Many women of color are faced with surviving the experience of trying to find a shade to match their skin tone again and again, in an industry where makeup is predominantly default white. It is absolutely refreshing to see that Rihanna has addressed the fact that women of color have multiple skin tones.
Rihanna released her debut make-up line called Fenty Beauty containing 30 shades of makeup sticks, 40 shades of matte foundation, and 6 highlighter shades.
Less than a week after launching, the product is flying off shelves. While most of Rihanna’s mega-successful makeup line has managed to stay in stock, there’s one product in particular that is selling out at lightning speed, according to social media, and that’s Rihanna’s deep foundation shades.
“In every product, I was like, ‘There needs to be something for a dark-skinned girl, there needs to be something for a real pale girl, there needs to be something in between,'” Rihanna explained. “You want people to appreciate the product and not feel like, ‘Oh that’s cute, but it only looks good on her.'”
Currently, Fenty Beauty is only available at Sephora.
According to Anya Cohen, an analyst at IBISWorld, a market research firm, told BuzzFeed that African American and Asian women are driving a significant amount of growth in the personal care industry in general.
“There is a clear demand for these products,” she said. “It makes it lucrative to be entering this retail sphere at the moment.”
Black women don’t use makeup as regularly as their Latina counterparts, Toya Mitchell, an analyst with Mintel who focuses on multicultural research and black consumers, told BuzzFeed News.
Toya Mitchell, another analyst who focuses on black consumers and multicultural research explained, “Black women are more likely to shop across any type of store — that is a dollar store or a prestige makeup counter — because she wants to make sure she’s buying the right brand.”
She continues, “Prestige is very important when it comes to foundation, because she can look at it and try it, and she has an expert to help her find the right skin tone.”
Makeup brands such as Estee Lauder have already expanded their product lines as to include more products targeted at women of color. Last year, they purchased Becca, a brand known for their highlighters that come in a wide range of colors. It’s reported that Estee Lauder paid $200 million for the brand.
Bolton Weiser, an analyst for Davidson Equity Capital Markets said about Estee Lauder’s acquisition, “I think it has to do with the idea that sometimes those groups, both millennials and people with multi-ethnic backgrounds tend to be beauty enthusiasts. They’re willing and interested in trying different beauty products.”