Products such as Pro Filt'r Foundation, £27 forced the beauty industry to take a long, hard look at itself, with 40 inclusive shade catering to every skin tone. Queues stretched from the doors of Harvey Nichols and the brand reportedly made an eye-watering $100 million in sales within the first 40 days. ![]() ![]() "The Fenty Effect" has been shaping our beauty-buying habits since Riri first launched her make-up line, Fenty Beauty, in late 2017. The trademark registration was listed for “medicated and non-medicated skincare, soap, body care and personal care products (excluding color cosmetics, perfume and other fragrance-only products), and related accessories such as kits, tools and applicators,” and the world has been waiting patiently ever since. It seems like forever ago that Rihanna trademarked "Fenty Skin" (ok, it was March 25th last year but that's like, 100 in Fenty announcement years).
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