She quickly shot back with two comments: “lol. Shortly after Fenty’s launch, they challenged the newcomer in an Instagram post noting that 40 shades of foundation was “nothing new” since they’ve had 40 shades since 2015. Its claim to fame: the foundation launched with 40 shades “made for women of all skin colors & undertones.'īut as it turns out, a few other brands had 40 or more shades too, including Make Up For Ever, who was not about to let that fact go unnoticed. Rihanna made headlines last fall when she launched Fenty Beauty, an intentionally inclusive makeup line created “so that women everywhere would be included.” Fenty’s liquid foundation product, Pro Filt’r, was so groundbreaking that it made it onto Time’s 25 Best Inventions of 2017 list.
