--- --- Oct 03, 2018 # Fenty Beauty Broadening makeup’s palette by [TIME Staff](https://time.com/author/time-staff/) ## TIME Staff  THE BROOKLYN BOROUGH OF NEW YORK, NEW YORK - SEPTEMBER 07: Rihanna celebrates the launch of Fenty Beauty at Duggal Greenhouse on September 7, 2017 in the Brooklyn borough of New York City, New York. (Photo by Kevin Mazur/Getty Images for Fenty Beauty ) THE BROOKLYN BOROUGH OF NEW YORK, NEW YORK - SEPTEMBER 07: Rihanna celebrates the launch of Fenty Beauty at Duggal Greenhouse on September 7, 2017 in the Brooklyn borough of New York City, New York. (Photo by Kevin Mazur/Getty Images for Fenty Beauty )Kevin Mazur—Fenty Beauty/Getty Images In only a year, [Fenty Beauty](https://www.fentybeauty.com/) has pulled off a makeover of the makeup industry. Founded by the singer Rihanna with luxury goods giant LVMH’s Kendo division, Fenty introduced its first collection last fall—including a much-hyped foundation dubbed Pro Filt’r that comes in 40 diverse shades—with the aim of catering to all women, regardless of skin color. Makeup enthusiasts rejoiced, not only over the products but also for how Fenty featured women of color in its advertising. Though some other brands, such as M.A.C and Make Up For Ever, already sold expansive shade ranges, Fenty’s unabashed celebration of inclusivity in their makeup campaigns put an unprecedented spotlight on the need for diverse beauty products. Fenty’s success—the brand, which reportedly made $100 million in sales in its first 40 days on the market, is now available in 29 countries, including Bahrain and Malaysia—sent competitors rushing to expand their own product lines: several brands in the past year have widened their offerings, in what some have termed the “Fenty Effect.” Now Fenty has expanded into a full-fledged line, offering eyeshadows, liquid eyeliner, and lip color in addition to their original offerings. _—Cady Lang_ **Correction Oct. 4** _The original version of this story misstated Fenty’s additional beauty products. Fenty has added liquid eyeliner, not mascara._ Fenty Beauty Is One of TIME's 50 Genius Companies 2018 ```json [{"@context":"https://schema.org","@type":"Article","@id":"https://time.com/collections/genius-companies-2018/5412503/fenty-beauty/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/collections/genius-companies-2018/5412503/fenty-beauty/"},"headline":"Fenty Beauty","datePublished":"2018-10-03T21:00:43.000Z","dateModified":"2026-03-02T23:27:29.533Z","description":"Broadening makeup’s palette","url":"https://time.com/collections/genius-companies-2018/5412503/fenty-beauty/","keywords":["Genius Companies 2018"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt6e993eefd7f61434/69893b4efb4eac6b3c897c30/fenty-beauty-50-genius-companies-2018.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"TIME Staff","jobTitle":null,"url":"https://time.com/author/time-staff/"}],"creator":"TIME Staff","articleSection":"","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt6e993eefd7f61434/69893b4efb4eac6b3c897c30/fenty-beauty-50-genius-companies-2018.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"https://time.com/collections/genius-companies-2018/5412503/fenty-beauty/","name":"Fenty Beauty"}}]}] ```