Fenty Beauty & a Push for Change
- wavellite
- Dec 10, 2019
- 2 min read
Definitely one of the trendiest brands out there, Fenty Beauty by Rihanna has been dominating the beauty industry with its ultra inclusive products and large online community. Fenty was the first-ever global beauty launch by appearing simultaneously online and in 1620 stores across 17 countries. By providing 40 shades at the start, Fenty has differentiated themselves against large beauty brands that have long catered to the majority, leaving women of color out of luck, especially black women.
Fenty aims to include all women by developing a wide range of traditionally hard to match skin tones, formulas that benefit all skin types, and pinpointing universal shades.
Although competitors prior to Fenty have carried 40+ shades before, they typically are expanded upon after the initial launch. Fenty has now expanded to 50 shades and an increasing amount of competitors are starting to join in. Despite 40 becoming the new standard for "inclusivity", shade ranges may not be evenly spread out and continue to prioritize lighter shades. Major brands such as Uoma Beauty, Estee Lauder, MAC, and Clinique have over 50 shades available as well. Just as trends grow towards increasingly diverse products, large companies are expanding efforts in sustainability.
The Environmental Working Group and app Think Dirty take a deep look at each ingredient found in thousands of personal care products. For reasons such as packaging, governmental policies, or lack of knowledge many consumers are very unaware of what exactly their products contain. The Pro Filt'r Soft Matte Longwear Foundation by Fenty was one of the first products released and quickly became one of their most popular. Ingredients consist of non-descriptive names such as trimethylsiloxysilicate, and polypropylene. Scrolling down the list of ingredients about 1/3 are on the lower end of moderate hazard, 1 item that is a high hazard, with a majority in the green. Overall the product was ranked at a 5 from a 1-10 best to worst scale. EWG will also display the availability of data which can provide deeper insight on the rating.
Both diversity and sustainability have farther to go as consumer expectations continue to rise. For consumers, it begins at checking your product ingredients and supporting products that work towards the triple bottom line. Start with our latest Instagram challenge, How Clean Is Your Routine? d Tag us and let us know what surprises you most about your results!
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