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@ Joker
2025-05-12 19:58:24
Rihanna’s Beauty Brands Creates Boom In Women Of Color Cosmetics
Customers with darker complexions are finding more makeup options, as startups and established brands follow Fenty Beauty by Rihanna in targeting an untapped market with inclusive offerings.
After often treating black women as a marketing afterthought, cosmetics brands are courting these shoppers with blushes, lipsticks, concealers, eyeshadows and foundations designed for them.
Such moves come on the heels of the success of Rihanna’s beauty line. When it launched in September 2017, Fenty Beauty by Rihanna offered foundation in 40 shades—more than most other big brands at the time—and emphasized the star’s goal to meet the needs of women of color.
Global makeup sales are expected to reach $71.8 billion this year, according to market researcher Euromonitor.
Given the growing multicultural population, established players risk losing market share to Fenty Beauty and a host of newer brands that specialize in makeup for women of color.
When Brittany Williams started wearing makeup in her early 20s, she struggled to find products that matched her skin.
The 29-year-old pharmacy technician said she is “darker-complexioned” and tried countless foundations, including one that made her “end up looking sort of orangey,” due to its red undertones.
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