Fenty Beauty

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Fenty Beauty (stylized as FEИTY BEAUTY) is a cosmetics brand launched on September 8, 2017 by Rihanna. She developed the line with luxury conglomerate Louis Vuitton Moët Hennessey (LVMH), signing a deal in 2016 to produce Fenty Beauty through LVMH's Kendo division.[1]

Rihanna, who is from Barbados, created Fenty Beauty to provide for the inclusion of all skin tones in cosmetics offerings, including extensive shade offerings for people with deeper skin tones.[2]

Fenty Beauty was named one of Time magazine's best inventions of 2017.[3]

Achievements

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In 2017, Fenty Beauty products have drawn international praise for the range of shades offered, especially their foundation. Fenty Beauty Pro Filt'R Foundation became the first make up that released in 40 shades, including darker shades for Black Woman.[4] The released of Pro Filt’R Foundation addressing a long-criticized gap in cosmetic industry offerings for black women and other women of color.

On January 11, 2019, Fenty Beauty launched Pro Filt’r Instant Retouch Concealer in 50 shades.[5] In addition, Pro Filt’r Foundation add 10 new shades, bringing the total to 50,[6] with the concealer shades number to correspond to the same number foundation. Each shade of Pro Filt’r concealer range is made to correspond with the same or any suitable Pro Filt’r Foundation number.

As with the product line, Fenty Beauty also drew international acclaim for diversity in its advertising campaign, which prominently featured numerous black models and other models of color.[7] 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.[8]

Reference