The original foundation launch incorporated 40 shades since it expanded to 50. The inclusion of Fenty Beauty concealer consists of 50 shades administering a broad variation to all skin types. The purpose behind having so many hues to endeavour is to differentiate from other makeup companies that do not cater to an overall market. Fenty Beauty was designated one of Time magazine’s most valuable inventions of 2017.
Rihanna trademarked her surname, Fenty, for use on various products, leading to speculation that she would begin working on endeavours other than her music. Fenty Beauty was among these new trademarks.
Rihanna originated Fenty Beauty in 2017 when she was 29 years old. Previously, she had collaborated with MAC Cosmetics and released ten fragrances via Parlux Ltd, but Fenty Beauty was her first solo cosmetics brand. She developed the range with luxury conglomerate Louis Vuitton Moët Hennessey (LVMH), signing a deal in 2016 to produce Fenty Beauty through LVMH’s Kendo division.
Rihanna, from Barbados, founded Fenty Beauty to provide all skin tones in cosmetics offerings, including extensive shade offerings for people with deeper skin tones. In the UK, Fenty Beauty has initially been exclusive to Harvey Nichols department repositories. The launch concurred with New York Fashion Week, where Rihanna also had a runway show for her collaboration with Puma. The line launched in Sephora stores in the US, on the Sephora website, and Fenty Beauty’s website.
Fenty Beauty goods have drawn international praise for the range of shades offered, particularly for including darker shades among the first 40, then 50 different colours for its Pro Filt’R foundation, addressing a long-criticized gap in the cosmetic industry offerings for black women and other women of colour. Since the original red Stunna Lip Paint release, Fenty Beauty has also released four more lip paints in baby pink, peach nude, chocolate brown, and black.
Fenty Beauty released three products on its Beach. Body Lava, Fenty Beauty’s first body product, is a liquid that can be buffed into any part of the body for illumination and is available in either a peach tone called Who Needs Clothes or a golden one, Brown Sugar. To apply the Body Lava, the Kabuki Brush is available for purchase separately. Meanwhile, the Fairy Bomb Glittering Pom Pom is both applicator and product: the pom-pom is packed with rose gold glitter designed to fit all skin tones. The pom also has a vanilla-coconut scent.
Fenty Beauty launched their winter collection titled ChillOwt, which included a variety of winter-themed and cool-toned products. These included the Killawatt Foil Palette, a highlighter palette with seven metallic shades, two lipstick sets (Snow Daze and Snow Nights), and several multi-use products.
The company announced a setting powder product, the Pro Filt’r Instant Retouch Setting Powder in eight translucent shades, and several beauty tools, including Powder Puff Setting Brush 170, Precision Concealer Brush 180, and Lil Precision Makeup Sponge Duo 105. Fenty Beauty’s Pro Filt’r Concealer Is Coming Soon in 50 Shades, So Your Skin Can Look Snatched in 2019
- Pricing: The initial products released by Fenty Beauty were widely seen as reasonably priced and accessible to a broad range of consumers, following Rihanna’s approach to her fragrance releases.
- Sales: Within one month of the announcement, Fenty Beauty’s sales were estimated at $72 million, and sold-out products widely reported, with darker shades of foundation particularly in demand.
- Awards: Fenty Beauty was named to Time magazine’s list of the 25 best inventions of 2017, alongside NASA’s Martian spacecraft InSight, Apple’s iPhone X, Nike’s Pro Hijab, and the Tesla Model 3. Time cited Fenty Beauty’s 40-shade range of foundations that quickly sold out. Fenty Beauty also won the WWD Beauty Inc. award in 2017 for the year’s launch in the prestige sector.