Fenty Beauty

Fenty Beauty is a young yet already quite successful American cosmetics brand. The company was founded in 2017 and is part of one of the world's largest corporations, LVMH. The founder of the brand is international celebrity singer and fashion icon Rihanna.

The brand was named in honour of the performer's surname. Rihanna was inspired by her experience of choosing products to create striking looks. Despite the variety of tools on the US market, she still had trouble choosing the perfect product for her skin tone.

It was the idea of creating a line of goods suitable for people with non-standard tones that formed the basis of Fenty Beauty. She worked with top specialists who meticulously developed the perfect formula, colour palette, and packaging. All these efforts resulted in Time magazine naming the brand the best invention in 2017.

The motto and aims of the Fenty Beauty brand

The company's concept initially sounded like «Make skin look like skin.» For this reason, from the first days of its existence, advertisements and promos featured people with real facial problems. These persons were not ashamed of acne, any imperfection or scars, and just showed the work of the Fenty Beauty products.

This approach has created a strong community around the American label, where creating a look is not an escape route to hide or wishful thinking. You use cosmetics that don't harm you, disguise specific problems, and still maintain a more natural appearance. The manufacturer's products allow you to be you.

Fenty Beauty products stand out:

• more than 50 foundation shades that suit people with different dermis types;
• high quality combined with an excellent composition of cosmetic products;
• a rich palette of colours for lipsticks and glosses;
• all formulas harmonise with each other and help create a more luxurious appearance;
• airy texture makes your face look fresh and radiant;
• unique packaging design.

When creating a new line or colour, Rihanna and her colleagues think about making sure that the product is 100% suitable for girls and women of different looks. Despite its enormous profits, the company aims to serve its female customers rather than focusing on flashy concepts.

Incredible packaging for cosmetic items

At Fenty Beauty, the range doesn't just include foundations or lipsticks. The manufacturer produces eye-shadow pallets, brushes, highlighters, bronzers, and powders. Here are also body care treatments, primers, and pencils. Therefore, girls and women can quickly assemble their perfect kit based on their appearance.

Regardless of the category, Rihanna cosmetics have the following packaging features:

• the boxes are in rose gold, pink, or white;
• lipsticks, concealers, and many of the large brushes have a polygonal hexagonal shape;
• apart from the name of the trademark, the boxes do not have any additional decorations or inscriptions;
• the packaging is minimalist and modern chic.

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