Since dropping last week, Fenty beautyhas created hella hype.
In reality, this brand has been years in the making. Why? Riri wanted to make sure that the products were inclusive on launch and that items like the Gloss Bomb Universal Lip Luminizer were truly universal and looked good on everyone.
At the launch event last week, she told press, “In every product, I was like: ‘There needs to be something for a dark-skinned girl; there needs to be something for a really pale girl; there needs to be something in-between.’”
As a dark-skinned beauty journo that’s often told at launch events that ‘darker shades are coming soon,’ for them to never actually appear, I bowed down to the inclusivity of Fenty Beauty. The unveiling of the diverse shade range of the Pro Filt’r Foundation was the cherry on top of an epic launch. 40 shades from alabaster to ultra deep means that everyone can feel catered for, which is exactly what Riri wanted to achieve when she launched the range.
And the hype was REAL – when I dared to try and visit the Fenty Beauty website on Friday morning, I was politely told that there was 35,199 people waiting ahead of me. I’m British and I like queuing, but that’s excessive. So, as pictures of the sold out dark shades of the foundation began to emerge on Instagram, I wasn’t shocked.
There is such a lack of choice for darker skinned consumers that of course we’re going to jump on a brand that caters for us so well.
If only more brands would wake up to the fact that yes, we are an ethnic minority, but we have major buying power. In fact, research by Nielsen found that Black consumers spend nine times more on beauty and grooming that any other group in society. So not only does it make sense from a societal view, but also the evidence is there in cold hard cash.
Black women are willing to invest their money in brands that care to cater for them and the empty shelves of the Fenty Beauty stand prove it.
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