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.
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.