Rihanna’s Makeup Brand Fenty Beauty Named Among 25 Best Innovations of 2017 by Time

Shruti Venkatesh
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Rihanna’s Makeup Brand Fenty Beauty Named Among 25 Best Innovations of 2017 by Time

With 40 shades of foundation, Fenty Beauty has become a hit among customers owing to its quality, affordability and most importantly, inclusivity

International pop star Rihanna is known for challenging stereotypes and for her non-conformist attitude. Be it through her songs or her daring hairstyles or style statements, Rihanna has always managed to impress and inspire millions of people across the globe. In September this year, Rihanna broke yet another barrier by launching her own cosmetic product line Fenty Beauty with 40 shades of foundation and an ad-campaign with a diverse array of models. Makeup companies often restrict themselves to adhering to the needs of the medium to fair skinned models and neglect women of colour, and that’s what Rihanna wanted to change with her makeup line. In a span of few months, Fenty Beauty has not just garnered love and a loyal customer base, but has also been recognised by Time Magazine as among the 25 Best Inventions of 2017! 

Rihanna's Fenty Beauty Foundation Gets Thumbs Up From This Albino Woman, Review Goes Viral

The makeup line, Fenty Beauty, has become a hit among customers owing to its quality, affordability and most importantly, inclusivity. ” It was also important that every woman felt included in this brand. We are all so different, with our own unique skin tones, so we started with the 40 foundation shades out the gate,” Rihanna said in an interview with Time magazine. She also added that she could never have anticipated the emotional connection that women are having with the products and the brand as a whole. “Some are finding their shade of foundation for the first time, getting emotional at the counter. That’s something I will never get over,” she said.

Rihanna wears a risque, low-cut dress to the premiere of Valerian And The City Of A Thousand Planets

Rihanna’s Fenty Beauty shares space with a personal robot called Jibo, eSight3 glasses that give sight to the blind, Ember mug which helps in heating the coffee to the perfect temperature and Thyssenkrupp MULTI elevators that move beyond up and down, among others. The coveted list notes that shortly after Rihanna launched Fenty Beauty, brands including Make Up For Ever and L’Oréal launched campaigns to target women of colour.


Besides the makeup line, Rihanna also has also launched perfume lines such as “Reb’l Fleur”, “Rebelle”,, “Nude”, “Rogue” and “Rogue Men”. She also co-owns a beauty and stylist agency named Fr8me and photo agency called “A Dog Ate My Homework”. Rihanna is now reportedly focussed on launching Fenty Beauty collections and taking her brand to the next level.