Fenty Beauty, a new make-up brand created by Rihanna is quite literally sweeping the globe.
Music, fashion and beauty icon BadGirlRiRi, aka Rihanna (real name: Robyn Rihanna Fenty) released her highly anticipated debut makeup line, Fenty Beauty, on the 8th September 2017.
The range launched globally, and simultaneously across 1600 Sephora stores in 17 countries. And, there were ques in many stores as women clambered to get their hands on it.
The new line of beauty products has been developed in partnership with Kendo Brands, a LVMH-owned beauty developer that also works with other big beauty brands such as Kat Von D and Marc Jacobs.
Since its release, the beauty line, which the 29-year old Barbadian singer has been teasing since 2015, is being heralded as one of the most diverse beauty brands in the market.
It is the first time a beauty brand has targeted darker skin tones en masse. Many brands refused to do it previously, sating there wasn’t enough of a market for it.
And the brand doesn’t ignore pale skin tones – there are 40 different coloured foundations to suit all skin colours and types.
These 40 shades are available for the full-coverage Pro Filt’r Matte Longwear Foundation; designed to suit all skin colours, and retailing in Australia for as little as $50. It’s no wonder this new beauty brand is fast becoming the most popular foundation to own.
In fact, the darkest shade of the new Pro Filt’r Matte Longwear Foundation sold out in most stores across the globe in record time, within the first two days of it being launched. Particularly in the US, where customers took to social media with posts like:
“The dark Fenty Beauty foundation shades are sold out everywhere! This is for all the makeup brands who think the dark shades won’t sell well.”
Fortunately for customers, this was anticipated, and Fenty Beauty has a massive back stock of the darkest shades.
Being of Afro-Guyanese descent, Rihanna was well-aware of the the void in the beauty industry, when it came to dark coloured foundations. With very little, or next to nothing available.
Rihanna wanted to create something for all women, whether they were incredibly pale skinned, or extra dark-skinned and with a special focus on traditional hard-to-match skin tones.
The range includes 40 different shades of Pro Filt’r Soft Matte Longwear Foundation; which is lightweight and buildable, 1 universal Pro Filt’r Instant Retouch Primar, 30 magnetic Match Stix Skinstix; in both matte and shimmer finishes, which contour, correct, conceal, highlight and blush. 6 cream-powder hybrid Killawatt Freestyle Highlighters for face and eyes, Invisimatte Blotting Powder and paper. 1 universal lip gloss known as Gloss Bomb; because Rihanna says 1 lip gloss is all you need. And a variety of application tools are also available.
