R&B superstar, fashion icon and makeup authority Rihanna has just launched her very own brand of makeup, Fenty Beauty. Created by Rihanna and Kendo, the cosmetic company behind brands such as Kat Von D and BITE, Fenty Beauty features edgy, innovative products and inclusive shades. Although not Rihanna’s first foray in the beauty world, her aesthetic and style is evident in the sleek nude packaging, color range and shade names like “Trophy Wife” and “Ridiiic.” Fenty Beauty aims to be an accessible, all-inclusive brand, and much like Rihanna does with everything, dominate the industry and redefine expectations.
Swatches of some of the darker shades of Pro Filt’r Soft Matte Foundation. | Francisco Martin/Cooglife
Swatches of the lightest shades of the Pro Flit’r Soft Matte Foundation. | Francisco Martin/Cooglife
Unlike many other newer beauty brands, Fenty Beauty has launched with a well-developed catalog of products, including complexion products and tools. Pro Filt’r Soft Matte foundation is Fenty Beauty’s signature product. The 40-shade range is unprecedented for a new beauty brand and includes shades and undertones that will match virtually anyone. This medium-coverage foundation is lightweight, features a natural matte finish and is suitable for all skin types.
Those with oily skin should consider pairing it with a primer, such as the brand’s own Pro Filt’r Instant Retouch primer or any other oil-controlling primer. Fenty Beauty’s Match Stix can be paired with the Pro Filt’r foundation to conceal, contour and highlight. These creamy makeup sticks dry down to a powder finish and make layering the product easy with a natural-looking finish. In addition to skin tone shades, Match Stix are also available in a range of bright, iridescent shades that can be used as a a dewy highlighter, blush, or as lip color. These cream highlighters are great for those with normal-to-dry skin but should be avoided by those with oily skin, as oil can cause the product to separate on the skin.
Display of the Match Stix Trio. | Francisco Martin/Cooglife
The Match Stix Trio contour comes in many different shades. | Francisco Martin/Cooglife
Rihanna is known for her signature, dewy glow in almost all of her makeup looks. This look can be easily recreated with the Killawatt powder highlighter. Featuring four different color-duos and two individual shades, these powders can be used as blush, highlighter and even as eyeshadow. The shimmery peach tones of the “Lightning Dust”/”Fire Crystal”and “Mean Money”/”Hustla Baby” duos are great blush shades for light-to-medium skin tones. The yellow-gold Trophy Wife highlighter single is one of Fenty Beauty’s most anticipated products and is a beautiful highlighter shade for medium-to-deep skin tones. All of the shades of Killawatt can be used to create shimmery, intensely-pigmented eyeshadow looks, and work best when layered over other matte eyeshadows. Fenty Beauty’s Gloss Bomb Universal Lip Luminizer is a high-shine, rosy nude lipgloss that flatters any skin tone and can be used to compliment a dewy look.
In addition to complexion products, Fenty Beauty also features a selection of oil control solutions and makeup brushes. The Invisimatte blotting powder and blotting papers can be used to control excess shine without disturbing makeup, keeping everything in place and extending the wear-time of the makeup. Fenty Beauty’s brushes are made of synthetic bristles, making them more hygienic than traditional animal-hair brushes and, like the entire Fenty Beauty range, are cruelty free. The feel and shape of the 120 Highlight brush makes it a standout among the rest, and will make highlighting and contouring easy even for those who do not wear makeup often.
Swatch of “Trophy Wife,” Fenty Beauty’s highly anticipated golden hued highlighter. | Francisco Martin/Cooglife
Killawatt Highlighter single in “Trophy Wife.” | Francisco Martin/Cooglife
Killawatt Highlighter Duos in “Lighting Dust”/”Fire Crystal” and “Mean Money”/”Hustla Baby.” | Francisco Martin/Cooglife
Fenty Beauty has been aggressively launched in almost every Sephora store across the globe, at British department store Harvey Nichols and at Fenty Beauty’s own website. With its high-quality products, shade range and an innovator like Rihanna at its helm, Fenty Beauty is sure to take over the industry and be the next “it” brand others can only compare to.
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