Hi there, I'm Juls! Luckily for Fenty Beauty, Rihannas personal brand was already defined and influential. [74] The entire operation is worth US$2.8 billion, of which 50% belongs to its CEO, Rihanna. This cookie is set by GDPR Cookie Consent plugin. Forbes - the business magazine that announced she'd become a billionaire - says she owns 50% of . What is the underlying reason for trying to look different? To celebrate uniqueness, to bring people from all ethnicities, gender, sexual orientation, sizes and of all ages together in a colorful celebration and co-existence.. This brand knows who it is and knows where its going! However, in this new landscape it wouldnt hurt to have your business associated with the face behind it. That's the real reason I made this line." Now, we have all come across situations where we were unable to find our foundation shade. In the United States, the line launched in Sephora stores, on the Sephora website, and on Fenty Beauty's website. Businesswoman Emily Weiss started Glossier as a result of her beauty blog Into the Gloss, which predominately featured interviews with women. These cookies track visitors across websites and collect information to provide customized ads. Fenty Beauty is a brand constantly evolving. And for these people, the cosmetic properties of the product are secondary to the way it makes them feel. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. Early backing from LVMH also afforded the brand accessibility and affordability, making the products available in Sephora stores worldwide. It should never feel like pressure. Fenty Beauty's first body product "Body Lava", a liquid product that could be buffed into any part of the body for illumination. The cookie is used to store the user consent for the cookies in the category "Other. She has no problem responding to doubters and trolls, and Fenty Beauty has followed suit. Rihanna created Fenty Beauty "so that women everywhere would be included," focusing on a wide range of traditionally hard-to-match skin tones, developing formulas that work for all skin types, and pinpointing universal shades. Website: www.fentybeauty.com, Rihanna created Fenty Beauty so that women everywhere would be included, focusing on a wide range of traditionally hard-to-match skin tones, developing formulas that work for all skin types, and pinpointing universal shades. Lalu pada 2017, dia meluncurkan merek kosmetik miliknya, Fenty Beauty, serta menggaet Puma untuk meluncurkan Savage X Fenty, lini pakaian dalam dan pakaian inklusif. A more diverse selection of models started to appear in fashion shows and advertisements. What is Fenty brand personality? In 2017, the Fenty Beauty brand launched with 40 shades of foundation, spurring on the rest of the industry to recognise that inclusivity should be standard, and . A part of this market also includes those interested in natural skin care products. The Fenty Effect (i.e., the chain reaction of brands launching more inclusive products in response to Fenty Beauty's fanfare) is re-shaping the industry, enabling a world where everyone stands for their own understanding of beauty. It is of course, for the RiRi fans, but more importantly, for all makeup lovers. "Rihanna's success with Fenty is pure genius from both a branding and PR perspective," PR expert Brenda Gabriel tells Newsweek. I wanted a product girls of all skin tones could fall in love with, said Rihanna at the new product launch. As brands increasingly use social media to interact with current and potential customers, the term personal brand has risen. Rihanna is known for her confidence, sex-appeal, and outspokenness. According to BoF, Rihannas Fenty Beauty range did nearly 500 million in its first full year in business, which has outsold its biggest rival Kylie Cosmetics. In 2021, a person should be able to shop without questioning if the brands cater to their skin tone. The fact that there are 40 shades of foundation is empowering, celebratory and establishes Fenty as a pioneer within the beauty market. Following the trend led by Fenty Beauty, many industry leaders such as Estee Lauder and M.A.C launched products with wide color ranges. Scarred by my previous encounters, my first foray into Fenty Beauty was ordering a lipstick (Stunna Lip Paint in Uncensored) and a highlighter (Killawatt) online, bypassing the hundreds of people queuing for their personal sessions outside Harvey Nichols, Londons department store that stocks the brand exclusively. IT SHOULD NEVER FEEL LIKE PRESSURE, AND IT SHOULD NEVER FEEL LIKE A UNIFORM.. And if the singer . It's hard to find the Goldilocks of mascaras, but this gives her a run for her money. If it works for you, own it but keep your target audience in mind. Its a social movement, and has made other and much more established brands do better. Even for some hard-to-pull-off colors like lilac and icy blue that are rarely seen in makeups, Fenty beauty makes them surprisingly flattering on different skin tones: the iridescent hue pops and gives a soft icy look like a true snow queen. It is the moment you try the darkest shade (in my experience, this was called Biscuit), in a foundation range and realise, with a crushing sense of rejection, that the brand wasnt created with you in mind. The first time she experienced makeup for herself, she never looked back. They cater for all skin tones. Many people buy cosmetics just to relax and pamper themselves. Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet. Her vision, above all, is to inspire: "Makeup is there for you to have fun with. It all comes down to formulation. Besides her cosmetics brand Fenty Beauty, one of the projects was the launch of Fenty Fashion in partnership with LVMH.The partnership made her the first Black woman to launch a luxury line with . Fenty Beauty Precise Definition Brush 220. She has no problem responding to doubters and trolls, and Fenty Beauty has followed suit. Closely related is the need to smell good and feel attractive. Sometimes, for unfortunate reasons, people can have a skin defect. It's only been a month since its debut, but Rihanna's new cosmetic line, Fenty Beauty, is proving to be a game changer. Its paraben-, sulfate- and cruelty-freebut its not natural. spend an estimated $7.5 billion annually on beauty products, 83% of people prefer brands who are friendly. When we think about the impact that beauty has on our society, there isnt a word big enough to encompass that impact. [29][30][31][32][33] Reviewing the product at BuzzFeed News, Leticia Miranda noted the history of controversy around red lipstick for women of color, stating the context made the choice of color for Stunna "assertive, confrontational, unapologetic". By using cosmetics, theyre able to experiment with different looks and images until they find one that feels right for them. When these three components are well-defined and carried out consistently through every element of a brand down to the last details, the impact is often profound and immeasurable. It encourages people to have fun with makeup instead of to wear it like a uniform. Photo: Fenty Beauty Weibo. Fenty Beauty is a well-known cosmetics brand founded by popular singer Rihanna in 2017. This may be because theyre self-conscious about their appearance or because they want to create a certain image that they feel is more attractive. Suddenly beauty houses niche, establishment and those in between began extending their shade ranges to accommodate a wider variety of skin tones. When Rihannas Fenty Beauty line was announced in September 2017, I knew it marked the beginning of a dramatic sea change. Fenty Beauty was founded on September 8th, 2017 by musical artist Robyn Rihanna Fenty. Fenty Beauty launched initially with just makeup in 2017. Fenty Beauty's ProFiltr Foundation: Twitter. Feel free to take chances, and take risks, and dare to do something new or different.. Beside daily makeup, the brand has been at the forefront of product innovation. Fenty marked the first luxury brand LVMH launched from the ground up since launching Christian Lacroix in 1987. Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. Fenty Beauty. Posted 9:33:07 PM. The original foundation launch included 40 shades, and has since expanded to 50. Each collection is full of detail, and intentionally crafted for their loyal tribe. Your brand should be reflective of your personality and appropriate for your target audience. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc. We may earn a commission if you buy something from any affiliate links on our site. [69] The launch also helped raise LVMH's cosmetic and perfume sales for the third quarter of 2017 by 17%. Straight forward product names like Brow Flick, Lash Slick, and Perfecting Skin Tint, are consistent with the brands down-to-earth, minimalist, but cool-girl personality. The first launch included only 4 products: an all-purpose balm, a facial mist, a sheer skin tint, and a moisturizer. Since Fenty Beauty launched in 2017, it has completely changed the cosmetic industry setting new standards, breaking down barriers, and proving old ways of thinking were really just excuses. This cookie is set by GDPR Cookie Consent plugin. 2h ago [3] Also in the brand's first month, Fenty Beauty-related content received 132 million views on YouTube. Shortly after that other brands did the same.. Consumers also buy cosmetic products from Fenty Beauty to relax and pamper themselves as well as to express their individuality. [49], In August 2022, Madison Beer was announced as the latest ambassador of Fenty Beauty joining Madison Bailey, Kane Lim, and Nikita Kering.