8 September, 2017. By Amy Croffer. To much ado, Rihanna has dropped her highly-anticipated debut makeup line, Fenty Beauty, with a woman in Australia being the first in the world to purchase the products.
Although the range launched simultaneously globally across 1600 stores in 17 countries, due to a time difference, Sephora Chadstone in Melbourne was the first to open its doors and Vera Cheffers, a 20-year-old university student, was at the top of the line.
“I usually don’t go to huge makeup launches but as a Pacific Islander growing up in Australia it has always been a little hard to gain access to makeup ranges that are suited to my darker skin tone, which my fellow women of colour will understand, so when a huge star like Rihanna launched her line that caters to diverse skin tones I wanted to support her,” Cheffers told Fairfax Media.
“I love Rihanna and feel so happy to have been the first to purchase it.”
The beauty line, which the Barbadian singer, 29, had been teasing since 2015, is already being heralded as one of the most diverse in the market with 40 shades of its Pro Filt’r Soft Matte Longwear Foundation to suit all skin colours.
With “100 per cent involvement” in its creation, Rihanna said it’s for “women of all ages, all sizes, all skin tones, all religions, all cultures”.
“I wanted women to feel included,” she said.
Other hits in the 91-product range are the 30 magnetic Match Stix Skinsticks – in both matte and shimmer finishes to contour, correct, conceal, highlight and blush and six cream-powder Killawatt Freestyle Highlighters for face and eyes.
She’s so sure of her lip gloss, Gloss Bomb, there is only one shade.
“This is a universal lip gloss. It is the perfect, rosy nude tone, and it flatters every skin tone,” she said.
While the Barbadian singer, 29, real name Robyn Rihanna Fenty, hosted a VIP-filled party in New York where fashion week is in full swing, organisers Down Under did not get the turnout that had been anticipated.
An hour before launch, three people waited in an orderly queue outside Sephora, Pitt Street, Sydney, while Cheffers had been waiting for just 45 minutes to become the first in the world to officially get her hands on the products.
As a Pacific Islander growing up in Australia it has always been a little hard to gain access to makeup ranges that are suited to my darker skin tone.
Vera Cheffers, student.
Details of the range had been under lock and key, and those lucky enough to get a sneak-peek had to sign a strict non-disclosure agreement agreeing to not post anything online until after the 9am embargo.
While Fenty Beauty has been launched to mostly jubilation, some are likening the packaging to Kim Kardashian West’s recent KKW Beauty contouring stick empire – both in the shade dubbed millennial pink.
But Pantone’s colour of 2016 is all the rage.
How to achieve the Fenty Face, according to Bad Gal RiRi:
- Use the soft matte filt’r foundation, because no matter your skin type, adding glow on glow = unwanted shine.
- Layer your highlight for strategically-placed glow. It’s all about lighting up where you want.
- Get ahead of shine by blotting on the fly, wherever and whenever. Being photoready means being shine-free.