The beauty industry has evolved in ways that have become more inclusive for deeper skin tones. Prior to Rihanna’s launch of Fenty Beauty, there were very few makeup brands that offered a wide selection of foundation based on undertones for deeper skin tones. The change was made apparent when the deeper shades began to sell out first when Fenty Beauty launched its 40 shades of foundation (which has since expanded to 50) in 2017. Following its debut, the beauty brand was honored as one of the 25 best inventions by Time Magazine.
Fenty Beauty’s slogan is “Beauty For All” and she told the publication at the time how it also encompasses the future of the brand. “It was important that every woman felt included,” Rihanna said, adding, “I love challenges so I’m going to continue to have fun and push the boundaries in this industry.”
Shortly after Fenty Beauty’s launch, other makeup brands, such as Makeup Forever began to follow suit and target women of color in their campaigns and in their products.
Fenty Beauty has since expanded, including concealers, highlighters, mascara, and more. The same year the foundation dropped, so did the Red Stunna Lip Paint lipstick. Rihanna is known for wearing bright red lipstick, so it was a no-brainer that one of the first lipsticks the company put out was bright red. After its success, the makeup brand expanded the collection to include other colors like soft pink, chocolate brown, black, deep purple, and nude peach.
Besides lipsticks, Fenty Beauty’s other claim to fame was their “gloss bombs.” Retailing at $21.00, the lipglosses come in shimmering pink, rose nude, diamond milk (clear with extra sparkles), soft pink, rich brown, clear, and rose mauve nude. She has also expanded that collection to include “heat” lipglosses with a plumping effect. Fenty Beauty products are sold at Sephora, Ulta Beauty, and online at fentybeauty.com.
Take a look at four other makeup brands founded by Black women below: