Everything we know about Fenty Beauty

The trio of Fenty Beauty Match Stix recommended to go with foundation shade 190

The trio of Fenty Beauty Match Stix recommended to go with foundation shade 190

Less than one week has passed since Rihanna released her new makeup line, Fenty Beauty, sending beauty companies scrambling to market diversity and add deeper shade ranges to some collections.

The line's focus on inclusivity is straight-up shaking the mainstream beauty industry: Kylie Jenner, Marc Jacobs, and Estee Lauder have all been called out online for belatedly creating shades of makeup for darker skin tones or suddenly promoting their products on women of color after years of ignoring the market. The Fenty Beauty Gloss Bomb Universal Lip Luminizer foundation comes in 40 shades. Hopefully the beauty industry will follow her lead on this one.

Elsewhere, 2017 has seen male vlogger Manny Gutierrez and makeup artist James Molloy unveiled as ambassadors for Maybelline and Rimmel London respectively.

After seeing several Twitter users express some disappointment (and excitement) to find that their Fenty shade was sold out, I made a decision to hit up a couple New York City Sephoras and check out the situation for myself.

Rihanna wins her second gold star from me with this product. I believe we are getting there slowly, and some day we are going to have too many and for all. "They all magnetise together, so they're right there in your purse", she said. Overall, the brand is innovative AND inclusive. "You want people to appreciate the product and not feel like it only looks good 'on her'".

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Packaged in a bright pink dispensing box, the Fenty Beauty "Invisimatte Blotting Paper" is designed for tamping down the shine of your newly applied makeup, but looks more like the fanciest pack of "cut your own" rolling papers out.

When the entire collection was still under wraps, RiRi tagged her cheekbones in this Instagram teaser, which led to some speculation.and now we know. With a groundbreaking 40 different shades ranging from porcelain to ebony.

The make-up line's campaign was kept simple, portraying models of various skin tones wearing her diverse products.

The line will be available for global purchase online and in-store at Sephora retailers, nationwide (USA).

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