Something about this month’s launch of Rihanna’s new beauty line – Fenty Beauty – has touched a nerve with consumers and it’s not entirely owing to her A-list cred. In a sea of celebrity-endorsed fashion and beauty collections, Fenty stands out thanks to its notably diverse range of foundation shades (all 40 of them, near revolutionary in its inclusivity), from lightest of alabasters to the deepest of coffees, with a range of authentic skin-loving undertones as well. Word on the street is that customers are liking – and buying – what they see: there are reports of the darkest shades selling out instantly, which flies in the face of the argument of bigger brands that producing darker shades is a risk for their profit margin. But it’s not only dark-skinned girls loving the range, a number of people with albinism have sung the praises of Fenty for making shades light enough for pigment-free skin, using the hashtag #AlbinoMatch to broadcast the discovery on various social platforms.

Of course this isn’t Rihanna’s first foray into the world of beauty, with products from her RiRi for MAC collection reportedly selling out in hours. However, with a whole makeup line created by the original bad girl herself – and with names like Trophy Wife, Moscow Mule, Sinnamon, Killawatt and Pro Filt’R – this one’s got RiRi written all over it, in a very good way.

Tags: beauty, Feminism, Fenty Beauty, rihanna, twin, Twin magazine