The Rise and Rise of Fenty Beauty by Rihanna 

Please let me know which brand you would like to see next 🥰 I was thinking Glossier or Jeffree Star but Im open to suggestion 💕

I doubt Fenty will ever have a fall anytime soon, she managed to snag the number 1 position by filling the biggest issue beauty had, inclusivity. And inclusivity will retain loyalty.

I've said it before but ; it says a lot about lack of inclusvity in the makeup world when Fenty releasing 40 shades of foundation was considered "revolutionary".

You explained the geisha situation very well. I find that a lot of native Japanese think it’s fine because they have never been treated badly for their culture, as they grew up around only other Japanese people. But Japanese people growing up in the west were and are still often fetishized, shamed and made fun of for their culture. The product was definitely offensive to their main audience (POC living in the west) and Fenty made a wise choice by taking it off their shelves and apologizing.

Working at Sephora in JCP and hearing about upcoming Fenty launch, I thought "oh great..another celebrity makeup line, snore." Well, we had education when it launched. I was totally gobsmacked! The range of color and undertone wasn't anything I have ever seen before. It was so fulfilling to be able to match foundation to everyone! She even had a shade for me! Being light medium with pink undertones, it is extremely hard to get a match. The sales were through the roof, and we had many many happy customers. She definitely set the bar for other brands. I have seen many launches of other brands since, and they still lack in this day and age, shade range. Rare Beauty has come very close. Fenty Beauty has consistently launched excellent products. The lip gloss is divine. You will have to pry the Ease Drop Skintint and Powder foundation out of my cold dead hands! Of course, I have many backups. Way to go Fenty Beauty!

You mentioned the risk of losing luxury status, but I think being sophisticated while still being relatively affordable continues the emphasis on inclusivity. Luxury brands with higher price points are inherently exclusive. I just purchased a few Fenty products and I’m excited to see where the brand goes!

Even IF Fenty Beauty fails, what they did for people, especially women, of colour in the beauty industry is huge. And for that alone, thank you Rihanna ❤️

I remember EXACTLY where I was when fenty beauty dropped their 40+ foundation shades And you're so right about the pale colour. I'm a person for whom general shade 01 ivory white is always too dark/yellow, and I remember how pre-fenty it was impossible for me and my friend to buy any sort of pale foundation. They really changed the game here

It truly amazes me that the country like the United States of America would take this long to create a brand that includes every race. It took a woman from Barbados to bring it to the states.

I stan a Queen who shamelessly admits that she wishes for a scandal that will kill Kim Kardashians brand 😂❤

LIKE Rihanna really understood that us redheads were struggling with fining eyebrow pencils!!! SHE THOUGHT OF EVERYONE

As someone who rarely wear make up, I really wish fenty would release like mini version of their foundation.

Personally was not a fan of the ketchup/gloss marketing scheme. I always thought of Fenty Beauty as a sophisticated and chic brand, and that release ruined it imo. Too Much Mouth made a video about it and she put it very well. It came off as gimmicky and out of touch from the usual branding. Their marketing is usually effective with staying relevant by keeping up with trends, but this one was done in a tacky way imo

E.L.F will be an interesting one! There are some complains of them sneakily increasing price but for their current prices and quality, they’re pretty unbeatable. they also now focusing on their skincare branch as well!

Allot of these companies that said they created a wider range of skin tones to follow Fenty now don't do it,you go in stores and they have reverted to selling only specific shades like before.They still underestimate brown consumers and that's their loss

