Earlier this year, Rihanna changed everything in the beauty industry with the launch of Fenty Beauty, a company actually committed to diversity. The line had a huge range of different shades from either end of the scale, sold out immediately, overtook Kylie Jenner’s beauty line, and earned her over $70 million and tons of praise.
Now, Rihanna’s earned herself another accolade – Fenty Beauty has been named one of the best inventions of 2017 by Time. Standing alongside 24 other innovations, Rihanna tells Time that with Fenty “it was important that every woman felt included in this brand…we are so different with our unique skin tones, so we started with the 40 foundation shades straight out the gate”. She added, “I never could 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.”
After announcing their addition to the list, Rihanna tweeted “I'm honoured and I have to send love to everyone who's supported this brand in the 2 months that we've been here! Glory to the Most High”.
WWD reported in September that Fenty’s earned media value had already beaten Kylie Cosmetics, Benefit, Urban Decay, and NYX for that month. The only brands that beat Fenty were makeup giants MAC and Too Faced Cosmetics. Fenty’s success, aside from their impressive commitment to diversity and the fact that it’s Rihanna, is down to its huge social media strategy and outreach. The Instagram for the brand had a million followers by the fourth day of launch.
The cosmetic products is on Time's list alongside the iPhone X, Elon Musk's Tesla Model 3 electric automobile and the Nike Pro Hijab.
Rih's holiday collection is out now.
Watch our video, where we test Fenty’s lightest and darkest shades against other brands, here.