More than a year on, the much-anticipated launch of Fenty Beauty is still one of the most celebrated and shrewd in recent beauty history. Landing with 40 foundation shades already in its arsenal, this was a brand that made clear, from the off, that everyone and every shade mattered. For many customers, it provided – for the first time – a shade that truly suited their skin tone. Since then, diversity and inclusivity have become buzzwords in the industry, and brands scrabbling to keep up with the example set by Rihanna have given rise to the Fenty Effect (which proved, beyond doubt, that darker shades sell, despite the excuses oft-cited by brands for their limited shade selections).
But, rather than sit back and bask in the glory, Fenty has pushed on, creating new products like the Stunna Lip Paint and the Moroccan Spice Eyeshadow Palette, and, crucially, expanding its shade range even further. Using customer feedback to pinpoint exactly where more shades were needed, the brand has filled the gaps. “Skin tones are endless and Rihanna’s goal is to provide as many options for as many people as possible,” said a press release from Fenty Beauty. “Rihanna even personally found people that we didn’t have a shade for yet and flew them into the Fenty Beauty product development offices to be colour matched in person and ensure they got it exactly right.” Today marks the launch of 10 new shades to sit within its foundation range alongside 50 shades of the brand new Pro Filt’r Instant Retouch Concealer, created because the brand “felt concealer was a category that was in need of a more expanded shade range”.
Dubbed by Rihanna herself as “the cure for bags, dark circles, hangovers and bad decisions”, the Pool team gave the range a go to see if it stacks up. Across the board, we found that the highly pigmented, creamy texture gave great coverage and meant only a small amount is needed. It blends easily into skin, giving a semi-matte, velvety finish. As well as covering spots and eye bags, it’s excellent for colour-correcting redness, while still feeling breathable, rather than heavy. And because the formula is flexible, it doesn’t crease (provided you don’t apply too much). Each concealer is “made to complement – not match – its corresponding Pro Filt’r Foundation number”, meaning that if you are a 240 foundation, you might not be a 240 in the concealer range. To find your match, the brand recommends sticking with the same colour as your foundation for under eyes (which will be brighter), or using a shade or two darker on spots or hyperpigmentation.
As a final addition to the new line-up, Fenty is also launching the new Pro Filt’r Instant Retouch Setting Powder, a super-fine powder available in nine shades to cover all skin tones. It feels light on skin, helps to knock down any shininess and set your make-up in place, but still leaves skin looking fresh (no cakiness).
Given the attention to detail and the commitment to making her products available to everyone, once again Rihanna proves that simply listening to your customer is a recipe for success.