Rihanna launches Fenty Beauty

RIHANNA, in partnership with Kendo Brands, a LVMH-owned beauty developer, has launched her global make-up brand, Fenty Beauty, in 1,600 stores across 17 countries last week.

Rihanna was inspired to create Fenty Beauty after trying to find products that worked across all skin types and tones. With Rihanna's mandate of inclusivity, Fenty Beauty offers a wide range of products for traditionally hard-to-match skin tones, creating formulas that work for all skin types, and pinpointing universal shades.

Just like Rihanna, the brand is both edgy and feminine, with a complexion-focused product assortment developed to work together and provide everyone with Rihanna's real-life method for killer radiance, The Fenty Face. "The Fenty Face was created for women of all skin tones, of all personalities," she says. "These steps are key to starting your make-up, no matter the look you're going for. This is where the fun begins".

For Rihanna, the secret to radiance lies in the very first step of the Fenty Face, a soft matte filt'r – because no matter your skin type, adding glow on glow equals unwanted shine. The second step? Layer your highlight for strategically-placed glow – it's all about lighting up where you want. Lastly, get ahead of shine by blotting on the fly, wherever and whenever; Rihanna believes that being photoready means being shine-free. Tested backstage, on stage, and in real life, The Fenty Face is the key to unlocking all of make-up's limitless possibilities.

The collection includes 40 shades of Pro Filt'r Soft Matte Longwear Foundation; one universal Pro Filt'r Instant Retouch Primer; 30 magnetic Match Stix Skinsticks, in both matte and shimmer finishes to contour, correct, conceal, highlight and blush; six cream-powder hybrid Killawatt Freestyle Highlighters for face and eyes; Invisimatte Blotting Powder and Paper; one universal lip gloss known as Gloss Bomb; and a variety of application tools.