[50]. "Inclusivity and diversity should be the main drivers for any brand no matter the industry. You want potential customers to trust that your product is unmatchable when it comes to X,Y, and Z. Fenty's Digital Launch. Keep in mind it may not work for your brand to be sarcastic. Its no different with the Fenty Beauty target market. As a Black woman, Rihanna had previously been honest about her own struggles finding makeup that matched her skin tone. Watch her videos for ultra-helpful darker skin makeup. It was the first time underrepresented were featured in a fashionable beauty campaign. According to Forbes, she is now worth $1.7 billion, making her the. Inevitably, social-media users were once again thrown into an excited frenzy, such is the Fenty effect, amazed at how a popstar can change the makeup game. To revisit this article, visit My Profile, then View saved stories, To revisit this article, select My Account, thenView saved stories. You don't have to be all the same, all the time. said Brazilian model Camila Costa in a short clip posted by Fenty Beauty, which perfectly expresses the brands core concept. Fenty Beauty is a brand with high-quality ingredients formulated for all skin tones and skin types. This multi-talented superstar stormed the music industry, and to date has won 9 Grammys, 13 American Music Awards, and 12 Billboard Music Awards. 5 Years Into Life As A Parent, 11 Things I Wish Id Known From The Start, Naomi Campbell Reminded Everyone What Supermodel Means At Paris Fashion Week, To Hell With The Rules: Long Hair Is Now The Go-To Style For The Over 50s, Behold: Rihannas Epic Super Bowl 2023 Beauty Look, Quick Look Behind Rihannas British Vogue Cover Shoot. This was September 2017, outside Harvey Nichols in Knightsbridge a time before social distancing was etched into our consciousness. Resigned, but ready for the long haul, I joined the throng of people anticipating access to the store. - . Keep in mind it may not work for your brand to be sarcastic. CEO: Robyn Rihanna Fenty The Fenty Beauty target market includes consumers who are looking for a particular scent that makes them feel more attractive. They either lengthen but not volumize or volumize but don't separate. Many use cosmetics as a form of self-expression they want to use products that make them feel pretty or attractive, or that reflect their personality. Rihanna is known for her confidence, sex-appeal, and outspokenness. The Internet Is Obsessed with the Campaign's Diverse Stars", "I Was a Male Makeup Virgin Until Rihanna Came into My Life", "@blameitonkway talks about his insane fenty commercial", "Fenty Beauty's Latest Ad Celebrates Men Wearing Lipstick", "Daniel Kaluuya Wore Fenty Foundation on the Oscars Red Carpet", "Get Out Star Daniel Kaluuya Had a Little Help From Rihanna for the Oscars Red Carpet", "Black Panther's Daniel Kaluuya Wore Fenty Beauty to the Oscars and We're Shook", "Rihanna Speaks Out Against Brands for Exploiting Trans People as 'a Convenient Marketing Tool', "Why 2017 was the year of the beauty mogul", "Fenty Beauty's Foundation Just Called Out Some Major Beauty Bullshit", "Sephora Is Bringing Shade to the Make-Up Industry", "LVMH Reports Fenty Beauty Revenues Hit 500 Million Euros in 2018", "#LVMH remarks on incredible success of #FentyBeauty in 2018 that achieved 500 million euros in sales", "How Rihanna Created A$600 Million FortuneAnd Became The World's Richest Female Musician", "Fenty's Fortune: Rihanna Is Now Officially A Billionaire", "Rihanna's Fenty Beauty Named One of Time Magazine's Best Inventions of 2017", "fenty beauty named one of TIME's best inventions of 2017", "Fenty Beauty Was Just Named 1 of Time's Best Inventions of 2017", "Fenty Beauty Was Named One of TIME's 25 Best Inventions of 2017", "Rihanna's Fenty Beauty is one of Time's best inventions of 2017", https://en.wikipedia.org/w/index.php?title=Fenty_Beauty&oldid=1142466274, This page was last edited on 2 March 2023, at 15:07. The brands fearless creator, Robyn Rihanna Fenty, launched this makeup line after seeing a void for products that performed across all skin types and tones. [24][25] Subsequent launches of new products and lines have been widely criticized for their lack of inclusive shades and overall failure to meet the new standards set by Fenty Beauty, such as Kim Kardashian's line KKW Beauty,[26][27] Tarte's Shape Tape Foundation,[24] and Benefit's Hello Happy Foundation. The Pro Filtr Instant Retouch Setting Powder (setting powder product) was also released in eight translucent shades, as well as a series of beauty tools, including Powder Puff Setting Brush 170, Precision Concealer Brush 180, and Lil Precision Makeup Sponge Duo 105. It's exactly what you'd expect from a beauty brand helmed by. There is no doubt that Rihanna's international fame served as a huge