New Urban BEAUTY: FORTY FOUNDATION COLORS FOR EVERY SKIN TONE? ONE MONTH IN, RIHANNA CONTINUES TO STORM THE COSMETICS INDUSTRY WITH FENTY BEAUTY

This past September the cosmetics industry saw record breaking sales thanks to women of color turning out in droves at the introduction of pop star and fashion It Girl Rihanna's new make-up line- FENTY BEAUTY BY RIHANNA.

In addition to basic primers, lips, powders, and highlighters, the singer has introduced an unprecedented, simultaneous FORTY shades of foundation,  from literal abino white to the deepest color of expresso. Less than days after the initial launch, the make-up was met with endless rave reviews from users all across social media and cyberspace, praising it's precision in color match, texture, and wearability, particularly from women with Albinism and sistas with the deepest chocolate hues.

As per Rihanna's press statements on diversity in the cosmetics world and her mission with Fenty Beauty, she states, " Foundation is one of those areas in the beauty industry that has a big void for women at the extremes of the shade spectrum. And so, I wanted to make sure that women of all skin tones were covered and could be included in what I created".

As of press time, darker tones have been selling out like hotcakes with the manufacturers working furiously to restock and meet customer demand. So impactful was consumer response to Fenty Beauty by Rihanna that in the wake of it catapulting to the top of industry sales, competitive brands from other celebrities found  themselves scrambling to launch counter advertisements to shore up their consumer base & try to prevent defection to the New Girl on the Block.

Fenty Beauty by Rihanna is being sold worldwide via Harvey Nichols and cosmetics store giant Sephora.  The brand's foundations, if you can get them, retail for approximately €29.


*all photos courtesy of Fenty Beauty by Rihanna via Instagram