There's been lots of talk surrounding the pending launch of Fenty Beauty, Rihanna's cosmetics line, this Friday. The most exciting of rumours included the number of shades that the brand's foundation would be available, something Rihanna herself has since confirmed.
A Rihanna fan account direct messaged the singer on Twitter asking if what they'd heard was true, and the response made us all squeal in excitement: 'You knooowwww it! Gotta represent for my girls and we come in all shades! Especially my brown sisters…been left out too many times in the makeup world.'
Another Twitter user said that they'd spoken to a Sephora staff member (Sephora will be stocking Fenty Beauty Stateside, in Europe and online), who also confirmed the 40 shades rumour and hinted that the foundations would cost around the 30€ mark (that's about £27.50).
There have been several teasers dropped across the Internet for Fenty Beauty and it's been getting people seriously hyped up, even more so when fans found out that the brand is being developed by Kendo, the same company that does Marc Jacobs Beauty and Kat Von D.
Beauty brands are beginning to get their acts together in a move towards a more inclusive beauty industry, and Rihanna's step into cosmetics is not only an opportunity for previously alienated consumers, but a lesson to be learned for companies who think that every skin colour fits on a spectrum of half a dozen (or a dozen if you're lucky) foundation shades. RiRi won't be the only one on the market with such an inclusive range - MAC's Studio Fix Fluid currently is available in 42 shades - but there are still too many brands out there that suck when it comes to expanding their collections beyond catering to light-skinned women.
Fenty Beauty will be available in the UK from Harvey Nichols, both in store and online. I would recommend setting your alarm to get yourself in there as it opens if you want a piece of this beauty pie.
Editor-in-chief / dog mum / part-time Disney princess