R&B singer Rihanna (born Robyn Rihanna Fenty), the face and creator of the brand, told Time Magazine that “It was important that every woman felt included in this brand. We are all so different, with our own unique skin tones, so we started with the 40 foundation shades out the gate.” I think it is safe to state that the brand really lives up to its slogan, beauty for all.
In November of 2017, Fenty Beauty was included in Time’s 25 Best Inventions of the Year due to its comprehensive foundations and general awesomeness. Not to mention, all Fenty Beauty products are 100% cruelty free (meaning that the brand does not test its products on animals.)
According to Affinity Magazine, in the first month of its release, Fenty Beauty made more money than Too Faced, Kat Von D Beauty, and Kylie Cosmetics, with an annual growth of 9,748%.
After the launch of Fenty Beauty in September 2017, the international community of makeup consumers has become infatuated with the brand. This is mostly credited to the fact that Fenty Beauty has broadened the array of shades for all skin tones, not just light, medium and dark.
Kylie Cosmetics had previously been releasing products that seemed to focus more on fitting certain people’s types of beauty, as shown in some examples below.
As well as having some pretty bad reviews from beauty bloggers on Youtube:
Kylie Cosmetics also released a concealer collection in December 2017, which included only 30 shades and was widely considered to be an attempt at making profit, whereas Fenty Beauty seemed genuinely interested in the accessibility of a wider range of shades to women and men.
Next time you stroll through the heavily perfumed aisles of Sephora, look out for the Fenty Beauty collection, instead of spending more money (for shipment AND the actual product) and waiting months for your Kylie Cosmetics makeup to arrive.