SUPERSTAR, ICON, MOGUL
How Rihanna is running this town with Fenty Beauty
It girls throughout history have sold dreams via cosmetics, but Rihanna is different. For one, she’s among the greatest professional makeup wearers, putting in far more hours in full paint than any empress, socialite, or, let’s face it, beauty editor. No, seriously. Think of how many times a day Rihanna puts on a fresh face of makeup. Now think of how often Rihanna has to make decisions about makeup, whether for her never-ending appearances, music videos, films, Fenty X Puma models or backup dancers. There’s no personality more right for starting a beauty empire than someone who’s chameleoned her way across eight studio albums, just as many Grammy awards and a budding film career.
“I’ve had my makeup done thousands of times,” the star says. “And when it comes to foundation, you just never know how it’s going to turn out, especially on camera. Is it going to be too chalky, or too heavy, or too oily? I think foundation should look like second skin.” Rihanna is talking about the Pro Filt’r Soft Matte Foundation (RM145), Fenty Beauty’s standalone foundation that has, oh, 40 shades. This radical pitch for inclusivity means the brand is one part beauty line, one part manifesto for a new kind of beauty brand, championing ease and simplicity along with the kind of freedom previously only afforded by backstage collections. “I’m making makeup that I dream of teenagers to wear, women of all ages, all sizes, all skin tones, all religions, all cultures.”