springboard when the brand first launched. It encourages the whole beauty industry to be pushing towards being more inclusive and diverse regardless of complexion and gender. Dont worry. Fenty Beauty by Rihanna Poutsicle Hydrating Lip Stain 4 Colors. By giving more choices to people of different shades, it is leading the inclusivity and diversification movement in the beauty industry. Once we understand a consumers root reasons for using cosmetics, then we need to ask ourselves why they buy Fenty Beauty when there are numerous other cosmetics brands out there like Glossier, Estee Lauder, LOreal, Mac Cosmetics and Bobbi Brown, just to name a few. What Is Fenty Beauty Target Market? [34] Following the release of the original red Stunna Lip Paint, Fenty Beauty released four more lip paints in baby pink, peach nude, chocolate brown, and black. The Eaze Drop is the brand's first skin tint, and it comes in 25 flexible shades that correspond to the brand's existing foundation shades. Its not surprising, as the brand has been two years in the making (hint: dont underestimate strategy!). It should never feel like a uniform. #1 Fenty Beauty: Breaking the mold with universal shades. Fenty beauty is a cosmetic line that was launched in September 2017 in partnership with one of the top ranking internet retailers in America called Sephora. price. Get the details and sign up for the wait list here or just email me at tiffanie@copyfoxx.com. Drunk Elephant Beste No. The appointment of Fan Chengcheng as Fenty's brand ambassador is largely seen as a move to capitalize on his female fan following. [47], On February 17, 2022, Rihanna announced that Ulta Beauty stores would begin carrying Fenty Beauty products beginning March 6, 2022. Rihanna understood this, and decided to address it using the very powerful vehicle of make-up. Get your essentials all in one click by shopping our sets + travel kits. Fenty Beauty is a brand with high-quality ingredients formulated for all skin tones and skin types. Fenty Beauty takes the lead to break the boundaries. Are you starting your own beauty brand and wondering how to carve out an unforgettable and consistent brand identity like these three powerhouses? In this case, the desire isnt to cover up blemishes or wrinkles; instead, theyre after the smell of perfume or a scent that is attractive to others. A part of this market also includesthose interested in natural skin care products. Much like its founder, Fenty Beauty is witty and sarcastic on social media. "[67], Fenty Beauty did make a sponsored post on Instagram with transgender model Rose Montoya. Under-$25 Beauty Buys from Women-Owned Brands at Ulta. Shes challenging standard definitions of beauty. Some have noted that the Pro Filtr Soft Matte Longwear Foundation dried too fast on their skin, which made it hard to blend. Fenty Beauty History - How It Started. [75], Fenty Beauty was named to Time magazine's list of the 25 best inventions of 2017,[76] alongside NASA's Martian spacecraft InSight,[77] Apple's iPhone X,[78] Nike's Pro Hijab,[79] and the Tesla Model 3. Vision Statement of Fenty-Beauty The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. [11], Fenty Beauty's first products went on sale on September 8, 2017. [63] Time magazine described him as looking "luminous";[64] in the UK edition of The Huffington Post, Patricia Ekall said his "dewy glow brought the "no-makeup-makeup look" to another level. Nyma Tang Tang might be best known for modeling Fenty Beauty 's deepest shade, but she's proved she's much more than just a pretty face. "[65] Several outlets noted men's use of makeup was "not unusual", but said the news nevertheless "pleasantly surprised" fans.[65][66]. This is the top ten most beautiful actresses in Nigeria for 2020. Take our foundation shade finder quiz and get matched with unique shade recommendations based on your skin tone. Glossier takes time to include their tribe in the discussion when developing new products and it has paid off in the form of meteoric success. The beauty company consists of affordable makeup products for the face, lip, cheeks, and eyes, as well. She broke into the fashion world in 2014 as the Creative Director/Brand Ambassador for Puma. From Pro Filtr Soft Matte Foundation, Hydrating Foundation & Powder Foundation that changed the game with 50 inclusive shades, to the fan-fave concealer and setting powder, to the wide shade range of cream blush, Fenty Beauty products are designed to feel lightweight and love to be layered. [56] The spot drew enthusiasm for its send-up of the award-winning 1990s Budweiser ad campaign "Whassup" (in which a group of men acknowledged one another only by repeating an intoxicatedly slurred "What's up?" This could be because of an accident, a medical condition, or simply because they were born with it. Consider