Fenty Beauty changed the beauty conversation by putting shade inclusivity at the center of a major cosmetics launch. Created by Rihanna, the brand arrived in 2017 after two years of development. Its original Pro Filt’r foundation launched in 40 shades, with particular attention given to skin tones that had often been difficult to match.
The brand quickly became known for much more than celebrity ownership. Its complexion products, lip glosses, highlighters, mascaras, and other makeup products combine bold presentation with practical formulas. The original launch also helped push wider conversations about how beauty companies develop and market complexion products for different skin tones.
Today, Fenty Beauty has expanded far beyond its first collection. Shoppers can find foundations with different finishes, lip products such as Gloss Bomb, eye makeup, cheek products, tools, and related Fenty Skin products. This guide explains the history of the brand, what makes it different, important products to know, and how to choose the right products for your needs.
What Is Fenty Beauty?
Fenty Beauty is a cosmetics brand founded by singer and entrepreneur Rihanna. It was developed with Kendo, which is part of the LVMH group.
The brand was created around a straightforward problem: Rihanna saw that many beauty products did not adequately serve the full range of skin tones and types. The official brand story says this gap inspired her to build products intended to work across diverse complexions.
Instead of treating inclusivity as an extra feature, the brand made it a central part of product development.
Fenty Beauty at a Glance
| Detail | Information |
| Founder | Rihanna |
| Launch year | 2017 |
| Initial foundation range | 40 shades |
| Development before launch | 2 years |
| Parent luxury group connection | LVMH/Kendo |
| Main category | Cosmetics |
| Known for | Inclusive complexion products |
| Popular product families | Pro Filt’r and Gloss Bomb |
| Cruelty-free claim | Fenty states its beauty line is cruelty-free |
LVMH says the original launch included 40 foundation shades and followed two years of development.
The History of Fenty Beauty
The story of Fenty Beauty starts with Rihanna’s own experience with cosmetics. Before starting the company, she had spent years working with makeup artists and beauty professionals during photoshoots, performances, appearances, and other projects. According to the brand, she continued to see a gap in products that performed well across different skin tones and types.
The 2017 Launch
Fenty Beauty officially arrived in September 2017. One of its biggest talking points was the Pro Filt’r Soft Matte Longwear Foundation. It debuted with 40 shades, which was unusually broad for a major foundation launch at the time. Contemporary Sephora material also documented the 40-shade range across light, medium, tan, and deep categories.
The range mattered because having many shades is useful only when those shades cover meaningful differences in depth and undertone.
The launch attracted significant attention. TIME subsequently included Fenty Beauty among its 25 Best Inventions of 2017, highlighting its approach to inclusivity.
From 40 Foundation Shades to Broader Complexion Options
The brand did not stop with its original shade selection. Its complexion range evolved, and current foundation options include extensive shade selections. For example, the current Soft’Lit Naturally Luminous Longwear Foundation is offered in 50 shades.
Fenty has also continued to update its Pro Filt’r family. Its newer Pro Filt’r Fluid Flex Natural Matte Longwear Foundation is offered in 50 newly developed shades designed around a wider selection of undertones.
Why Did Fenty Beauty Become So Popular?
There was no single reason. Several factors worked together.
1. A Strong Focus on Inclusivity
The most important difference was the emphasis on complexion diversity. Rihanna has said that she wanted people across different shades, cultures, personalities, and backgrounds to feel included. This gave the company a clear identity from the beginning.
2. Products People Could Actually Use
Celebrity recognition may generate attention, but it does not automatically create a lasting cosmetics company.
Fenty developed products around practical makeup concerns such as:
- finding a suitable foundation shade and undertone;
- controlling shine;
- creating different foundation finishes;
- building coverage without an overly heavy appearance;
- creating easy-to-wear lip colors;
- adding highlight and dimension;
- improving makeup application with suitable tools.
That functional focus helped turn initial curiosity into a wider product ecosystem.
3. Rihanna’s Direct Involvement
Rihanna was not presented simply as the face of the company. In a 2017 TIME interview, she discussed her involvement in product development, including texture, packaging, colors, and the goal of making products useful across different complexions.
That involvement gave the brand a stronger connection between founder, product philosophy, and marketing.
