Rihanna's Fenty Beauty makeup brand to release 50 shades of concealer
Rihanna’s cosmetics company Fenty Beauty has been highly praised following the announcement that it’s going to be releasing 50 new shades of concealers on 11 January.
Fenty has had a huge impression on the makeup industry ever since its launch in September 2017, arguably revolutionising the way in which brands approach diversity.
The brand’s first line included 40 different shades of foundation and more than 20 correcting “match stix” concealers, with the company promising that “women everywhere would be included”.
Several makeup brands promptly followed suit, including Dior and Revlon, who released diverse ranges of foundation in May and June 2018 respectively.
Now, more than a year after makeup aficionados around the world were introduced to Fenty Beauty, the brand is continuing to highlight the importance of inclusivity in cosmetics with its new comprehensive range of concealers.
The company gave consumers a first look of the concealers on social media. One of the photos displays the 50 concealers as makeup swatches on the arms of four models, all of whom have different skin tones.
Rihanna also released a makeup tutorial on YouTube, in which she demonstrates how to use the concealer.
“Fenty Beauty to the rescue, we are making a brand new concealer,” she says in the video.
Fenty Beauty by Rihanna (YouTube)
“So as long as you know your Pro Filt’r [foundation] shade, we have a corresponding concealer to match.”
After dabbing some concealer under her eyes, Rihanna then uses a brush to buff the concealer and blend it into her skin.
“It’s like magic,” she says after applying the product.
Many people have been expressing their excitement over purchasing a concealer when the range goes on sale in just over a week’s time.
“This shade range is insane and so beautiful wow u really did what most brands can’t,” one person tweeted.
“I’ve been waiting for the concealer since she started Fenty Beauty I’m ready to drop all my money,” another person said.
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Fenty Beauty’s new range of concealers is going to be available to purchase from 11 January from fentybeauty.com, Sephora and Harvey Nichols.
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