these points when branding your business and you should see higher rates of success with your engagement. Creation date: 2017 CEO: Robyn Rihanna Fenty Head office: 425 Market Street, 19th Floor, San Francisco, CA 94105 Website: www.fentybeauty.com Identity According to Forbes, she is now worth $1.7 billion, making her the world's wealthiest female musician. The color really holds up all day, doesn't look too glittery, and can easily be toned. There is no uniform standard for beauty and people should voice for themselves in their unique way. The primary reason is naturally to look better. The Fenty Beauty target market is diverse, and there are many different reasons why people buy Fenty Beauty products. These cookies will be stored in your browser only with your consent. There are others that sell themselves as champions of diversity, and yet the second an image of a darker-skinned model on their Instagram feed doesnt rack up the likes, they resort back to a homogenous sea of white. The exclusive Fenty Beauty makeup concealer has more than 50 shades for a wide variety of all skin types. You want potential customers to feel a personal connection to you, making your business more recognizable and appealing. Fenty Beauty (stylized as FETY BEAUTY) is a cosmetics brand by Rihanna, that was launched on September 8, 2017. Started by contemporary goth pin-up icon and TV personality Katherine Von Drachenberg also known as Kat Von D . [52] Faces of the initial Fenty Beauty campaign included Slick Woods, Halima Aden, Leomie Anderson, Indyamarie Jean, Paloma Elsesser, Selena Forrest, Camila Costa, and Duckie Thot. Much like its founder, Fenty Beauty is witty and sarcastic on social media. Fenty Beauty (stylized as FETY BEAUTY) is a cosmetics brand by Rihanna, that was launched on September 8, 2017.Popular for its broad inclusivity across various skin tones, its Pro Filt'R foundation became high-demand upon first release. Last month Rihannas new makeup line exceeded expectations at its launch and has since dominated conversations on social media. [28], On November 23, 2017, the first Stunna Lip Paint, a red long-wear liquid lipstick, was released, drawing broad enthusiasm. Which is more than can be said of the days before Fenty Beauty. She has no problem responding to doubters and trolls, and Fenty Beauty has followed suit. BlameItOnKway's personality shines throughout, and the fun and funny clip is on par with any of the viral posts on his feed. Since Fenty Beauty's launch, it has continued to win acclaim for its foundation. The Fenty Beauty brand makes use of minimal and chic aesthetics to create a product line that jumps from the shelves thanks to its elegance and delicate look and feel. Impressive as it might sound, I still maintain that 100 bad foundations whether darker, lighter, in-between shades or all of the above are still 100 bad foundations. It was winding, unending and impossible to see exactly where it began. Lip products have proved popular too, including the Gloss Bomb Universal Lip Luminizer, Mattemoiselle Plush Matte Lipstick, Stunna Lip Paint Longwear Fluid Lip Color, which all on Sephora's list of Fenty top-sellers. ViewTerms of Use. The Pro-Filt'r Soft Matte Longwear Foundation has been both an Allure Readers' Choice and Vogue Beauty Awards winner and remains one of Fenty's best-selling products on Sephora. However, Fenty Beautys emphasis on inclusivity makes it different. Fenty Beauty connected emotionally with women who had long been treated as though they didnt exist by the beauty industry. Kendo Brands Summer Internship is a paid ($22.00 per hr) ten-week program where you will be focused on an assigned project, while being introduced to and fully integrated into the daily activities of your team. Groundbreaking, innovative products with an instant payoff that delivers ultimate pleasure to all the senses. 2005-2020 Labbrand All rights reserved | ICP17001253-3, Fenty Beauty by Rihanna (source: Sephora), 40 Shades from Fenty Beauty (source: Instagram user_badgalriri), Fenty Beauty's holiday collection Chill Owt (source: Allure), Fenty Beauty's vivid eyeliners and lipsticks (source: Instagram user_fentybeauty), Makeups for people of different skin tones (source: ELLE). With over 100 million followers on Instagram alone, she has an incredible reach compared to others just starting out with a new business. Fenty Beauty Rare Beauty . Refresh the page, check Medium. Creation date: 2017 Save my name, email, and website in this browser for the next time I comment. This brands personality is unapologetic, dynamic, and influential, while also remaining youthful and playful. The dreamy collection of icy, metallic, pastel and frosty colors is the perfect combo to let you shine on the slopes during the snowy season. How many times should a shock absorber