Of all the brands in 2020, Fenty Beauty may have been having the most fun. With a playful, sexy and ultra-positive attitude toward beauty, Fenty celebrates makeup as a tool for self-love. Their highly inclusive product range proves that products and content that follow through on their promises solidify the message that we go further together, and that glam is truly for everyone.


Many consumers identify with Fenty Beauty and feel represented in their diverse product line, which has a shade for every skin tone. The “You Did That” feature on their community page encourages customers to express and celebrate individual creativity and beauty.


Fenty is deeply invested in participating in and elevating the culture of its followers. This includes the TikTok house, a place for the new generation of creators to connect and collaborate. Rihanna recognized her stable of TikTok creators as “the sickest, the illest, the most creative” generation. Through Fenty University, fans of the brand have the opportunity to learn Rihanna’s most loved make-up looks by engaging with celebrity makeup artists.


Fenty Beauty is a poster child for diversity. Executives from Sephora called it “the most inclusive beauty brand in the world," and the brand was dubbed an “Invention of the Year” in 2017 by Time for offering 40 different foundation shades—far surpassing its competitors. The line’s darkest shades quickly sold out, which many attributed to the lack of other options on the market. The brand also ceased all sales on Blackout Tuesday to show solidarity with the Black Lives Matter social media movement.


No brand is void of controversy, and Rihanna and Fenty experienced reverse mobilization when the brand used a song that contains a narration of the Islamic Hadith during a Savage X Fenty fashion show. The brand came through with a rapid personal apology from Rihanna and direct engagement with fans over social media. In another instance, Fenty Beauty immediately halted sales of its Geisha Chic highlighter after its community protested the name over social media, saying, "We hear you, we have pulled the product until it can be renamed. We wanted to personally apologize. Thank you so much for educating us."


Fenty Beauty revenue in 2019

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