Fenty Beauty Has Arrived

One small step for women, one giant leap for inclusivity.

By Samantha Klaassen

In the business of celeb-sponsored beauty, it’s all about smelling like J. Lo, pouting like Kylie Jenner, and contouring like Kim Kardashian. But Rihanna just wants you to be yourself.

The hallmark of Fenty Beauty, the singer’s newest venture, is that there’s something for everyone. With 40 “boundary-breaking” foundation shades, the brand is already proving itself as a pioneer in inclusivity.

Diversity is a prevalent issue in the beauty industry. The default shade for most products tends to be white and many women struggle to find their perfect color. Beauty blogger Nyma Tang started a video series called “The Darkest Shade” in which she tries the darkest foundation, concealer, or contour from various makeup brands to see if it’s actually dark enough for her skin. She received attention for both helping women with darker skin find the right products for them but also for shedding some light on the lack of diverse options makeup brands offer.

This lack of diverse options is why Rihanna created Fenty Beauty. With the tagline “The New Generation of Beauty,” her makeup line not only accepts and appreciates that women come in many shades, but it also recognizes that this is the direction in which the makeup industry is headed.

The highly anticipated collection consists of Match Stix (over 30 shades for highlighting, concealing, and contouring), Killawatt powders, Gloss Bombs, and more.You can shop Fenty Beauty at FentyBeauty.com, Sephora.com, and in Sephora stores.

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