Popular Fenty Beauty Products to Know
The product catalog changes over time, but several categories have become especially important.
| Product/Product Family | Category | Why Shoppers Consider It |
| Pro Filt’r | Foundation | Extensive shade selection and matte options |
| Soft’Lit | Foundation | Natural, luminous finish |
| Gloss Bomb | Lip | High-shine gloss in multiple shades |
| Hella Thicc | Mascara | Designed for volumized lashes |
| Match Stix | Face/cheek | Convenient stick format |
| Trace’d Out | Lip liner | Long-wear lip definition |
| Precision Makeup Sponge | Tool | Foundation and complexion application |
Current availability varies by market, so shoppers should check the official product catalog before purchasing.
Fenty Beauty Foundation Explained
Foundation remains one of the most important parts of the brand.
Pro Filt’r Soft Matte Longwear Foundation
Pro Filt’r helped establish Fenty’s reputation for complexion makeup. The current formula is described as lightweight, noncomedogenic, long-wearing, sweat- and humidity-resistant, with a soft-matte finish. Fenty also says it is designed to reduce shine and soften the appearance of pores.
A matte foundation may be especially appealing to people who prefer lower shine or have balanced-to-oily skin.
Soft’Lit Naturally Luminous Longwear Foundation
Not everyone wants matte makeup. Soft’Lit provides another option. Fenty Beauty describes it as a hydrating, medium-coverage foundation with a natural, skin-like glow. It is also marketed as waterproof and resistant to sweat, humidity, and transfer. The current formula comes in 50 shades.
Pro Filt’r Fluid Flex Natural Matte Longwear Foundation
The Pro Filt’r line has continued to evolve. Fenty describes Fluid Flex as a lightweight, buildable foundation with a natural-matte finish. The current product comes in 50 all-new shades designed to cover more undertones.
This is an important point for readers researching Fenty today: product names and shade systems can change, so an old shade guide should not automatically be treated as a match for a newer formula.
How to Choose a Fenty Beauty Foundation
Do not select foundation based only on a photograph or shade number.
Start with three factors.
Step 1: Identify Your Skin Type
Consider whether your skin is mainly:
- Oily
- Dry
- Combination
- Balanced
Someone who struggles with shine may prefer a matte or natural-matte formula. Someone who wants a more hydrated appearance may prefer a luminous foundation.
Step 2: Understand Your Undertone
Skin depth and undertone are different.
Your undertone may lean:
- Warm
- Cool
- Neutral
- Olive
Two people can have a similar skin depth but need different foundation shades because their undertones differ.
Step 3: Compare the Finish
Think about how you want the finished makeup to look.
| Desired Result | Foundation Style to Consider |
| Less visible shine | Matte |
| Balanced everyday appearance | Natural matte |
| Fresh, glowing appearance | Luminous |
| Adjustable coverage | Buildable formula |
Whenever possible, test foundation on your face or jawline and examine it in natural light. Also allow the formula to settle before deciding whether the shade is correct. Fenty specifically advises allowing matte foundation to dry completely when shade testing.
What Is Fenty Beauty Gloss Bomb?
Complexion products may have established the brand, but Gloss Bomb became another recognizable Fenty product family.
Gloss Bomb products focus on shine and comfortable lip color. The current catalog includes the original Gloss Bomb Universal Lip Luminizer as well as related formats such as Gloss Bomb Heat and Gloss Bomb Stix.
Rihanna also identified Gloss Bomb as a personal favorite during an early TIME interview about the company.
Fenty Beauty Eye, Cheek and Lip Products
Fenty is now a full makeup brand rather than simply a foundation company. Depending on current releases and regional availability, shoppers can find products across categories such as:
- Lips: glosses, lip liners, lip oils, balms and other lip-color formats.
- Eyes: mascara and other eye-focused cosmetics.
- Face and cheeks: complexion products, cheek colors, sticks and makeup tools.
This wider catalog allows shoppers to build much of a routine within the same brand rather than buying only a foundation.
Fenty Beauty vs Fenty Skin: What Is the Difference?
Fenty Beauty primarily focuses on color cosmetics and makeup, while Fenty Skin focuses on skincare.
The two categories can work together. Skincare prepares the skin, while makeup changes or enhances its visible appearance. Fenty itself positions its skincare products as a way to prepare the skin before applying its makeup products.
They should therefore be treated as connected parts of the wider Fenty beauty portfolio, not as identical product categories.
Is Fenty Beauty Cruelty-Free?
According to the company’s current product information, Fenty Beauty states that it is 100% cruelty-free. Consumers should distinguish between terms such as cruelty-free and vegan. They do not mean exactly the same thing.
Cruelty-free generally relates to animal testing, while vegan refers to whether a product contains animal-derived ingredients.
