IS FENTY BEAUTY WORTH THE HYPE? AN HONEST REVIEW

LET'S TALK FENTY!

 

 

 


 
 
 

 

 

 

 

 

 

 

Launched on 8 September 2017, the Fenty Beauty cosmetics brand took off on a tsunami trajectory, recording ground-breaking sales valued at $72 million (USD) within one month of release, with sold-out products widely reported. Co-owned by American-Barbadian celebrity, Rihanna (from whose real name the brand was derived—Fenty) and the luxury brand, Louis Vuitton Moët Hennessey (LVMH) on a 50/50 basis, the brand is currently available in 17 countries.  
 
The Fenty Beauty brand prides and thrives on a revolutionary marketing approach of inclusivity, providing for as many skin tones as possible through its range of products particularly focusing on foundation and concealer, and thereby filling the long-lamented gap within the beauty industry regarding poor accommodation for black beauties and other people of colour. Since its launch in 2017, subsequent brands have imbibed its example of inclusion; the brands which have not followed in that direction have been met with heavy criticism for their sheer adamance on perpetuating exclusion. Such brands include Kim Kardashian's KKW Beauty, Tarte's Shape Tape Foundation and Benefit's Hello Happy Foundation. 
 
In order to attempt a fair review of the brand and its impact over the years, analysis shall be undertaken on four distinct parameters. That is to say, inclusivity, availability, affordability and suitability.  

 

 


 

 


 


 

 

 

 

 

 

 

 

 

1.    Inclusivity 
As earlier mentioned, the Fenty brand's foundational structure is hinged on the mantra of ‘accommodation for all’. With respect to its range of makeup products including foundation, concealer and lipstick, it has successfully ensured the inclusion of a multiplicity of shades that, before its entry into the market, were never catered for. For instance, with its launch in Fall of 2017, it introduced the Pro Filt'R foundation which instantly gained global acclaim for offering 40+ shades, particularly covering the age-long excluded darker shades. Also, on 11 January 2019, the brand launched its Pro Filt'r Instant Retouch Concealer which came on board with an offering of 50+ shades. As a result of this development, ten more shades were added to the foundation line to bring it up to par with the concealer. Furthermore, the Stunna Lip Paint, representing the brand's lipstick line comes in five different colours, following the initial red at time of launch on 23 November 2017. Other colours include baby pink, peach nude, chocolate brown and black. 
 
2.    Availability  
Since its launch, the Fenty Beauty range of products has been made available in over fifteen countries, including major cities of the world. In 2018, the brand's products premiered in Saudi Arabia. By 1 April 2024, Rihanna herself announced the prospective launching of the brand in mainland China. With respect to Africa, as of May 2022, Fenty Beauty was available in eight African countries, including Botswana, Ghana, Kenya, Namibia, Nigeria, South Africa, Zambia and Zimbabwe. 
 
3.    Affordability  
The Fenty Beauty brand has been described as being positioned in the mid-to-high-end price range. With a least specific product price of just over $10 and a highest product price capped at $44, the brand demonstrates a relatively pocket-friendly price offering to its teeming customers. To this extent, its extant pricing regime has been further described as reasonable in juxtaposition with other prestige brands. 
 
4.    Suitability  
While the laudable strides made by the brand in the area of inclusivity are well recognised and acknowledged, the question of suitability of the products regarding the various shades is exposed to divergent responses. This is largely dependent on user preferences and expectations. To further demonstrate this point, recourse is had to two contrasting consumer feedbacks regarding the brand's range of products as culled from the brand's official website.  
-    Petr K. says: 
I work in a cabaret, and to go on stage I need to wear a foundation with reflective particles. And the Fenty foundation suits me VERY well, it has a light pleasant scent. Holds well, doesn't roll down. 
-    Laura C. says: 
Beautiful color; but unfortunately needs to be reapplied every hour. Fades super quickly, and the fading is not even – so it looks worse than my regular lipstick. Very disappointing. 
Indeed, complaints are bound to emanate from the usage of consumer goods, especially one with such a monumental global coverage as Fenty Beauty's. However, overall product sales as earlier highlighted depict substantial customer satisfaction.  
 
Finding  
On the basis of the analysis provided under the foregoing indicators, it may be concluded that the Fenty Beauty brand is well worth the hype, especially so since its inclusivity niche has set a new standard for the beauty industry both in terms of choice variety and quality improvement.  

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