by Fenty Beauty has always maintained inclusivity.
The launch of Rihanna’s Beauty brand was nothing near the conventional and has made a huge impact on the beauty industry over the past few years. In the launch campaign Rihanna highlighted under-represented women and cultures and how her products would cater for everyone. The Fenty Beauty website states, Rihanna was inspired to create Fenty Beauty after years of experimenting with the best-of-the-best in beauty—and still seeing a void in the industry for products that performed across all skin types and tones. She launched a makeup line “so that people everywhere would be included,” focusing on a wide range of traditionally hard-to-match skin tones, creating formulas that work for all skin types, and pinpointing universal shades. She launched an incredible forty shades of foundation, catered to ‘all’ women’ which shook the beauty industry and sent out a clear message that everyone needs to do better!
Other leading brands follow suit
Soon after other leading beauty brands sich as Dior, Mabelline and MAC makeup all announced new shades of foundation being added to their lines which catered for a wider audience. A new trend which was being refered to as “Fenty Forty”. The darker shades of the brand practically sold out immediately on its debut, further highlighting that an audience that had been previously ignored was now being catered for. In an article published by The Daily Mail recently, supermodel Naomi Campbell has revealed she cried over her ‘grey face’ on a 1988 cover of Italian Vogue, after the make-up artist admitted he had no foundation to suit her because they ‘didn’t know she was black’. It is fair to say that the beauty industry has come a long way since then and is continually evolving.
Black Lives Matter
Forward to 2020 in the midst of a global pandemic we witnessed the most horrifying killing of George Floyd. His death sparked protests against police violence and brutality against black people which quickly spread all across the world. Black Lives Matter has become an encouraging movement that promotes equality, justice and healing for Black people. Large corporate firms have spoken out about inclusivity and are paving the way in providing more opportunities in support of the Black Lives Matter movement. Rihanna demonstrated her support by ceasing trading on Blackout Tuesday which saw thousands of participants post black squares on their feeds. It is fair to conclude that Fenty Beauty has from day one been about inclusivity and diversity, their mission does not stop at just changing the beauty industry but also how we can all make changes for the better everyday.
Here at Glamdeva we have quietly been learning, supporting and donating to different causes in support of the BLM movement. We have been exploring different options in our booking pages and will be announcing some changes in the near future. You will be able to search and book artists near you in the coming weeks once clarity is provided by the UK government.