bounce? Fenty Beauty Killawatt Highlighter When Rihanna makes a highlighter, you go out and buy that highlighter. Read more: The Story Behind Rihannas Face Tattoo On The Cover Of British Vogue. For too long, makeup counters were inhospitable places for women (and men) of color, such as myself. One of the best ways to understand the Fenty Beauty target market is to understand the reasons that people turn to make-up and cosmetics in the first place. In my book Palette, The Beauty Bible for Women of Colour, I talk about the Biscuit Experience. Fenty Beauty has changed the cosmetics industry forever - compelling others to keep up with its revolutionary range and putting inclusivity top of the agenda. Rihanna leads the charge with her fearless reinvention, bringing to life a unique vision for beauty that is feminine and edgy, individual and inclusive, and always keeps makeup-wearers around the globe guessing. Buy items now and pay later - in 4 payments, with no additional fees when you pay on time. Fenty Beauty. Fenty Beauty is building a new beauty empire. It makes them feel good about themselves. Now, with her own lineup of products masterfully developed to work together, she reveals her real-life method for killer radiance. 16.9K. Reply HELP for help or STOP to opt-out. It should never feel like pressure. I respect all women, and whether they're trans or not is none of my business! Kylie Kristen Jenner is an American media personality, socialite, model, and businesswoman. This gave the brand authenticity, Gabriel says. By the end of its first full calendar year of operation, it had generated $550 million in revenue, making it more successful than other celebrity-fronted brands such as Kim Kardashian's KKW Beauty, Kylie Jenner's Kylie Cosmetics and Jessica Alba's Honest Co. It not only highlighted the importance of being seen, it proved to the industry that women of colour have huge spending power, and that black can, and does, sell. At the beginning of May, a new range of products was revealed, then a week later, it was announced that Fenty Beauty will be stocked in Boots. More action is needed to achieve this goal. To say that Fenty Beauty completely changed the beauty industry is no exaggeration. Fenty Beauty is a cosmetics brand that was launched on September 8, . I know, that's a pretty bold statement for a company . TO RECEIVE AN IN STOCK NOTIFICATION, ENTER YOUR EMAIL ADDRESS AND CLICK 'SIGN UP. But why is that? In fact, as an industry we have barely touched the sides. r.e.m. [9] She developed the line with luxury conglomerate Louis Vuitton Mot Hennessey (LVMH), signing a deal in 2016, to produce Fenty Beauty through LVMH's Kendo division. This comes down to the logo, the colour scheme used on visual platforms (Instagram), and its brand voice. We dont stock your shade, I recall one person saying unapologetically. Adesua Etomi is a Nigerian actress, model, and television personality who has appeared in films and television shows in Nigeria. The impact of wearing badly-formulated foundations goes beyond the aesthetic. Popular for its broad inclusivity across various skin tones, its Pro Filt'R foundation became high-demand upon first release. if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[728,90],'amplifyxl_com-large-mobile-banner-1','ezslot_16',602,'0','0'])};__ez_fad_position('div-gpt-ad-amplifyxl_com-large-mobile-banner-1-0');Some consumers will also buy Fenty Beauty as a status symbol. And it was clear that diversity was a core value, not an afterthought. By subscribing to Fenty Beauty + Fenty Skin, you consent to receive a varying number of marketing messages via email. Fenty Beauty was the first brand within the empire to be launched and is undoubtedly the jewel in the crown, experiencing impressive growth since its launch just three years ago. [80] Time cited Fenty Beauty's 40-shade range of foundations that quickly sold out. The first launchs product selections were very indicative of the brands overall philosophy of Skin first, makeup second. We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. Founded by Nigerian-born, LA & London based Sharon Chuter, UOMA (pronounced uh-mah) has a bold, rebellious, and innovative personality that is magnetic and unforgettable. This brand definitely appeals to the unapologetic and woke as it fearlessly speaks out on political issues and racial injustice via social media platforms. Fenty Beauty provides a wide range of products that can help these consumers cover up their skin defects and feel more confident about their appearance. Darker foundations cannot be created simply by taking foundations formulated for paler skin and adding extra pigment. Pre Fenty, the words inclusive beauty were not part of our vernacular. The cookie is used to store the user consent for the cookies in the category "Analytics".