Fenty Beauty, launched in 2017 by Rihanna, was built on a powerful mission: “Beauty for All.” From the beginning, the brand transformed the industry with its radical commitment to inclusivity, debuting an unprecedented 40-shade foundation range, later expanded to over 50 which sparked what is now known as The Fenty Effect, pushing other brands to widen their shade offerings.

Rihanna’s approach blended accessibility with prestige, offering high-performance, universally flattering formulas like the famous Gloss Bomb, all while maintaining an authentic, edgy identity inspired by her own style. Fenty Beauty’s groundbreaking Pro Filt’r Foundation earned a spot on TIME Magazine’s “25 Best Inventions of 2017,” solidifying its status as a global beauty game-changer. Iconic award-winning products such as the Pro Filt’r Soft Matte Foundation, Gloss Bomb Universal Lip Luminizer, and Killawatt Freestyle Highlighter continue to dominate the industry, celebrated for their innovation, inclusivity and universally flattering performance.

The Fenty Icon Velvet Liquid Lipstick has become a fan-favorite and has received strong recognition from beauty editors and influencers for its high performance, comfort and shade range often listed among the best modern matte liquid lipsticks on the market.