How Did Fenty Beauty Reshape Consumer Expectations in the Beauty Industry?

In the days of yore, when makeup was largely divided into white girl makeup and black girl makeup, there was scarcely any overlap. For People of Color, finding a foundation that matched one's skin tone was nearly an impossible task. The cosmetic aisles at department stores like Woolworth's were filled with foundations several shades deeper than mine. In my area, the premium brands—like Fashion Fair—were dominated by a predominantly white clientele, offering limited options for darker complexions. Those with very dark skin tones had difficulties finding even a close match.

For many black and Latina women, adapting existing products became a necessity. Beauty blogs are teeming with stories of astute ladies learning to make the best of what was available. For instance, lips were lined with a Maybelline brow pencil delicately blended and topped with clear gloss. For these women, such a workaround was often the only option that flattered their skin tones in a world where reliable, accessible options were scarce.

Fenty Beauty: A Game Changer

Fenty Beauty, launched in 2017, was among the first brands to truly embrace inclusivity. The brand's insurgence marked a significant shift in the beauty industry by introducing over 30 foundation shades and both cool and warm toned color products at more reasonable prices compared to many boutique brands. This move was a game changer, reshaping the landscape of beauty marketing.

A More Even Playing Field

Beauty marketing became a much more inclusive and equitable field. With Rihanna at the helm, Fenty Beauty played a pivotal role in promoting accessibility to all consumers. Rihanna's magnanimous approach included a diverse range of shades, ensuring that every skin tone was well-represented.

Inclusivity and Diverse Representation

By launching with such a wide array of shades, Fenty Beauty not only addressed the long-standing issues of lack of representation but also set a new standard for the industry. Rihanna's inclusive approach to beauty has inspired other brands to follow suit, striving for diversity and representation in their product lines.

Impact on Consumer Behavior

The influence of Fenty Beauty extends beyond just the number of product shades. The brand's emphasis on inclusivity and accessibility has reshaped consumer expectations and behavior. Consumers now demand a similar level of diversity and range from brands they support, leading to a broader market push for inclusivity.

Conclusion

In conclusion, Fenty Beauty's entry into the beauty market was transformative. It not only brought a new level of inclusivity to the industry but also set a new benchmark for consumer expectations. By offering a wide variety of shades and cool- and warm-toned products at reasonable prices, Fenty Beauty democratized the beauty world, making high-quality makeup accessible to all skin tones.