![]() ![]() The brand has since expanded to other product categories, including highlighter, lipstick, blush, bronzer and eye shadow, among others. Rihanna later one upped herself by expanding the foundation range to offer 50 shades and launched a corresponding concealer line with 50 shades, too. ![]() Her focus on inclusivity paid off, earning the brand sales north of $100 million in its first few weeks after launch. The singer’s launch created what was referred to in the beauty industry as the “Fenty Effect,” where customers expected brands to offer a wide range of shades fit for every skin tone. A post shared by FENTY BEAUTY BY RIHANNA made a bold entry into the beauty industry in 2017 with Fenty Beauty by launching the makeup line with a 40-shade foundation, an offering that was much more expansive than brands typically carried. ![]()
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