Rihanna's Fenty Beauty has always been lauded for its inclusivity. Its debut collection included forty different shades of foundation for every skin tone and type. The selection was so varied that it sent shockwaves through the beauty industry, which has often been criticized for its lack of diversity. Following Fenty Beauty’s initial launch, Dior, CoverFX, CoverGirl, Flesh, and other brands followed suit with their own inclusive foundation ranges.
Within one month of its release in 2017, Fenty Beauty's sales were valued at more than $72 million. In addition, many of its products sold out immediately, especially the darker shades of foundation, which were a big hit with women of color who had mostly been ignored by the beauty industry. In the UK, Fenty Beauty became Harvey Nichols's most successful beauty launch ever.
To kick off 2019, Rihanna has announced that Fenty Beauty will now introduce Pro Filt’r Concealers, which will be available in fifty shades to complement each customer’s skin tone. The new concealers, which will be available at Sephora, Harvey Nichols and FentyBeauty.com, are expected to debut on January 11. The singer and beauty maven has promised that the new shades will be “creamy, crease-proof, and long-wearing.”
Rihanna has also released a YouTube tutorial showing Fenty fans how to apply the concealer. If you thought the Barbadian singer would be spending her winter holidays relaxing on the beach back home, think again. It’s nothing but work, work, work, work, for the Caribbean Queen of pop music.
The new Pro Filt’r Concealers promise to cover, brighten and highlight. In the video, the singer says each Pro Filt'r Foundation shade matches a corresponding Pro Filt’r Concealer shade, therefore customers will have no trouble finding the concealer that best suits their skin tone. The formula is designed to dry and matte quickly without unnecessary buildup.
Fenty's new Pro Filt’r Instant Retouch Concealer will retail for $26. According to Priscilla Ono, Fenty Beauty's Global Makeup Artist, "Rihanna is all about skin looking like skin; she never wants skin to look makeup-y, and this concealer is really the essence of that."
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50 creamy, creaseproof, and longwearing shades of #PROFILTRCONCEALER are dropping for the new year! Get ready to cover your bags, dark circles, pimples, hyperpigmentation, and sins 😏😉! Available at fentybeauty.com, @sephora, @harveynichols, and #SephorainJCP on January 11! #THECURE
"There are so many people with very unique undertones," Ono says. "For example, Slick Woods, one of our models, has a very unique olive undertone and we needed that perfect foundation to match her. We made a color just for her: She's 345."
Fenty Beauty will also be launching Pro Filt'r Setting Powder in eight translucent shades on January 11, as well as ten more Pro Filt'r Foundation Shades, a Powder Puff Setting Brush, a Lil Precision Makeup Sponge Duo, and a Concealer Precision Brush, so expect to have enough time to browse and your credit card ready when the time comes.
Given its innovative and inclusive approach to beauty, Fenty Beauty was named one of Time magazine's best inventions of 2017.