Look, we know very well that you’ve heard all about Rihanna’s new makeup line, Fenty Beauty. For one thing, almost everything Rihanna is involved in is worthy of our attention (except that Battleship film, that was rubbish); for another, the Fenty Beauty line is setting a new industry standard in terms of inclusivity, and we are here to tell you that we are big fans.
Fenty Beauty features a range of 40 makeup shades, meaning there’s a product to suit people of all skin tones. When the line was launched, Rihanna said: ‘Fenty Beauty was created for everyone: for women of all shades, personalities, attitudes, cultures, and races.’
Along with the makeup itself, this ethos has been reflected in the diversity of the models Rihanna has chosen to front the range, including American-Somali superstar and Ummahsonic fave, Halima Aden. Here’s Halima and Ri-Ri being adorable:
On top of big names like Halima, the Fenty Beauty social media team has been re-sharing pics of regular folk (well, regular folk who are mostly vloggers and bloggers) who are newfound fans of the range.
Along with boosting the follower count of a handful of lucky Instagrammers, this grassroots marketing push is a wonderful way to show how truly inclusive the line is.
“I saw other dark skinned girls in Sephora getting matched in this foundation, and it literally melted by heart because it was so awesome to see such a huge launch, and there were girls that looked like me that were able to get matched for it, it was amazing.” — @nymatang is looking RADIANT in #PROFILTR foundation in 490. #FENTYFAMILY
Naturally, fans across the net have also been posting their own praise for Rihanna’s products.
Trophy wife ?, happy life ♥️. Fenty beauty: Precision Makeup Sponge 100 Fenty beauty: Pro Filt’r Instant Retouch Primer. Fenty beauty: Pro Filt’r Soft Matte Longwear Foundation 360. Fenty beauty: Match Stick Trio Tan 300. Fenty beauty: Invisimattw Blotting Powder. Fenty beauty: Gloss Bomb. Fenty beauty: Killawatt Freestyle Highlighter in Trophy Wife. #fentybeauty #rihanna #sephora #makeup #facebeat #slayage #fentylove #navy #wakeupandmakeup #slay #flawless #hudabeauty #beyondamazing
Rihanna recently said: ‘I wanted everyone to feel included, that’s the real reason I made this line.’ Given the way Fenty Beauty is taking over Instagram (and pretty much every other social network), it really does feel like everyone has been invited to the party.
It’s not often we heap praise on the fashion industry (it’s not always been viewed as the most welcoming place), but we’re making an exception for Fenty. It’s allowing people of all races and skin tones to unapologetically slay, which is, put simply, a very good thing.