One word can describe the global success of music icon Rihanna’s cosmetics brand Fenty Beauty, and that word is inclusion.
When it launched in 2017, many lines were embracing inclusion, but few, if any, did it to the extent of Fenty. It was Rihanna’s intention to create products that are suitable not just for darker people of color, but also for the extremely pale and everyone between.
Fenty launched with 40 foundation shades with the goal of matching every combination of skin color and undertone, and it has since expanded to 50 shades. In 2019 they released 50 concealers with corresponding numbers to match each of the 50 shades of foundation. This unprecedented move forced rival brands to up their game by broadening their range of shades.
Apart from inclusivity, a world-class partnership and first-of-its-kind marketing strategy also propelled Fenty Beauty forward.
Teaming up with luxury conglomerate Louis Vuitton Moet Hennessey (LVMH) gave Rihanna the ability to launch Fenty Beauty instantly in 17 countries and more than 1,600 online and brick-and-mortar stores.
Fenty is also a pioneer in embracing makeup use across gender lines by choosing not to market exclusively to women. In 2018, nominated for an Academy Award for Best Actor for his role in “Get Out,” Daniel Kaluuya walked the Oscar red carpet wearing Fenty Beauty’s Pro Filt’R Foundation in shades 480 and 490, giving him a natural, no makeup dewy glow. When Fenty Beauty shared this information on Twitter, social media blew up, giving exposure to the Fenty line that money cannot buy.
Inspired to create a cosmetics line for years, feeling it would be a natural fit as makeup is such a pivotal part of her career and image, Rihanna quietly trademarked the name Fenty in 2014. It comes from her surname, as she was born Robyn Rihanna Fenty.
You might think that an iconic superstar with over 100 million Instagram followers would just lend her name to a brand, sit back, and reap the rewards, but Rihanna didn’t want to launch a line until it was ready to be credible and respected. Over two years in the making, she and her team put extensive thought and research into each product, and Rihanna was personally involved in the process for every step from formulation to packaging and marketing.
The result is high-end quality products that are cruelty-free and at a lower price point than other prestige brands. The complexion-focused line is designed to be lightweight with a no-makeup feel that leaves skin looking like skin.
In addition to Fenty Beauty, Rihanna’s businesses currently include a lingerie line for all genders, sizes, and backgrounds called Savage X Fenty, which launched in 2018. Fenty Skin—a brand of multitasking, clean, vegan, and sustainably packaged skincare—also debuted in 2020. And finally, their first unisex fragrance, Fenty Eau de Parfum, dropped in August of 2021 and features notes of magnolia, musk, tangerine, blueberry, Bulgarian rose absolute, geranium, and patchouli.
Fenty Hair was also trademarked by the singer’s company last year and is speculated to be her next venture.
Fenty Beauty’s Best Sellers
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Pro Filt’r Soft Matte Longwear Foundation
A soft-matte, longwear, light as air foundation with buildable medium to full coverage that diffuses pores. It is also sweat resistant for a shine-free finish that leaves skin looking like skin.
Pro Filt’r Soft Matte Powder Foundation
The award-winning foundation now comes as a longwear, lightweight powder for a buildable, light to full coverage matte finish. This powder foundation is resistant to sweat, humidity, and creasing and applies quickly and easily for a flawlessly look.
Pro Filt’r Instant Retouch Concealer
Designed as the perfect companion for their foundation with corresponding numbers, this creamy, lightweight, soft matte, crease-proof, and sweat-resistant concealer easily builds to full coverage to brighten the under eye and conceal imperfections while reducing redness.
These multifunctional complexion sticks layer with a weightless, easy to blend, buildable cream to powder finish that can be used to conceal, correct, touch up, contour, or highlight. They come in matte, shimmer, and glow crease/cake-free formulas that can even be used on the cheeks, eyelids and lips.
Gloss Bomb Universal Lip Luminizer
The perfect finishing touch, these moisturizing lip glosses deliver explosive shine in one swipe for an instantly fuller looking pout with a non-sticky formula, conditioning shea butter, and a luscious peachy-vanilla scent.
A blurring skin tint that delivers an instantly smooth, even complexion with buildable, longwear coverage, these drops also feature the hydrating QuickBlur complex, which is perfect for a diffused no-makeup look.
Pro Filt’r Instant Retouch Primer
This lightweight, oil-free face primer visibly evens skin tone, diffuses pores, and mattifies shine. It instantly melts into all skin tones/types, creating a flawless canvas for longer wear makeup application.
Diamond Bomb All-Over Diamond Veil
This superfine, unique jelly-like powder highlighter dusts on 3D shimmer and melts into the skin to deliver amazing sparkle to the face and body.
Cheeks Out Freestyle Cream Blush
This feather-light, non-greasy cream blush seamlessly blends into all skin tones for a buildable, natural-looking flush with a sweat and water-resistant formula to ensure the fresh, youthful glow doesn’t budge.
For questions, concerns, or article ideas, feel free to reach out to our eCosmetics Beauty Editor directly at beauty@ecosmetics.com
