Women of color who are also makeup obsessives know just how tough it is to find makeup that compliments your exact shade. Even harder to find are makeup companies that make women of color a priority outright, not just in shade matching but in marketing as well. Looks like Rihanna has come just in the nick of time with her Fenty Beauty line.
The makeup line is set to release on Fentybeauty.com and Sephora’s website and physical stores Sept. 8, and Rihanna has put all of us (and our wallets) on notice with this hyper-inclusive, melanin-rich promotional Instagram video.
Rihanna has definitely put all major makeup brands on blast by showing how inclusivity in the makeup industry is done. Not only does she have several shades of black women in her video—showing that she does realize how hard it is for people with the darkest skintones to find matching shades and that she plans on being their go-to girl—she also features women of other ethnicities, cultures, and even religions, showing that she’s here for multiracial, multiethnic, and heavily underrepresented women. The message, plain and simple, is “You’re beautiful, and I’m here to help you flaunt your beauty.”
The shade names also speak to Rihanna’s aesthetic and the girl Rihanna’s aiming to capture with her brand. “Chili Mango,” “Yacht Life,” “Trophy Wife” and “Confetti” all speak to the girl who either has (or is working on growing) large amounts of self-confidence, self-love, and self-worth.
In short, this is going to be one of the biggest makeup events of the year, and I can’t wait to get my hands on some of the products.