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Rihanna’s Fenty Beauty celebrates make up for men

BlameItOnKway stars in the beauty brand’s hilarious new advert

Inclusivity is so fashionable right now and, keen to cash in, brands are putting men front-and-centre in their campaigns. Rihanna's new venture, Fenty Beauty, just isn’t making a token effort towards inclusivity (the way so many brands commodified feminism for International Women’s Day – think Brewdog’s pink-labelled beer). Their latest ad sees them running wholeheartedly with the idea of ‘make up for men’, as modeled by the latest face of Fenty, BlameItOnKway.

The hilarious advert sees the Instagram superstar declaring “My Fenty, my mood” as he proceeds to explore the different components of his more effeminate side, as represented by the lipsticks Candy Venom, Midnight Wasabi, One of the Boyz, Ma’Damn and Shawty.

Rihanna has been vocal about inauthentic representation in ads. She recently took to Twitter to denounce the cynical exploitation of minorities in campaigns, saying, "I don't think it's fair that a trans woman, or man, be used as a convenient marketing tool. Too often I see companies doing this to trans and black women alike. There's always just that one spot in the campaign for the token 'we look mad diverse' girl/guy! It's sad!"

Although the BlameItOnKway ad is funny and totally irreverent, Fenty Beauty are making good on their mission towards inclusivity, beyond their original 50 shades.