As a Japanese person who lives in the United States currently but is not Japanese American [I am not an immigrant with generations in this country etc] it's interesting to see how Americans who do cause some sort of problem in relation to Japanese people often use 'Japanese people arent upset about it back home so you sensitive Americans need to calm down' and your point of how Japanese Americans are going to pick up on a very recurring issue compared to us Japanese people who once again tend to be isolated from anti-Japanese and anti-Asian racism is so important to emphasize. I think, like with most POCs and honestly ethnic groups in general, we like appreciation. So for me, when I see a non Japanese person in a kimono, I think it's totally cool, and I think other Japanese people think the same way. This perception is what's used as a weapon by people to defend actual issues of cultural appropriation. A HUGE, VITAL concept to acknowledge with Japanese cultural-related things I think is merely the MISREPRESENTATION/MISINFORMATION aspect of it. As in, wearing a cheongsam [from China] in a 'geisha' [from Japan] look as Katy Perry did from the paper you mentioned was MISINFORMATION and MISREPRESENTATION. Mixing and matching our cultures like that continuously spreads the false narrative that us asians are all the same, and once again I think people get too caught up in the 'is this white person wearing a kimono ok' rather than looking into the issue specifically of Mixing and Matching our cultures. Furthermore , almost all 'kimonos' in the context of Western usage are some weird orientalist, shiny and flimsy cloth [japanese kimonos are not shiny lol] that is very thin, showing a lot of skin, no layering [kimonos, outside of yukatas which are for the summer, are very heavily layered to a point that it is warmer to wear a kimono outside in the Japanese winter than Western clothing and a jacket] very curvy [the curvy silhouette historically speaking was a huge Western trend that went in and out historically speaking with corsets and so on but with Japan we emphasize more of an up and down straight silhouette where the kimono deliberately hides your waist so you look more like a rectangle, using a very very THICK and expensive piece called an obi], and throws in Chinese motifs/prints [japanese and chinese prints are very different visually because once again different cultures] and some dragon thing and maybe some korean influence as well and once again plays this mixing and matching game with our cultural clothing and the colors are also super off [we opt for more demure colors rather than super bright ones]. No tabi is worn despite the kimono being presented as a non-yukata. Another depiction of kimonos, which is almost even more bastardized in a way, is that it's used as a synonym for 'robe'. Often times I see bridesmaids robes labeled 'kimonos'- once again, sleek, shiny, showing a lot of skin, 0 layers, non-japanese patterning [that is probably associated with orientalist associations]. And finally there was the Kim Kardashian pre-Skims kimono scandal, which, had she gone forth with the original name, I fear how even more watered down our cultural clothing would've become. Another issue is once again these brands that are depicting inaccurate depictions of kimonos might use east asian models- they may not be japanese but to the consumer, "who cares?" fits their mental orientalist assumptions- and I think that is another huge issue with spreading the misconceptions because the usage of an east asian model allows a false credibility to the depicted clothing because consumers who don't know better would think 'Ah, east asian clothing worn by east asian, that means this kimono is legit'. I actually saw a tiktok that was made with good intentions and hence was trending that showed 'bad' asian cultural clothing [usually halloween costumes] vs the 'real' asian cultural clothing, except for the kimono because the creator who didnt realize (so no fault to her), she ended up using a picture of a nonauthentic 'kimono' from a Chinese website. Once again, east asian countries also have nonauthentic depictions of eachother's cultural clothing, like in Japan we also depict Chinese cultural clothing stereotypically which can be often seen in manga as a trope, [Chun Li is an example]. But anyway, because the creator saw that it looked legit enough as it came from a mainland Asian website, she believed it was authentic. But unforutnately this unintentionally continued the spread of misinformation in terms of our kimono as it was presented as the 'real' version haha. This can be harmful as well. The makeup industry having controversy over orientalist stuff isn't new, as can be seen with the Limecrime China Doll [which once again mixed our cultures up and was full of misinformation] incident. With the Fenty beauty thing, to be honest, I have seen worse so I wouldnt personally feel super upset about it, but the way it was used as a mere adjective can be of course a contribution to the watering down of our culture [like kimono/skims incident], so the outrage was understandable. Anyway instead of looking up 'kimono' in English , due to the rampant misinformation and Halloween brands tryna sell 'sexy dragon geisha lady kpop konnichiwa' clothes pushing the wrong results to the top, I always tell peers to look up in Google Images: 着物は (translates to kimono, but with a hiragana at the end so google knows your search request is japanese) 振袖は (translates to furisode, but with a hiragana at the end so google knows your search request is japanese) 着物の種類 (looks up types of kimono, which ranges from yukata, furisode, oofurisode, kimono [its a subcategory within its own category], and houmongi [hakama is also a piece added onto the kimono/furisode that creates the hakama look for graduation or worn by those working at a shinto temple]) for 'geisha' 芸者とは (what is a geisha) 芸者と舞妓の違い (difference between geisha and maiko) 芸者と舞妓と花魁の違い (difference between geisha, maiko, and oiran [oiran is often sexualized and fetishized so where a lot of orientalist stuff comes from imo esp where people dont know the difference betwen a geisha and oiran lol]) Some Common Components of Japanese Kimono: -tabi -zouri [fancier] or geta [more often casual] -obijime -obi -obiage -nagajyuban [longer version] / hanjyuban [halfsized version] / hadajyuban [goes directly on skin] -dateeri / kasaneeri -datejime -erishin all of these pieces are layered and layered on, with furisode [the most formal of the kimono other than the oofurisode] having many layers and huge extravagant prints perfect for the winter weather, and yukata [the most casual and easy to put on] having minimal layers for the summer season, and being often in cooler colors such as blues, greens, faded browns, with simple patterns for the summer weather. Anyway, watching the evolution of fenty beauty was really neat, keep up the great content! Sorry for the unrelated ramblings in the comments section but I thought it was relevant enough to splurge all this info the best I could to fellow viewers who might be interested haha.

Y’all when Fenty beauty laughed I saw women from all walks of life uniting together, laughing, dancing, just living and sharing stories. They did amazing when they were promoting and marketing Fenty beauty. They definitely practiced those 4Ps of marketing ❤. Rihanna now need to get her brand on a level like a Pat Magraw brand. Where Rihanna just doesn’t dominate the market, with foundations and lips products, but a real great shadow pallet and other staple makeup products. But they will get there, I see them being careful and better researching what their customers wants. Will will stay around. I love them. ❤

Rihanna is a genius! The way she does her think is impressive. And I think Fenty is going to still be very successful moving forward. First good move that comes to my mind to support my feelings is the fact that Rihanna didn't put her known name in the brand. She put her last name, which makes a little bit difficult for people in general to connect everything to her. This is good, because, although there is an association that benefits the brand, there is also disconnection that can allow Rihanna to live her life without people getting sick of hearing her name all the time. Second, Rihanna has a very low-key lifestyle. She doesn't reveal that much about her personal life to the public nowadays. We don't even know her son's name hahaha. In that sense, she kinda stays out of trouble and her image stays as cool as possible. Being far from the music industry is also a plus in this matter, because it gives less space for people to criticize her.

Hated the ketchup gloss thing, but hey if I don't like it I don't have to buy it so no harm... I love that Fenty is in Boots in the UK!! Makes it so accessible and I think the brand image is strong enough to take the association... Let's just say it's a great win for boots 😜

This video was recommended to me after Rihana's superbowl. You've jumped on the trend so so beautifully. I'm in absolute awe of how well researched your videos are. Have you got a team behind? I'm a very small youtuber and your channel has inspired me a lot. Really well done! Can't wait for your future videos

Watching this video back to back with understitch’s Fenty fashion video was everything! The rise and rise of the beauty line, but so many mistakes with the fashion line. Such a great lesson in building customer loyalty (or not), honestly this video should be assigned in business classes. Well done Under🏆🏆🏆🏆🏆

I love Fenty! It is the ONLY brand I can find a foundation match.

I really enjoy your videos! I’d love to one on Benefit.

Great video 👏👏, would love to see a video about rare beauty

Rihanna gives us so many choices, I’m 64 and I use her make up, love it , from Ms Diana LaFleur ❤Oakland CA

The level of research you put in these videos is sublime

I just got here via the algorithm and am so surprised that you’re a small channel.,…such an amazing video!

ive been watching your videos for a while and i love them but, who created the song that you have in the background of your videos

I love your content, so much! ❤️

i love this! the rise and rise 🥰

Stunning Content as usual! :D would love to see something on Jean Paul Gaultier's fragrances 🌟

I really like their lip products, esp the glosses. It really is a luxurious feeling, feels good and smells good. It makes my lips look so hydrated and plump. I have tried the Maybelline, Essences and other drugstore glosses and none match up to the quality.

