If you read the title, and have no idea what the heck a “Fenty” is, you’re in the right place.
(Also, you must be living under a rock, but I digress.)
Let me summarise. Fenty is the craze that’s been sweeping across the globe. It’s been driving every beauty journalist, editor and aficionado crazy for the past month. It very nearly drove us to buy same-day tickets to NY, just two days ago – and it also happens to be the brain child of pop queen Rihanna.
Made by Kendo Brands (under Sephora) and headed by Rihanna, Fenty Beauty is the latest celebrity foray into the world of makeup, following in the footsteps of Kylie Cosmetics and the like. Before you roll your eyes and swipe away, however, note that Fenty is not to be underestimated.
“Passion project” or not, we knew the beauty queen wouldn’t disappoint, and indeed she didn’t: editors from all across the world gushed over the packaging, the colours and the formulas while the rest of us drooled over their envy-inducing snaps. We’re not embarrassed to say that we were one of the many hundreds of thousands waiting for the clock to strike midnight on the day Fenty went live – after all the hype, who wouldn’t be curious?
So: in case you were as curious as we were, here’s a quick 8-point summary of everything we’ve learnt about the most hyped beauty brand to hit the 2017 market.
1. It’s eponymous.
Trivia question: what is Rihanna’s official full name? Answer: Robyn Rihanna Fenty – and there you have it.
2. It’s got 5ish collections (so far…)
Picture a pyramid of perfection. The Pro Filt’r retouch primers and longwear foundations form the base, which is complemented by the conceal, contour and highlight Match Stix, literal-gold-flakes-on-your-skin Killawatt, and barely-there Invisimatte powder. A slick of Gloss Bomb makes the cherry on the cake. Boom.
3. Everyone is raving about it.
Literally everyone. You’ll be hard-pressed to find a brand better covered than Rihanna’s own. From Refinery29 to the Daily Mail to NME, the name Fenty is on everyone’s lips.
4. Her foundation comes in 40 shades.
No wonder girls all over the world are rejoicing. Finally, a brand that gets what foundation was made for (hint: match our actual skin). For a consumer-driven market, beauty brands have taken way too long to realise the importance of a variety of colours, let alone undertones – and Rihanna gets that. Take it from the founder herself: “We come in all shades! Especially my brown sisters…been left out too many times in the makeup world.”
“There’s so many different shades — there’s red undertones, there’s green undertones, there’s blue undertones, there’s pink undertones…” she continued, “You want people to appreciate the product and not feel like, ‘Oh that’s cute, but it only looks good on her.” Amen, sister!
5. Her lip gloss promises to suits everyone.
Like Rihanna said, we come in all sorts of colours, so to say that you’ve found a magical shade that matches absolutely everyone is definitely a big claim. We haven’t been lucky enough to try it ourselves, but from what we’ve seen it seems like it works! How ’bout a round of applause?
6. The packaging is from heaven
There’s something mesmerising about magnetic packaging. The way it clicks perfectly into place. That satisfying snap of the lid and the body. Fenty, however, takes that one step further: the packaging body is also magnetic, so all your Fenty products will always be together, and you can grab them all in one go. No fishing needed. *sheds tear*
7. It’s paraben-, sulfate- and cruelty-free…but it’s not natural.
No surprises there: not many of the celeb ranges are natural, considering how most of them focus on providing an impressive range of colours rather than impressive ingredients. *sheds more tears*. At least it’s animal-friendly.
8. But there’s more to come
However, if there’s anyone that can do it, it’s Rihanna. She’s hinted that some more showstoppers are in the works and we’re keeping our fingers crossed that she’ll be open to exploring natural beauty as she expands Fenty. Needless to say, we’re excited to see what RiRi has got coming next!
Fenty Beauty is available for purchase now via their official website.
– Jennie Lim