The unapologetic makeup industry is singing over Time magazine’s most coveted feature yet: Genius Companies 2018: 50 Businesses inventing the future.As we eagerly scrolled down the list of compelling names all of which ring a bell in their impact over the current and future zeitgeist, our eye immediately caught the most inspiring name in the cosmetic industry at the moment- Fenty Beauty. Established and spearheaded in 2017 by entertainment industry powerhouse Rihanna, the headlining beauty brand made waves in the market with its iconic take on the concept of inclusivity. With an introductory range focused on offering 40 different shades on the complexion spectrum and an underlying aim to carefully reestablish the how, when and whys of makeup, Fenty Beauty has strategically graced us with its presence-justifying why it deserves to be on the list.
Sharing a pool with highly triumphant companies like Nike and Netflix, Fenty Beauty strikes a sublime semblance of diversity both in product and brand representation and has created a challenged harmony in the overall deconstruction of beauty standards often led by the term “Fenty Effect” launching line-ups of merchandise that are suitable and appealing to the cosmetic regular and newcomer. In its year long run as a top performing brand, it’s safe to say that we have built quite the list of ultimate favourites, but here are the new soon-to-be launched products that will have us shining bright like a diamond.
Metallic fever with Fenty Beauty's new Holiday Collection - Launching 12 October 2018