#3 Fenty Beauty & Savage X Fenty
With the onset of Fenty Beauty and Savage X Fenty, came a new wave of diversity throughout the marketing and advertising world.
While It Cosmetics launched 12 shades of foundation in 2018, Tarte (15), YSL (22), Fenty Beauty exploded on the scene with 40 spread evenly across skin tones.
When major retailers faced backlash for dubious loss prevention tactics, Fenty Beauty opened exclusively at Sephora, later expanding to ULTA Beauty.
As Victoria’s Secret’s male gaze stifled inclusivity and carried stores to permanently close, Savage X Fenty dove into retail, integrating the customer experience, innovative tech, and promoting the “Female Gaze”, so everyone can feel beautiful in their own skin.
Taking the concept of beauty and flipping it on its head, Rihanna set out to create products meant for all ethnicities, genders, and body types. Just four years after the Fenty Effect reimagined a ruthless industry, established brands struggle to play catchup.