At the time, this was a novel concept, especially when it came to foundation.
When Fenty first arrived, my office was right across the street from the Times Square Sephora.
It showed how serious the demand was.
You had to really search long, far, and wide to get really great shades.
The lack of appropriate shades for Black women went on for so long that it became normalized.
They made these products that made you look gray or kind of purple.
Brooklyn-based makeup artist
Fenty Beauty came into the industry determined to work for everyone.
In addition to perfecting shades for deeper skin, Fenty also gotpraise for its lightest shades from Albino people.
And its inclusivity stretched beyond complexion.
The beauty industry had always focused on perfection with its marketing.
But Fenty Beauty came and did that.
Now, we see more and more of this inclusivity in the industry.
Beyond its overarching inclusivity, Fentys branding is unapologetically Black.
One of the things that Fenty has done differently is its product naming, says DeVard.
Theres also theStunna lip paintand thePore Snatch skin-prep set.
Brooklyn-based makeup artist
Fenty eclipsed itself in 2019by increasing its range to 50 shades.Now, its up to 59.
It showed everything can be possible and you just need to go for it.
But a brand needs more than hope to succeed: It needs support and capital.
Case in point: Fenty Beauty was one of just seven Black-owned brands sold in Sephoraas of July 2020.
Now,there are 23.
Black-owned brands likeAmi Cole,Gilded Body, andBossy Cosmeticsare now much easier to find and shop.
Fenty alone cant be credited with this growth, but it certainly led the charge.
In seeing her, many of usparticularly Black womensaw ourselves.
And its refreshed and inclusive approach to beauty has rubbed off on the rest of the industry.
What Fenty has accomplished in five short years is nothing short of amazing.
And we cant wait to see whats next.
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