Beauty Brands Are Trying To Catch Up With Fenty Beauty

Accounts from a variety of beauty brands have been advertising darker shades less than a week after the Fenty Beauty launch.

September 13, 2017

#PROFILTR no shade...40 shades! @fentybeauty

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One of the highlights of Rihanna’s debut cosmetics launch last week is that Fenty Beauty has provided an amazing range of products for all skin types. The brand offers 40 shades of foundation, and a variety of concealers and highlighters that work for all skin tones.


Fans online have praised the new brand for its diversity, and it seems like other beauty lines have taken notice. Over the past few days, social media accounts from several different companies have been posting photos that cater to people of color.

From Kylie Cosmetics to Marc Jacobs, it seems like Rihanna might have shaken up the industry by catering to a market of people it has been ignoring for decades. Pop Sugar reported that since the launch Sephora locations are seeing more customers of color than before. According to the Daily Dot, much of this advertising started up after it was announced that the darker shade foundations of Fenty Beauty were running out.

It’s clear that these brands are trying to hit the same audience that Fenty is catering to. “We extended the range to an incredible 29 shades celebrating diversity,” one caption by L’Oreal reads.

The thing that separates Fenty Beauty is that Rihanna’s effort to make an inclusive beauty line is clearly genuine. In an interview with Refinery 29 during her launch, Rihanna talked about making her collection. “There needs to be something for a dark-skinned girl,” she said. “There needs to be something for a really pale girl, there needs to be something for someone in between.”

It’s sad that it took this long for some beauty brands to recognize the value of creating make up for all shade ranges, but shout out to Rihanna for forcing them to attempt to catch up.

Beauty Brands Are Trying To Catch Up With Fenty Beauty