Smashing the stereotype of a celebrity beauty line by launching a complexion collection that places her firmly in the prestige sector, Rihanna’s first foray into beauty isn’t what you might expect. Fenty Beauty is an innovative brand that took over the world.
Makeup is there for you to play. It’s there for you to have fun with. It should never feel like pressure. It should never feel like a uniform. You should always have a blast, and feel free to take chances, take risks, and, dare to do something new or different. – Rihanna
It would have been too easy to launch with crazy colour and novelty products but creator and founder Rihanna wanted to do things differently – as an innovator but also as someone who had personally experienced the gap in the market for a foundation range that is truly representative of women of all colour.
Her mantra is ‘radiance reimagined’ and she intends to achieve it with the release of forty boundary-breaking shades of foundation, a selection of glowing highlighters, luminous primers, shimmering makeup sticks and the sexiest blotting powder and paper yet. With countless and unexpected ways to shine bright, there is no doubt that Rihanna is once again redefining the rules.
SHOP: FENTY BEAUTY / SEPHORA / HARVEY NICHOLS
For Rihanna, beauty is an energy, it’s the ever-changing way we carry ourselves. It’s the power to light up a room or heat things up. It’s about emanating what’s inside and using makeup as a tool to celebrate difference.
I have 100% involvement in this process, which made this so special and very fun. I had so much freedom in creating whatever products I wanted to make, and whatever colours or shades I wanted to make them, down to the fonts on the packaging. I look forward to everybody getting to see what we’ve been able to create so far. – Rihanna
Fenty Beauty was created with a vision. For creator and founder Rihanna, it was essential “that women everywhere would be included”. After recognising a void in the industry, Rihanna focused on a range of traditionally hard to match skin tones, developing formulas that work for all skin types, and pinpointing universal shades. Fenty Beauty is 100% cruelty free.
PRODUCTS (page 1 out of 5)
👯Pro Filt’r Instant Retouch Primer 👑Pro Filt’r Soft Matte Longwear Foundation 💃Match Stix Shimmer Skinstick 🔥Match Stix Matte Skinstick 💥Match Stix Trio
1. Pro Filt’r Instant Retouch Primer
Nothing is sexier than touch-worthy skin; Pro Filt’r Instant Retouch Primer is the first step to getting there. This oil-free primer smooths away the look of pores, visibly evens skin tone and texture, and instantly absorbs shine without feeling dry or chalky. That means smoother foundation application and longer makeup wear.
Unlike a basic mattifying primer, Pro Filt’r’s cushiony, touch-me-now texture mattifies skin with the lightest-possible feel, for a full-on sensorial experience. And the universal invisipink formula? It’s not just pretty – it creates a filter-like blurring effect and melts instantly into all skin tones without a trace. Pro Filt’r works all day to help makeup last longer, feeling lightweight and comfortable, so you don’t have to worry about your skin – and you’ll be ready for anything.
For Rihanna, creating the perfect soft matte base is the most important part of any look – and the first step to the FENTY Face, her real life method for killer radiance.
“I wanted this primer to feel soft and moisturising at the same time, as well as doing the job of keeping makeup on. One of the things I really love about it is the colour. It’s this soft pinky-nude, it’s really feminine. I call the colour ‘invisipink,’ because it’s invisible but has a warm tone, so it’s not white or chalky on the skin.” – Rihanna
2. Pro Filt’r Soft Matte Longwear Foundation
Finally – the ultimate photo filter in foundation form. Born in 40 boundary-breaking shades, Pro Filt’r Soft Matte Longwear Foundation gives skin an instantly smooth, pore-diffused, shine-free finish that easily builds from medium to full coverage. The oil-free formula is made with climate-adaptive technology that’s humidity resistant, sweatproof and won’t clog pores, so that wherever you are, it’s going to work on your skin. Best of all, this long-wearing, light-as-air texture is undetectable on skin – so you always look like you.
How did Fenty Beauty do it?
– Obsessive research to create the perfect range of shades for all
– Exclusive insights from the world’s top makeup artists
– Extensively tested for real life, on real women
Fenty Beauty figured out that it takes the right balance of tone and texture to make foundation work on every skin type. The brand obsessed over custom pigment levels to capture your truest tones with a soft matte finish that’s just right – not too matte and not too shiny. The result? A comfortable long-wear formula that lets skin look like skin. Made for all women to love.
