The Fenty Beauty Effect

One of my favorite makeup brands and will be forever is Fenty Beauty. Fenty Beauty has SHOOK and changed the makeup industry. Rihanna used her platform to pave a way and idealize what makeup should be. The line is so real and caters to many women of different skin tones. Most importantly, the line has influenced the makeup industry, in which I call it “The Fenty Beauty Effect”.

So what is the Fenty Beauty Effect?

The Fenty Beauty Effect is a theory I came up with, that the makeup industry responded with inclusion and diversity of offering a wider range of shades, due to Rihanna launching her collection. Rihanna’s makeup collection was an instance success and I believe caused many beauty companies to re-think their target market audience. Rihanna created the line to be inclusive for women everywhere. The singer expressed, “ I wanted to make sure all skin tones were covered, I wanted it to look like perfect skin, not like make up on skin.”

What makes Fenty Beauty stand out from other competitors is their focus on a wide range of traditionally hard-to-match skin tones. As a women of color (WOC), I have experience numerous times, searching for a shade in store to match my skin tone, especially at drugstores! For a brand like Fenty Beauty to offer now 50 shades of foundations is unmatched. The foundation lightest shade is a good match from someone who may battle albinism and the darkest shade is perfect shade for someone who is rich in melanin.

Fenty Beauty Dominates

Rihanna’s cosmetic collection was released back in September of 2017 and since then it has changed the tide of the beauty industry. Fenty Beauty earned $72 million within the first week of the launch. Many of the foundation shades for darker skin tones sold out! Rihanna proved within the first week of the launch inclusion is good for business. Fenty Beauty target market is everyone and therefore I believe the brand is successful right now. Brands such as Kylie Cosmetics, Tarte, Marc Jacobs, and Estee Lauder began to market their products to reach a diverse audience. Typically, these brands were very exclusive, expensive, and not versatile.

Rihanna’s line is a pivotal dynamic brand in the makeup industry. I have a sense of pride and admiration towards Rihanna. Fenty Beauty to me is more than a makeup collection. The brand is symbolic for inclusivity and empowerment. If you check out the Fenty Beauty site, you see women of from different backgrounds and ethic skin tones. Fenty Beauty samples every skin tone possible, which makes it more appealing to consumers. I am so pleased to see women who resemble myself, representing the brand.

One of my main missions is to express the importance of diversity and inclusion. Representation matters, especially at a young age. A brand like Fenty Beauty and the brand being owned by a black woman is truly amazing. Rihanna is using her platform to pave a way for others and change the standard of beauty in the beauty industry. Fenty Beauty gives me hope with more diverse expansion in the makeup industry.

Follow my Instagram @k.b.makeup96 for more beauty content and blog updates!