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Many marketers are following today's shoppers into the digital domains where they spend their time, like social media and e-commerce sites. But few have entered these spaces as successfully from the outset as Fenty Beauty, the cosmetics line launched late last year by Rihanna and Kendo, the beauty brand incubator at luxury conglomerate LVMH. With a stunningly diverse offering designed to be used on every shade of skin, Fenty's "beauty for all" message rings loud and true at a time when many consumers are thirsting for more authenticity and inclusion.

The brand debuted in September 2017 with 40 shades of foundation and 91 total products. A little more than a year later, Fenty has 5.5 million followers on Instagram, and several followers in real life, toobeauty brands like Kylie Jenner's Kylie Cosmetics and ColourPop have expanded their own foundation ranges to serve a wider variety of ethnicities. Those brands subsequently caught flak for appearing to piggyback on what many call Rihanna's genius.

"From its birth, [Fenty] catered to all skin tonesthat's a differentiating factor from the other brands who might be perceived as jumping on inclusivity as if it's just a trend," says Lia Neophytou, associate consumer analyst at GlobalData Retail. She adds that such authenticity is a reason many consumers stick with a brand, and beauty brands in particular, for future purchases.

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