Fenty being available in Ulta is the most genus ideal, the cost of living keeps going up, many of us will benefit from Ultas reward point systems which is better then sephora.

Do rare beauty next! :)

That’s really interesting! Maybe Glossier for the next one? And/or Estee Lauder, Laura Mercier 💖

You should do a video about perfumes

This is now a series?.. both featured in Understitch & Underskin you started in Dior to Chanel now Fenty.. maybe next YSL, Giorgio Armani, Carolina Herrera, Tom Ford

This is a great analysis. I do love what Rihanna has done with the business!!

Fenty's marking was so successful that even someone like me, who don't usually wear makeup and only leave the house maximum once a week because I work from home, was curious and interested in trying. I bought a beautiful Fenty Heat gloss and concealer (I was pleasantly suprised that it mathched perfectly, as I find hard to find shades that match the light brown shade of my skin, concealers usually look too dark or too light). So even though Fenty is quite expansive in my country, I think it was worth it

Fenty Beauty is now a popular beauty brand, I see review almost everywhere and says it is good but me I want to test the products to believing what they says but unfortunately I can't afford so I give to Underskin to judgements hehehe

Thank god for this brand! I could never wear foundation before because of my skin tone. She seat the bar for the makeup industry.

The limited release style of selling products actually puts me off - years ago gymshark would do that all the time and I’d be disappointed nearly every time there was a release, so I just stopped shopping with them and with any company that does that 🤷‍♀️

Can you do a video on Rare beauty?

I still wear by the liquid lipstick, I have all the colors and it’s not 100% transfer proof BUT very comfortable on my dry lips and I love the colors and mostly transfer proof

Thank you for the Quality content

I keep meaning to get a Fenty foundation but never got around to it. I dont do makeup well

I am a very big fan of Rihanna and I would like to test one of her products one day because I find that her brand has a real identity and has stood out from the others. but I would like to know if she is really involved as she says.

I have the fenty beauty foundation and her gloss. I don’t like either. I get very oily and sweaty easily and the only way you can wear the foundation is if you slather on some kind of moisturizer beforehand otherwise it’ll just crack all over. It’s a very very dry formula and it dries immediately after touching the skin which makes it hard to blend. Youd think this would be a good thing for oily skin but nope! And good luck finding a cheap setting spray that will make it last. The foundation will last maybe 3 hours max. I’ve tried 4 different setting sprays with this foundation and it all makes it horrible. The best foundation for my combo oily skin is Macc. But I have already bought the fenty and can’t afford to buy a new bottle so I’m stuck with it. Oh and the shade that Ulta recommended me makes me completely yellow. 😢

I'm not really a make up girlie, in the sense that while i love putting on make up and playing with colors, i seldom have time and energy for it or sifting through a plethora of products. But when Fenty came out with such a huge range of products and a message of quality, accessibility and inclusivity, it was kind of a no brainer for me to just try it and see if i liked it. And once i found some products that i swear by, there is absolutely no need for me to look for other things, i almost exclusively shop Fenty because it's easy and i know it won't let me down in terms of range and quality. I think they really knew how to create loyal customers such as myself and now they have a life long customer in me

ULTA is on fire here in the U.S. They now carry Chanel & Dior. It would be foolish NOT to get shelf space there.

I did try Fenty. I don't wear makeup but I wanted to try it. It is a good brand.

