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The relationship between celebrities and cosmetics is nothing new. However, it seems that we have entered a new era. It’s easy to assume that celebrities will just slap their name on any old product to make a bit of extra cash, but even the biggest names in the industry are keen on ensuring their beauty lines stand out from the crowd.
Gone are the days of garish celebrity perfumes. Instead, stars are getting involved and working behind the scenes on beauty products that discerning adult consumers actually want to wear. Jessica Alba, Iman, Kylie Jenner and her sister Kim Kardashian have made waves in the industry with product offerings that according to industry insiders, are actually worth spending money on.
With hours spent in the makeup chair, celebrities tend to pick up a lot of hands-on beauty experience along the way. For that reason, they have become a trusted source of some of the most popular beauty brands on earth. This is the case with Fenty Beauty by Rihanna.
The impact that Fenty Beauty has had on the industry is so profound that it has been dubbed an “industry disruptor”. Its success was based on the fairly simple premise of inclusivity. Women of colour who have struggled their entire lives to find shades that match their skin tones rejoiced when Fenty Beauty’s foundation came in 40 shades that, at the time, included the darkest available foundation on the market. The brand has since gone on to add further shades to its foundation range. Speaking about her makeup line Rihanna told Time, “I never could have anticipated the emotional connection that women are having with the products and the brand as a whole. Some are finding their shade of foundation for the first time, getting emotional at the counter. That’s something I will never get over.”
Another aspect of Fenty Beauty’s success is Rihanna’s 360-degree management of her line. Not only is she its best spokesperson, always wearing her own products to red-carpet events and labelling them carefully on social media, but she is also involved with every aspect of production, right down to the formula and packaging.
As the industry witnessed with the release of a new beauty line by Victoria Beckham just recently and the arrival of Haus Beauty by Lady Gaga earlier this year, expectations were incredibly high. Inclusivity, performance and accessibility are now basic requirements they have to adhere to, thanks to a fellow singer.