Rihanna’s Fenty Beauty Named ‘Best Invention’ Of 2017

Fenty Beauty

Photo Illustration: Allison Schaller

The Rihanna effect on her Fenty Beauty cosmetics line continues to roll out in full force. The beauty brand has scored another history-making notch as one of TIME’s25 Best Inventions of 2017.”

Fenty Beauty didn’t just make the cut because of RiRi’s star power, but because of the brand’s intentionality in marketing to women of all colors and shades. This, of course, had brown girls lit, lining up all around the world to get their hands on a brand that recognized their beauty needs and wants.

[SEE ALSO: Everything You Need To Know About Rihanna’s Fenty Beauty Collection]

While we hadn’t considered the makeup powerhouse to be an invention in terms of function, it certainly was a powerhouse in terms of design and inclusivity. With its 40-shade foundation line at the center, Fenty Beauty’s diverse AF campaign put the fire under longstanding brands to better promote to (and, actually make colors for) deeper skin tones. Just one month after the launch, the brand has been valued at $72 million and continues to outpace makeup heavyweights like Urban Decay and Kylie Cosmetics. 

Congratulations, RiRi!

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About The Author

Stephenetta (isis) Harmon

isis is a music, hair and communications junkie. by day, she serves as online editor for Hype Hair and runs boutique PR/digital company Kladé Group. by night, she bangs as frontwoman for rock band Born Relic.