I'm not a Rihanna fan but the makeup line if very good and in a good price range for everyone not just western customers. I dont see it doing bad at all It's here to stay and grinning customers everywhere

Can you do a miu miu video ❤

hi idk if u read comments but ive been a silent watcher for a while! love your content both here and on understitch :) if you (or anyone) know the third brand mentioned at 17:04, please let me know!! i have been googling "lindsay de shakar" and similar names for a good while now to no avail :( the dress shown as an example of their work looks stunning and i love molly goddard and ottolinger so i am absolutely itching for that brands name lol

Bc of the cleaning the floors while "cooking"

I subconsciously read the title of this video as the rise and fall of lol

Apart for the product being good, Rihanna’s relatable personality really helped sell this.

Don't think that selling in Boots will lower their brand positioning because even chanel has a Boots counter and they're still considered luxury.

Waiting 40min for the firsts pizza with the shampoo taste

Please do Nars

I for one have never bought or owned anything from Fenty Beauty or Fenty Skin. I have only owned 2 perfumes by Rihanna. Never any other beauty.

September 2017 is the official launch time of Fenty Beauty, but I guess 2016 was when the alliance started??

0:24 what is that ad girl

I wanted so bad to purchase a dainty doll foundation, but I was unable to source it from New Zealand. It's kind of ironic that Fenty doesn't even go light enough or pink enough for my skin tone, despite the press they've been running since the beginning saying they cater to "all" skin tones. If it was just the white mixer it would be less critical but their foundations are as yellow as mac's!! Fenty wasn't the first to have a wide shade range, but they were the biggest and loudest.

The ketchup thing was so off putting. But, I've had three products from Fenty and loved them all so I'll keep using them.

rare beauty pls❤

Even though it’s a bit expensive for my taste, I’m willing to support a company who really cares about it’s costumers!

I want to be in the meeting where Ulta decided to start carrying Fenty. Having to accept your a ch nemesis’ brand into your store can’t be a fun moment.

De thym mode antigua

It's not inauthentic to make something that people want, even if you didn't do it first.

This video is amazing and riahnna know how to invest really she is a good business woman

Who is behind this channel? I know this voice!

So where did MAC go wrong? They were my brand of choice and it took me a while to switch to Fenty. Didn’t MAC lead the way with shade range and inclusivity?

I LIVEEEE for their gloss bombs. That chocolate shade is just ugh, phenom.

Noblesse

All I heard after this lipstick release was, great formula but why does she keep making the same colors!!!! I also watch a lot of the beauty community, and so little creators use Fenty.

Rihanna, do launch your skincare line; cleanser, toner, moisturizer, face and décolleté creams and eye creams!❤

With Fenty beauty everyone felt seen.I mean all skin types.

Aiwa awai Hitachi ichita

Fenty beauty is doing well

The best cosmetic

💕💕💕

I just saw a clip called "the rise and Fall of Fenty"

Fenty Beauty is GOATED

should also be mentioned fenty claims to be cruelty free yet uses child slave mined minerals from india

Yet it is still not in India

Fenty fenthy

Rihanna is queen of everything. I love that her brand supports powerful black women of color. Kylie cosmetics who?!

The recent releases have felt gimmicky and childish. The lux feeling the brand had initially has dimmed. The colors can be found anywhere and the formula is being reformulated on a lot of of the best products.

I don't know why but is he claim as inclusive brand why put highest price of foundation? Like people also on budget still can't buy her products 🤷

Fenty beauty has changed the market forever !!!

Rare sells way better than Fenty and has overtaken Fenty in sales this year..

We love Rihanna too much mama… we will support her FOREVER!!!!!!

😄😄💖💖💄💄

She said once that she’s a devil worshiper and was proud of it no wonder her brand is rising I wonder what rituals she did to achieve that

Why is she promoting fentynol..

Rihanna is a dev"" worshipper she said that herself in an interview. I would never purchase from her. I do always enjoy your videos and this was no different. However I have a problem with the facts mentioned above.

Proof that INCLUSION outsells separation 🖤🖤🖤🤎🤎🤎🛸🛸🛸

I find Fenty beauty to be sooooooo overrated 🥱 I feel like if Rihanna’s name wasn’t attached to it no one would really care. The products are decent but not extraordinary