Why Is Everyone So Obsessed with Fenty Beauty?

Why Is Everyone So Obsessed with Fenty Beauty?

Few things excite me in this life.

While I do love my make-up, it’s commonplace to see a lot of the same innovations on shelves and become somewhat desensitized to it all. I thought I’d feel the same when I heard Robyn Rihanna Fenty would be coming out with her own make-up line. Celebrities have rarely been successful when it comes to developing their own make-up lines, however, the one Princess of Reality to do it well and for a sustained period of time has been Kylie Jenner – the youngest of the Keeping Up With The Kardashians clan. And, I never even spent my heard earned coin on that. But, what made my head snap back when I learned about Fenty Beauty? 

This…

One word: INCLUSIVITY

There are a couple of things I liked about the phase one rollout of Fenty Beauty. The first is that the line was simplified to key necessities. It’s as if she asked every young girl this key question,

“What is the one beauty product you wish you didn’t have to search high and low for?”

One trend we’ve seen on beauty shelves is lack of inclusivity when it comes to foundation shades, especially in the drugstore category. It’s for this reason that I’ve bypassed drugstores in hopes of finding a foundation for my complexion, moving straight to visiting a MAC or Bobbi Brown counter. The downside? The dent in your wallet. Now, while the Fenty Beauty Pro Filt’r Soft Matte Longwear Foundation isn’t exactly cheap, it’s still less expensive than the much-loved NARS, Estēe Lauder, Smashbox and Urban Decay foundations. But there has to be more to it, right? Why are women around the world dying to get their hands on this foundation? I think for the first time in a long time, women of colour finally feel included from the start and are not merely an afterthought after “much research has been done”.

Fenty Beauty Pro Filt’r Soft Matte Longwear Foundation in 390.

A lot of the beauty brands we have come to love today, did not start off with 40 different shades in their complexion line up. Using hyperbole for context, most start with 80% of the range catering for fairer tones and 2 – 3 shades commonly named “Cappuccino”, “Mahogany” and “Chestnut” for deeper skin. About a year or two after these foundations have hit shelf, do companies then create a brand spanking new TVC announcing an extension of the range to include more varied tones for women of colour. Now, slow progress is better than no progress at all, but why should it have to take so long to get there?

Leaving the vast shade range behind, Fenty Beauty Pro Filt’r Soft Matte Longwear Foundation is so well formulated as well. I do believe it’s perfect for normal / combination skin but it goes without saying that all skin types can of course thoroughly enjoy it. When it comes to my foundation routine, I tend to skip priming a lot of the time opting to set or bake along my t-zone. It’s also a buildable consistency allowing you to avoid a cakey appearance. With most foundations, I’m happy with one layer but with this one, I take it up to two for slightly more coverage around my hyper-pigmented areas. For $34 (roughly R480 at the time of this post), you get 32ml of product housed in a frosted glass bottle with a convenient pump mechanism.

Also a favourite from the Fenty Beauty line up are the highlighters. Swatches of Trophy Wife went viral across social media platforms as beauty junkies became fascinated with the sheer brightness of the luminating powder. I picked Trophy Wife as well as a the Killawatt Freestyle Highlighter Duo Mean Money / Hustla Baby. 

Without giving too much away, I want you to have a look at my first impressions with some of the products from the collection in this YouTube video.