“Foundation is one of those areas in the beauty industry that has a big void for women at extreme ends of the shade spectrum. There’s this middle ground that’s covered really, really well. But then if you’re very pale or if you’re very dark, there’s not a lot of options. And so, I wanted to make sure that women of all skin tones were covered and they could be included in what I created. I think foundation should look like second skin, so it was important to me that Pro Filt’r Foundation has a soft matte finish because you still want a dewy look, but you don’t ever want your skin to be shiny.” – Rihanna
3. Match Stix Shimmer Skinstick
Meet the magnetised long-wear makeup sticks that come together in two light-as-air finishes and a shade line-up to satisfy your every need. MATTE Skinsticks conceal, correct, and contour. SHIMMER Skinsticks highlight, blush, and enhance so you can mix and match, magnetise and multiply.
Match Stix SHIMMER Skinstick steps up your highlight, blush, and bronze with its sick rainbow line-up; 10 universal colours that catch light in ways you never dreamed of. From low-key tangerine sheen to all-out violet iridescence, the ultra smooth, long wear formula is weightless, blendable, and lives to be layered, melting at first touch to a crease proof, powder soft finish.
And with a magnetic physical attraction, Match Stix SHIMMER Skinsticks click to each other, to their MATTE Skinstick alter egos, and to their ultimate blending partner, the Portable Highlighter Brush. So mix, match, click ‘em together and you’re set.
“I like to look at these Shimmer Sticks like I look at my clothes in the closet. Am I doing fun? Am I doing alien? Am I doing weird? Am I doing sexy? Am I doing extra? Am I doing Girl Next Door? You choose. The point is, there are so many and they’re so fun. You can just collect them, magnetise them and use them as you please depending on your mood, your outfit and where you’re going, the occasion. “I’m out long days and long nights, working, or attending events, and you don’t have a chance to go back and fix your makeup. So, it’s really fun to have Match Stix and a portable brush to just throw in your clutch and go.” – Rihanna
4. Match Stix Matte Skinstick
Meet the magnetised long-wear makeup sticks that come together in two light-as-air finishes and a shade line up to satisfy your every need. MATTE Skinsticks conceal, correct, and contour. SHIMMER Skinsticks highlight, blush, and enhance so you can mix and match, magnetise and multiply.
With Match Stix MATTE Skinsticks, conceal, correct, and contour in 20 shades obsessively fine-tuned and tested to look good on the full spectrum of skin tones. Made to layer, these playful MATTE Skinsticks are weightless and super easy to blend, but also stay put. Ultra smooth, they melt at first touch to a buildable, powder soft finish. No creasing and caking – so even the delicate under-eye area is fair game.
And with a magnetic physical attraction, Match Stix MATTE Skinsticks click to each other, to their SHIMMER Skinstick alter egos, and to their ultimate blending partner, the Portable Contour & Concealer Brush 150. So mix, match, click ‘em together and you’re set.
“I wanted to create a product that would be flexible, to give you your concealer, your contour and your highlight. Match Stix lets you choose your best matches, and best of all, they’re magnetic, so they click together and are easy to find in your bag.” – Rihanna
5. Match Stix Trio
With Match Stix Trios, take your complexion to the next level without the guesswork. FENTY BEAUTY’s pre-bundled sets make it easy to conceal, contour, and highlight on repeat. These light-as-air makeup sticks are expertly curated – and magnetise together – so you’re always ready for anything.
Each set comes with two Match Stix MATTE Skinsticks (conceal, contour) and one Match Stix SHIMMER Skinstick (highlight) – all of which are weightless, easy to blend, and stay put. The ultra smooth formulas melt at first touch to a powder soft finish that’s so seamless, it’s impossible to tell where skin ends and makeup begins. They’re buildable, crease proof, and live to be layered in a range of combos that light up all skin tones.
And with a magnetic physical attraction, MATTE and SHIMMER Skinsticks click to each other, uniting for the total no-brainer, skin-defining package that’s always at your beck and call.
“I wanted to create a product that would be flexible, to give you your concealer, your contour, and your highlight. Match Stix lets you choose your best matches, and best of all, they’re magnetic so they click together and are easy to find in your bag. Match Stix Trios were customised to make it easy when doing your makeup; there are three steps and they’re all in here.” – Rihanna