Check the individual product’s current ingredient and product information when vegan status is important to you. For example, Fenty specifically states that the shades of its Pro Filt’r Soft Matte Longwear Foundation are vegan.
Is Fenty Beauty Worth Buying?
There is no single answer because makeup performance depends on skin type, preferred finish, budget, sensitivity, shade match, and application method.
The brand may be particularly worth considering if you:
- have difficulty finding your complexion shade
- want several undertone choices
- prefer buildable complexion products
- like high-shine lip products
- want both matte and luminous foundation choices
- value a brand built around broader representation.
However, a popular product is not automatically the right product for every person. Someone with dry skin, for example, may prefer a hydrating luminous base over a stronger matte finish.
The better question is: Does the specific Fenty product match your skin type, shade, finish preference, and budget?
What Makes Fenty Beauty Important to the Beauty Industry?
The brand’s influence is easier to understand when looking at its launch context. A 40-shade foundation collection from a major global launch generated attention not simply because the number was large, but because the company explicitly focused on people whose complexions had historically been harder to match.
That strategy attracted both customers and industry attention. TIME’s recognition of Fenty among its Best Inventions of 2017 is one example of how quickly the launch moved beyond normal celebrity-product coverage.
Its lasting contribution is therefore not simply a particular lipstick or foundation. Fenty helped make shade inclusivity a much more visible consumer expectation within mainstream beauty.
Tips for Buying Fenty Beauty Products
Before ordering, take a few practical steps:
- Check the current shade system. Do not assume an old foundation shade corresponds perfectly to a newer formula.
- Know your undertone. Depth alone is not enough for accurate foundation matching.
- Choose the finish for your skin. Matte, natural matte, and luminous foundations can behave differently.
- Read the individual product page. Formulas, ingredients, shades, and availability can change.
- Patch-test when appropriate. This is especially useful if your skin is sensitive to particular cosmetic ingredients.
- Buy through reputable sellers. This reduces the risk of receiving counterfeit, expired, or poorly stored cosmetics.
The official Fenty site also provides virtual services designed to help users find foundation matches and virtually explore products.
Conclusion
Fenty Beauty grew from a celebrity-backed launch into an influential global cosmetics brand by addressing a clear problem: many consumers struggled to find complexion products designed with their skin tones and undertones in mind. Its 2017 launch with 40 foundation shades made inclusivity one of the central conversations in mainstream beauty.
Since then, Fenty Beauty has expanded across foundation, lip, eye, cheek, and makeup-tool categories while continuing to develop its complexion range. Current options include different finishes and extensive shade selections, giving shoppers more ways to choose products based on skin type and personal preference.
For consumers, the most useful approach is not simply to buy a product because it is popular. Identify your skin type, undertone, desired finish, and makeup needs first. That makes it easier to find a Fenty product that actually fits your routine, and explains why the brand’s emphasis on choice remains an important part of its identity.
Fenty Beauty FAQs
1. Who owns Fenty Beauty?
Fenty Beauty was created by Rihanna in partnership with Kendo, part of luxury group LVMH. Rihanna is the brand’s founder and remains central to its identity and product vision.
2. When did Fenty Beauty launch?
Fenty Beauty launched in September 2017. Its debut became particularly notable for introducing Pro Filt’r foundation in 40 shades.
3. Why is Fenty Beauty famous?
The brand is especially famous for bringing greater attention to inclusive foundation shade ranges. It is also known for products such as Pro Filt’r foundation and Gloss Bomb.
4. How many Fenty Beauty foundation shades are there?
The answer depends on the specific foundation and period. The original Pro Filt’r launch had 40 shades. Current major foundation formulas such as Soft’Lit and the newer Pro Filt’r Fluid Flex are offered in 50 shades.
5. Is Fenty Beauty cruelty-free?
Fenty states that its beauty brand is 100% cruelty-free. Consumers who specifically need vegan cosmetics should check the information for each individual product because “vegan” and “cruelty-free” describe different things.
6. What is Fenty Beauty best known for?
It is best known for inclusive complexion makeup, particularly its Pro Filt’r foundation family. Gloss Bomb lip products are also among the brand’s most recognizable products.
7. Is Fenty Beauty only for women?
No. Makeup products are not limited to a particular gender. Fenty’s own brand messaging emphasizes creating products for a broad range of people and skin tones.
8. Is Fenty Beauty the same as Fenty Skin?
No. Fenty Beauty focuses mainly on makeup, while Fenty Skin focuses on skincare. Both sit within Rihanna’s wider beauty portfolio.
