Bombarding the makeup industry from shadows to foundations, Rihanna has truly kept the industry on their toes. With the latest launch of her all-inclusive cosmetic line, released earlier this September 2017, Fenty Beauty certainly put the media into a major frenzy.
As the highly anticipated cosmetic line provides a diverse range of forty foundation shades, it also provides an in-depth conversation amongst many.
As the makeup industry is known for taking risks, such a consistency is clearly lacking when it comes to the expansion of darker foundation shades for African American individuals. However, the lack of expansion has, in-turn, given major exposure to Fenty Beauty, as it capitalizes on the inclusivity of all.
Fenty Beauty has managed to appreciate all women of color, but especially African-American women as they dominate the industry which once did not fully accommodate to those of that nature.
Now while it is true that many makeup brands set out a wide variety of foundation shades intended for all individuals, many fail to realize that, specifically, African American people come in all different shades.
Just recently, the makeup brand Make Up For Ever released their lack thereof solution of foundation shades for women of color. The line included a limited range of shades which they proudly debut in efforts to appease individuals of all skin tones.
This, however, is very common within the beauty industry, as there seems to be the notion that women of color, but especially African American women are not consuming foundation, or in general makeup. In turn, this results in the lack of inclusivity within makeup.
Now, although African American women may not be the intended demographic for a certain makeup brand, that does not negate the fact that they should be represented. Darker shades should be held as a priority, as Rihanna can attest to that as she recently stated in an Instagram Direct Message, “Gotta represent for my girls and we come in all shades!”
Yet as of today, Fenty Beauty has made all shades priority but especially the darker shades as they are currently out of stock in Sephora stores as well as online. This validates that African-American women are, in fact, consuming makeup, but mostly foundation, as their shades may not have been displayed.
According to Refinery29, “Black women, in particular, spend an estimated $7.5 billion annually on beauty products, shelling out 80% more on cosmetics and twice as much on skin care as their non-Black counterparts.” Yet, African-American women are still unrepresented and unacknowledged by the industry that is benefiting from black women the most.
The expansion of Fenty Beauty is causing major conversation, competition and even confusion within the industry only in the best way, as African American women are finally being heard and represented. However, it is only a matter of time until the value of darker skin tones creates a domino effect in efforts for other makeup brands to make them a priority.
