Fenty Beauty is an inclusive cosmetics brand founded by Rihanna in 2017 after she recognized how many people struggled to find makeup designed for their skin tones. The brand launched with 40 foundation shades, immediately challenging the limited shade ranges offered across the beauty industry. This shift became known as the “Fenty Effect,” encouraging other brands to improve representation and product inclusivity. Fenty Beauty combines high-performance formulas with Rihanna’s bold, effortless approach to self-expression. Its campaigns feature people across different skin tones, genders, cultures, and personal styles, making diversity part of the brand’s foundation rather than a marketing initiative. From complexion products to skincare, fragrance, and hair care, Fenty continues to expand its inclusive beauty universe. Fenty Beauty transformed representation from an industry advantage into an expectation.