In a time when inclusion and diversity are in and poor makeup choices are out, Fenty Beauty by Rihanna is taking the world by storm (and then some). This brand was founded no more than a year ago, but has already found its way to almost 3 million Instagram followers, into makeup drawers around the globe, and has revitalized the daring makeup looks some of us only dream about flaunting. On top of all of this, Fenty Beauty has still managed to celebrate the uniqueness and inner beauty of every spectrum of person who wears the brand.
It is clear Fenty Beauty is doing something very right with their marketing and brand management.
With the first launch of the brand, it was very clear it would not be like any other. Regardless of coming from a social justice POV or a business one, it is clear: over are the days of thin, cis, Caucasian women being the only celebrated perspective in the makeup industry. It was time to redefine what “beauty” is, and use one of the most well recognized singers in the world’s makeup brand as a platform.
Fenty Beauty has cast models from every color of the rainbow, every spectrum of sexuality, and every body shape to be a part of not only a campaign, but a movement.
There are so many positive occurrences being practiced with this brand, but the most important by far is recognizing the lack of diversity in this industry and using its digital marketing channels to capture a market that was completely being overlooked by the makeup moguls.