Now, other cosmetics companies are hustling to either catch up or trying to remind their customers that they've been representative, too. M.A.C, for example, reiterated to followers that their motto has always been "All Ages. All Races. All Sexes," and offers an equally impressive 42 shades of foundation. Maybelline posted a reminder on IG that they also have 40 shades for just $6 each, and are working on more, while Kat Von D followed suit with a post highlighting their new, refillable contour set. L'Oréal, on the other hand, touted its smaller range of True Match concealer, only available in Europe, which didn't help ingratiate itself with consumers, particularly so soon after L'Oréal UK dropped its first black, transgender model, Munroe Bergdorf, for her response to Charlottesville.
So on that note, it's no surprise that Fenty Beauty has taken off in such a big way. While other makeup lines offer a variety of shades, big-name brands haven't infused inclusion, representation and diversity into every aspect of their marketing and products from the get-go. We regularly read headlines that announce how a range of cosmetics is finally adding more shades to its collection (like K-beauty brand, Innisfree, did just three days ago), as if skin tones on either end of the color spectrum were afterthoughts. Women of color have been constantly asked for a diversity of products, and have either ended up taking what they can get, or searching for independent brands exclusively made for their coloring.
With Rihanna's new enterprise, it was clear from the beginning what her brand set out to do: create a prism of options that truly represents each and every skin tone. No longer does "nude" or "natural" equate only to beige — in fact, Fenty Beauty only separates its foundations by neutral/warm/cool undertones. Additionally, Riri hand-picked the rosey-nude shade used in Fenty's universal lip luminizer, Gloss Bomb, whose product description states that it looks good with every skin tone. Same goes with Killawatt, the supercharged cream-powder hybrid highlighter that will have you glowing at all hours of the day.
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Tested out the #fentybeauty products! here's what I used: pro filt'r foundation in 410 match stix matte in caramel to highlight and truffle to contour gloss bomb match stix shimmer in confetti on the eyes killawatt in ginger binge/moscow mule to highlight ✨✨✨ everything is from @sephora! Ps I'm debating on if I should upload the long awaited hair details first... or this Fenty video 👀🙃 #victorialoosecurly
The images on Fenty's website also mirror the brand's intention: the first faces you see (besides Rihanna's, of course) are women from across the color spectrum, including models with freckles, tooth gaps, natural hair styles and headscarves. Potential customers can immediately see themselves reflected in every piece of imagery in celebration – not tokenization – of their color. As Fenty model Camila Costa said, "beauty is to be unique, even on a planet full of people there is no one like you". Now that Fenty's entered the arena, other makeup lines will have to step up their approach to diversity and inclusion in a more cohesive, genuine way — and that's what is making Fenty Beauty a game changer.
Have you already had your fill of Fenty Beauty? Neither have we. Shop below to build your Fenty Family, and keep an eye out for the recently announced holiday line, dropping October 13th. And don't worry — sold out products will be back in stock soon!
Cover image: via @victoriouslogan on Instagram