In a mere two years, Fenty Beauty has broken sales records around the world, revolutionised the cosmetics industy with an offering that caters to all skin colours and enlisted a coiterie of empowered, inspiring and equally diverse inspiring ambassadors committed to creating positive change. But is Rihanna content with that? Obviously not.
The popstar-turned-mega-mogul has just announced the release of a new foundation formula designed to not only provide lightweight coverage (much needed in Dubai right now, it's a sweaty summer) but also UV protection. And that's not all. Having listened to her fans, Rihanna realised that it's besides catering to different skin tones, the beauty industry needs to serve different skin types.
Welcome, Pro Filt’r Hydrating Longwear Foundation; the first-of-its-kind foundation where medium to full coverage meets serious staying power and a natural finish, all in a hydrating formula. Available in the same 50 shades as the original Pro Filt’r Soft Matte Longwear Foundation, the new and improved Pro Filt’r now offers a match suited for a range of skin tones and skin types.
We all know the struggle of investing in a new product only to find it makes us oilier than an eel or flakier than a reptile... No disrespect to either, obviously. Moving on from non-mammal skin struggles, Fenty Beauty's new release marks the brand as one that is truly going beyond virtue signalling, hearing their customers needs and putting them first.
Rihanna, we at Grazia applaud you and cannot wait to see what you create next.