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Courtesy of @fentybeauty

Fenty Beauty named as one of Time’s Most Genius Companies

All hail Queen Riri

In 2017, Time Magazine named Fenty Beauty the Best Invention of 2017. True. Just one year later, the title heralds Riri’s brainchild as one of 2018’s Most Genius Companies, alongside major players Bumble, Nike, and Spotify. Also true.

"In only a year, Fenty Beauty has pulled off a makeover of the makeup industry,” writes Time. “Fenty’s unabashed celebration of inclusivity in their makeup campaigns put an unprecedented spotlight on the need for diverse beauty products.” Sure, Fenty’s rapid growth and financial success remains largely unparalleled. In its first 40 days on the market, the brand reportedly made $100 million in sales and it is now available in 29 countries. But it’s Fenty’s commitment to diversity, and broadening our perception of beauty, which has seen the cult brand become a household name. 

It was just last autumn that Fenty introduced its first collection to the world: the hotly anticipated Pro Filt’r foundation that came in 40 different shades, causing competitors worldwide to run around chasing their tails, a result of what the internet is calling The Fenty Effect. Looking to emulate Fenty’s success, brands like Marc Jacobs and Revlon made moves to cast more diverse models, both tapping British-Ghanaian beauty Adwoa Aboah as their respective faces, while highstreet stores such as Superdrug rushed to introduce a broader spectrum of shades to their ranges. Then there were those brands like Make Up For Ever who took to Instagram to defiantly declare how they’ve always catered to women of different skin types. But the beauty of Fenty doesn't just lie in its ability to produce 40 different shades of foundations, it lies in the authenticity with which it approaches everything from campaigns to Instagram marketing; Fenty carries the inclusive message that beauty comes in all different forms, something we're also seeing in their business expansion plans.

Just last week, the brand introduced an upcoming holiday collection as well as four new shades of Stunna Lip Paint, one of which was charcoal black. Even the brand's latest collaboration with Savage x Fenty lingerie at NYFW – which saw them make up the faces of everyone from Dazed Beauty Community member Jazzelle to a very pregnant Slick Woods – was a celebration of womanhood of all shapes, sizes and colour.