From the day of its debut, it was obvious Fenty Beauty wasn’t just another celebrity makeup line. What distinguished Rihanna’s collection from others was it’s commitment to inclusion, hitting shelves with a record 40 shades of foundation, specifically catering to darker skin tones which have historically been overlooked by the beauty industry. And it’s for that reason that Time Magazine has named Fenty Beauty one of its 25 Best Inventions of 2017.
“I never could have anticipated the emotional connection that women are having with the products and the brand as a whole,” Rihanna told Time of the response she’s received to her line. “Some are finding their shade of foundation for the first time, getting emotional at the counter. That’s something I will never get over.”
Like many of the women who’ve fallen in love with her line, Rihanna shared she’s had her own issues finding foundations that match her skin tone which is why getting it right with Fenty Beauty was so important to her. “I’ve had my makeup done thousands of time, and when it comes to foundation, you just never know how it’s going to turn out. I think foundation should look like great skin, so it was important to me that the Pro Filt’r foundation had a soft matte finish because you want a dewy look, but never shiny! It was also important that every woman felt included in this brand. We are all so different, with our own unique skin tones, so we started with the 40 foundation shades out the gate.”
Part of getting that perfect dewy finish was paying attention to the texture of the product, Rihanna shared. “Texture is the most important part of the Fenty Beauty brand. The highest priority is in the texture, from the foundation to Match Stix, to Killawatt, to Invisimatte Blotting Powder – it’s all about texture. It was really important to me that each product is made to easily build and layer with lightweight textures that are flexible even when you want to re-apply.”