna Delivered What Black Women Have Been Asking For", "Kim Kardashian is being dragged online for her new concealer shade range", "Look Familiar? Early backing from LVMH also afforded the brand accessibility and affordability, making the products available in Sephora stores worldwide. 435. Here are three beauty brands that are masters of their identity. Beyond the surface, the brands that are not truly invested in diversity and reframing the constructs of beauty are numerous. To say that Fenty Beauty completely changed the beauty industry is no exaggeration. Message and data rates may apply. [2], Rihanna launched Fenty Beauty in 2017, when she was 29 years old. #1 Fenty Beauty: Breaking the mold with universal shades. [80] Time cited Fenty Beauty's 40-shade range of foundations that quickly sold out. To revisit this article, visit My Profile, then View saved stories, To revisit this article, select My Account, thenView saved stories. [75], Fenty Beauty was named to Time magazine's list of the 25 best inventions of 2017,[76] alongside NASA's Martian spacecraft InSight,[77] Apple's iPhone X,[78] Nike's Pro Hijab,[79] and the Tesla Model 3. With its sexy, traffic-stopping promo video starring Rihanna herself alongside a diverse cast of women Slick Woods, Duckie Thot, Paloma Elsesser and Halima Aden it was clear what Fenty stood for: a more inclusive cosmetics industry and representation of beauty. [3] Also in the brand's first month, Fenty Beauty-related content received 132 million views on YouTube. The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". This brand is rewriting the rules of inclusivity and diversity and I am here for it! It is the moment you try the darkest shade (in my experience, this was called Biscuit), in a foundation range and realise, with a crushing sense of rejection, that the brand wasnt created with you in mind. There was no precedent to such brave approach to inclusivity. Fenty Icon Velvet Liquid Lipstick 5 shades The MVP Quick Shop $29.00 HALFTIME APPROVED Invisimatte Instant Setting + Blotting Powder Add To Bag $36.00 BACK IN STOCKBESTSELLER GONE VIRAL Gloss Bomb Heat Universal Lip Luminizer + Plumper 6 shades Hot Chocolit Heat Quick Shop $26.00 RIHANNA'S REAL-LIFE METHOD Fenty Face: Build Your Own 4-piece Bundle Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. I don't think it's fair that a trans woman, or man, be used as a convenient marketing tool! Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features. The cookie is used to store the user consent for the cookies in the category "Analytics". This brands personality is unapologetic, dynamic, and influential, while also remaining youthful and playful. Whatever the reason, these people may use makeup and cosmetics to conceal and minimize their skin defects. It not only highlighted the importance of being seen, it proved to the industry that women of colour have huge spending power, and that black can, and does, sell. Fenty Beauty was the first brand within the empire to be launched and is undoubtedly the jewel in the crown, experiencing impressive growth since its launch just three years ago. She has no problem responding to doubters and trolls, and Fenty Beauty has followed suit. The gender-neutral eau de parfum will launch on Fenty Beauty's website on August 10, retailing at $120. Those who connect with her personal brand will more than likely be interested in Fenty Beauty, or at the very least, check it out. The Pro-Filt'r Soft Matte Longwear Foundation has been both an Allure Readers' Choice and Vogue Beauty Awards winner and remains one of Fenty's best-selling products on Sephora. ", Scott agrees, adding: "Fenty Beauty spoke to all of us in the world that were treated like afterthoughts within the beauty industry Now, if your brand isn't going to be inclusive then you'll become excluded. Many celebrities have their own product lines but few change an entire industry. . While its definitely not the place for the full-face, full-coverage crowd, the refreshing thing is that no bashing of the latter can be found. Keep in mind it may not work for your brand to be sarcastic.21 Oct 2017 . "Makeup should cater to everyone regardless of your skin tone or gender.". Makeup is there for you to have fun with, she says. BlameItOnKway's personality shines throughout, and the fun and funny clip is on par with any of the viral posts on his feed. [38], On April 6, 2018, Fenty Beauty released three products in its Beach, Please collection. Artist and entrepreneur Rihanna, who also founded Fenty Beauty and Savage X Fenty, first started working with the athletics brand in 2015. While it would be remiss to deny the key role those elements played, to attribute the impact of the brand to Rihannas celebrity is an inaccurate oversimplification. With more than 90 products released in 17 countries, Fenty Beauty has established itself as the new It girl of beauty brands.