Fenty Beauty – Inclusive by Default

Fenty Beauty disrupted the cosmetics industry at launch by offering 40 foundation shades, addressing the long-standing exclusion of diverse skin tones. Rihanna and her team didn’t market inclusivity as a niche add-on — they built it into the brand’s DNA.

The result was seismic. Consumers of colour, often overlooked in mainstream beauty, embraced the brand as a cultural milestone. Competitors scrambled to expand their shade ranges, proving the commercial power of inclusivity. Fenty’s success wasn’t just financial, it reshaped the expectations of an entire sector.

Key Takeaway :

True inclusivity is not a trend, it’s a business advantage. When brands reflect the reality of their consumers, they win trust, loyalty, and market share.