Rihanna’s Gloriously Inclusive Fenty Beauty Line Has Kylie Jenner Scrambling

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Rihanna’s new beauty line caters to a vast range of skin tones and is selling out fast. Is its success the reason Kylie Jenner’s suddenly seems so welcoming of diversity?

Don’t you want to look like Rihanna? Thanks to Fenty Beauty, RiRi’s recently launched makeup line, you too can glow with the confidence of a woman who keeps Drake on read receipt.

Of course, no single Sephora product will transform you into a multi-millionaire Barbadian pop goddess—but a Killawatt Freestyle Highlighter in “Trophy Wife” will get you pretty close. Fenty Beauty is a stunning addition to Rihanna’s aspirational aesthetic empire, which includes crop tops and leggings for fooling paparazzi into thinking you work out and furry Puma slides that are perfect for walking to and from the pool you’re about to make out in.

But while other Rihanna offerings have featured looks that only Rihanna could pull off, Fenty Beauty is, above all, accessible. The expansive makeup and skincare line unabashedly caters to a range of skin tones. True inclusion—as opposed to an appearance of diversity—defines Fenty Beauty and, unfortunately, sets it apart from the competition.

According to Refinery 29, offering 40 shades of foundation was Rihanna’s chief priority. “I wanted things that I love. Then I also wanted things that girls of all skin tones could fall in love with,” Rihanna shared. “That was really important for me. In every product I was like: ‘There needs to be something for a dark-skinned girl; there needs to be something for a really pale girl; there needs to be something in-between.’ There’s red undertones, green undertones, blue undertones, pink undertones, yellow undertones — you never know, so you want people to appreciate the product and not feel like: ‘Oh that’s cute, but it only looks good on her.’”

This ethos is reflected in Fenty Beauty’s marketing campaign, where models like Duckie Thot, Paloma Elsesser, Halima Aden, and Slick Woods show off the wonders a good highlighter can do for any skin tone. The emphasis is placed on a range of products and shades with a wealth of consumers in mind—not a single look that only a few girls can emulate.

Fenty Beauty was an instant hit, with beauty bloggers praising “the first truly inclusive beauty line” and declaring that Fenty Beauty “has the range.” At Jezebel, Clover Hope contextualized Rihanna’s pioneering efforts within a “frustrating cycle for women of color in search of beauty products.” Unsurprisingly, catering to a huge and largely underserved market paid off; by Tuesday, a number of Fenty Beauty offerings appeared to be sold out. According to The Cut, seven out of the 13 darkest foundation shades are currently out of stock on the Sephora website. “Sharing on social media, fans and even employees at Sephora have posted photos of empty racks of Fenty Beauty–especially foundations catering to women of color,” Vibe reported. “With most brands releasing two shades for women of color, the singer has shed light on black buying power.”

Some makeup brands have previously made moves to accommodate—or at least market to—black women, who spend an estimated $7.5 billion annually on beauty products. But Fenty Beauty has raised the bar, leaving competitors scrambling to keep up. Social media vigilantes have noticed other brands leaning into diversity in the wake of Rihanna’s epic launch, sharing photos of their own foundation ranges and black models on Twitter and Instagram.

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