Rihanna premiered the highly anticipated campaign video for her new Fenty Beauty cosmetics line and black girls are rejoicing!
The video, featuring a diverse group of-the-moment models of color including Duckie Thot, Slick Woods, Halima Aden (wearing her signature hajib) and Paloma Elsesser, was more than a simple teaser introducing us to Fenty Beauty – it was a visual manifesto to the beauty industry historically turning a blind eye to the beauty needs of women of color.
The campaign implies to brown and black girls "the new generation of beauty" is for you and by one of you. And this isn’t just lip service.
For Rihanna, diversity isn’t just a buzzword to market her new makeup line and the "United Colors of Benetton" band of models in the campaign isn’t solely for great optics in hopes of meeting a bottom line.
The pop star confirmed over the weekend just how serious Fenty Beauty is about catering to a full range of complexions when a fan praised her, through Instagram direct-message, on the rumor that the line will carry 40 (yes, you read right!) shades of foundation. To which Rihanna replied,
"You knoooowwww it!!!!! Gotta represent for my girls and we come in all shades! Especially my brown sisters… been left out too many times in the makeup world!"
Every woman of color can relate.
fenty beauty ad w a lot of poc. Amazing representation and not to mention an ea with monolids.... TAKE ALL MY MONEY pic.twitter.com/NGLvLqn7ke— a (@asianult) September 1, 2017
fenty beauty has 40 foundation shades...rihanna isn't playing any games kim and kylie can pack up and go home pic.twitter.com/oahpfTicZW— el #defendDACA (@biselinakyle) September 1, 2017
Rihanna's promo for fenty beauty and the inclusion of different women / skin tones— hamdaaa(@_chickennnn) September 1, 2017
Sadly, shopping for makeup as a woman of color can be a trying experience. Despite being largely ignored by the beauty industry, black women spend billions of dollars on their desperate hunt for beauty products that effectively match or work on dark skin.
It would make sense for big beauty companies to target black women but brands have been slow to do so. MAC and Bobbie Brown have built a reputation over the years as being more inclusive than other mainstream brands.
While the high demand for more inclusive shades has pushed brands such as Lancôme, NARS Cosmetics and Estee Lauder to embrace multicultural beauty and expand their spectrum of shades, there is still a lot of work to be done before women of color’s buying power is reflected in the attention and thought put behind the correct formulations that work with darker skin.
There are still brands today that offer nothing darker than a tan hue! No wonder Fenty Beauty is the most buzzed about new makeup line to hit shelves in some time.
The line will be sold exclusively through Sephora and will be available 12 am PST on September 8. Sephora App users can exclusively preview the collection now!