On Sept. 8, 2017, Rihanna released her own line of makeup through Sephora called Fenty Beauty. The launch of the product, which features 40 shades of color, put the rest of the makeup world on notice by focusing on an agenda of inclusivity.
“Fenty Beauty was created for everyone: for women of all shades, personalities, attitudes, cultures, and races,” Rihanna wrote on her makeup line’s website. “I want everyone to feel included.”
So far Rihanna’s mission has been a success. The Wednesday after its release, eight of the product’s 10 deep foundations were sold out on Sephora’s site. The quick sales success of Rihanna’s new product showcases the desire from women of all colors to purchase makeup from a company that focuses on satisfying the desires of all customers
Established beauty brands have generally taken the position of providing a token “dark” shade, an area where Fenty Beauty thrives by expanding its brand to a wider market range. Rihanna’s focus has caused a lot of positive commotion on social media because of her focus on inclusivity.
The product line is already a hit among celebrities who are endorsing the makeup. Mindy Kaling took to Twitter to say, “#FentyBeauty has got SHADES! Thank you Rihanna!!! Kween!”
“There’s so many different shades – there’s red undertones, there’s green undertones, there’s blue undertones, there’s pink undertones… You want people to appreciate the product and not feel like, ‘oh that’s cute, but it only looks good on her,'” Rihanna said.
This was a bold move for Rihanna but that’s not all she potentially has up her sleeve. Rihanna fan @MrMouthAlmighty pointed out on September 15, that Rihanna applied for a new trademark for House of Fenty under her company, Roraj Trade LLC.
Alongside cosmetics, the filed trademark also calls for exclusive rights to the company’s brand name for “non-medicated skin care preparations, namely, creams, lotions, gels, toners, cleaners and peels, hand lotions, artificial nails, nail polish removers, nail treatment creams, temporary tattoos for use as cosmetics, shower gels, bath gel, [and] perfume.”
With the success of her makeup line, it looks like Rihanna is preparing to launch a cosmetics empire that breaks down the color barrier completely.
If you’ve already fallen in love with the House of Fenty you’re in luck! The pop superstar announced on September 13 that an entirely new holiday collection would be gracing us with its presence starting October 13, 2017.
With over 30,000 retweets and 75,000 likes on that tweet, it’s safe to say Rihanna’s fans are lining up to see what their new favorite cosmetics company has in store next.
Breaking down barriers during a time of social unrest is not an easy task but Rihanna is showing us that inclusivity can be embraced and that’s enough in our eyes to make her new cosmetics brand a success.