After putting the entire beauty industry on alert with her epically inclusive Fenty Beauty launch, it seems many are in their feelings after getting clear proof that black and brown girls spend coins on products that speak to us. Beauty brands have suddenly begun promoting how diverse and inclusive their own collections are and some are even trying to throw shade – like Make Up For Ever.
The makeup giant tried to come for Rihanna’s line on Instagram Monday, posting a pic captioned “40 shades is nothing new to us” in an apparent reference to Fenty Beauty’s much lauded 40-shade foundation launch.
“Since 2015, the #ultraHDfoundation released 40 shades for everyone’s unique skin tone understanding the difference between red and yellow undertones. With expertise, time and passion – we shall continue to develop and improve our products for pros, for you, for everyone…”
Well, someone tipped off Rihanna, who responded in true bad gal form.
She clapped back, not once, but twice, calling the brand “ashy” and “shook”. Funny, yes. But, what makes Rihanna’s clap back so meaningful is that while a lot of brands do offer a wide spectrum of shades, they are rarely offered at launch. The deeper colors are typically add-ons, after thoughts and rarely marketed or stocked at makeup counters. (Who can really pick their perfect match on a computer monitor?) And, no shade, but shade – many are ashy as they use SPF formulations that do not complement deeper skin tones.
So, yes, Rihanna does have the industry shook. With Black women spending more than $8 billion a year and 80% more on beauty products than our white counterparts, it’s about time brands take real notice.