What does inclusivity mean for makeup brands? It is more than just adding a few extra shades of foundation. Brands shouldn’t stop there. Think concealer, bronzer, blush, highlighter, lipsticks, and everything in between. We need products that work for every skin tone and type, not the one-shade-fits-all mentality the beauty industry has clung to for way too long. For years, the beauty industry’s lack of inclusion made people of colour (POC) feel like an afterthought rather than an essential part of the customer base. But some brands are changing the game, like Fenty Beauty, where ‘representation’ is more than just a marketing gimmick. That is the story of inclusivity initiatives by Fenty Beauty.
Fenty Beauty was one of the most talked-about beauty launches, and having Rihanna in charge certainly added to the buzz. But Fenty Beauty isn’t just another makeup line with a celebrity name attached. When Fenty Beauty launched in 2017, the brand introduced 40 foundation shades (now up to 50), catering to everyone from those with albinism to the deepest skin tones. It set a new standard for the beauty industry. Unlike many celebrity-endorsed projects, the brand has put well-planned and meaningful thought into its product range and inclusivity.
Fenty Beauty: True inclusivity right from launch
Fenty Beauty was the first brand to offer an impressive 40 inclusive shades at its very first product range release. Before this, no other brand had indeed addressed the entire spectrum of skin tones, from the lightest to the darkest. Fenty Beauty carefully considers the subtle differences in skin tones and undertones, understanding that everyone’s skin tone is unique. For those who had to mix multiple foundations to get a decent match or who settled for a shade that barely resembled their skin tone, Fenty’s inclusive approach provided a long-overdue solution.
Fenty’s approach has always been about “showing, not telling.” What’s surprising is that the brand never used the word “inclusive” in their marketing. Instead, Fenty’s initial campaign centred around the “Beauty For All” mantra, which allowed so many women to find themselves in the brand and feel included.
The “Beauty For All” campaign focused on authenticity and real-life representation, a refreshing change from the usual glossy and airbrushed beauty ads. Moreover, by featuring models of various races, sizes, and backgrounds, Fenty Beauty made consumers feel seen and valued. This approach struck a chord with those who had long been overlooked by cookie-cutter beauty standards in marketing.
Rihanna’s goal was to make her beauty brand accessible to women worldwide and to serve all women of all cultures. To achieve this, Fenty Beauty launched in 17 countries on the same day and at the same time. The brand used an omnichannel marketing strategy and prepared to ship products directly to 137 countries, ensuring a global reach right from the start.
The power of the ‘Fenty Effect’
Today, it’s not just about foundation. Fenty’s range of complexion, cheek, and lip products has set a new standard, showing that diversity in beauty brands matters. As Fenty redefines what inclusivity means in the beauty industry, it has prompted other brands to follow in its footsteps. This shift has even led to the term “The Fenty Effect,” highlighting Fenty’s significant impact on the industry.
Krystal Robertson, a 26-year-old nurse from Mississippi, made headlines with her review of Fenty’s Pro Filt’r Foundation in shade #110. As a woman with albinism, she had never found a foundation that matched her skin tone without turning orange. What amazed many online was that #110 wasn’t even the lightest shade available. It showed how inclusive Fenty Beauty’s range is.
“I felt that me finally being myself was worth it,” she shared. “It means the world that Rihanna not only created a range of shades for all women of colour but also brought us together.“
The Fenty Effect sparked a chain reaction, compelling other brands to finally offer more inclusive shade ranges. In the year following Fenty Beauty’s launch, makeup brands began offering more shades than ever before. Maybelline introduced its SuperStay Full Coverage Foundation with 28 shades in 2018 and expanded it to 50 shades in 2019. CoverGirl also launched its TruBlend Matte Made Foundation in 2018 with 40 shades. Too Faced also increased its Born This Way Foundation shades to 35 in 2019 after facing criticism for being non-inclusive.
Gender-inclusive Fenty Skin
In the summer of 2020, Rihanna introduced Fenty Skin, her brand’s first skincare line. True to her commitment to inclusivity, the launch featured an ad that showcased both men and women of different skin tones. The campaign even included male celebrities like Lil Nas X and A$AP Rocky.
While many beauty ads focus on women, Fenty Skin’s gender-inclusive campaign shows that skincare can be inclusive of all genders. The men’s skincare market lacks the education and visibility that women’s skincare has, leaving men, especially men of colour, with fewer options. Fenty Skin shows that beauty is moving toward a more gender-fluid future.
Rihanna explained that she never saw skincare through a gender lens. “To me, the only thing that makes it different is the colour of the packaging.” In other words, skincare doesn’t need gender labels, just different-coloured boxes to keep things interesting.
Fenty Beauty and inclusivity: The final thoughts
Fenty Beauty proves that inclusivity in makeup should be the standard. It should be something every brand does naturally. Inclusivity should be a basic expectation in every industry, not something unusual or exceptional. Whether it’s catering to people of colour or the LGBTQ community, Fenty consistently reaches out to all kinds of audiences, proudly wearing its “diverse & inclusive” badge.
However, the problem is that most inclusive brands, like Fenty, are high-end. Why should anyone have to spend a fortune just to find a foundation that matches their skin tone? The beauty industry needs to step up, especially drugstore brands, and stop making diversity a luxury.
Disclaimer: The views expressed in this article are based on the writer’s insights, supported by data and resources available both online and offline, as applicable. Changeincontent.com is committed to promoting inclusivity across all forms of content, which we broadly define as media, policies, law, and history—encompassing all elements that influence the lives of women and gender-queer individuals. Our goal is to promote understanding and advocate for comprehensive inclusivity.
