Friday the 7th September saw the launch of Rihanna’s much anticipated make up line Fenty Beauty at Sephora, and with the wide variety of foundation shades for women of colour shelves cleared shortly after.
Her collection of foundation goes up to 40 different shades (and more to come in the future). As a frequent makeup user – but not a certified MUA, when I read about the number of different shades offered I thought many other makeup competitors surely offered a similar amount, but after doing research it was clear to see that RiRi had positioned herself as a bona fied player in the beauty industry.
Not only did RiRi provide 40 different shades for women of all skin tones to enjoy, she included tones for darker skin women of colour who have often been marginalised by mainstream makeup corporations.
Celebrities such as Gabby Sidibe took to social media to demonstrate and praise the quality and tone of the darker shades.
— Gabby Sidibe (@GabbySidibe) September 9, 2017
RiRi’s campaign ad for Fenty Beauty had us all anticipating what she would pull out of the bag for makeup lovers, especially women of colour. Her ad featured an array of women from different ethnicities and this instantly let us know that she was coming with something inclusive for all women.
It’s almost crazy to think that in 2017 dark skin women are still not being represented in mainstream advertising and being ignored by beauty corporations. However, the launch of Fenty Beauty has seen companies such as Estee Lauder and Nars revamp campaigns and social media pages to include items for dark skin customers.
This is an example of a celebrity doing it right as Rihanna is a representation of inclusion and a multi faceted woman. She appeals to all different types of women, not just women of colour, but women who want to feel confident within themselves despite skin tone, sexuality, or social stereotypes. This is definitely something she has embodied in her new brand raising the bar and making other makeup companies think about repositioning themselves in the beauty market.
Representing one of the dark shades of foundation for @fentybeauty is an amazing thing not only because it was created by Rihanna but more importantly, that the beauty world for people of color has welcomed yet another brand that goes into understanding that we melanins have different undertones and shades- not just 3 but multiple! We have amazing brands representing us, yes, but not enough. I believe we are getting there slowly, and some day we are going to have too many and for all. But for now, we have 40 shades from Fenty Beauty to use! Meaning that I get a shade, you get a shade, and every freaking one of you can get a shade- so girl, go look ! Thank you Fenty beauty and @badgalriri. Welcome to the makeup world! You started with a bang !! ? #melanin #fentybeauty #blackgirlmagic
Continue raising the bar RiRi we see you…
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