Darker shades of the Fenty Beauty foundation line, shades #390 to #490 are selling out in record numbers at Sephora locations in North America.
This proves what we have always known, women of color are eager to spend on brands that include & represent them.
When dark-skinned customers express dissatisfaction, the tired excuse we usually get are statements like:
"More shades are coming",
"Black women don't buy makeup as much as other demographics"
"We'll expand the shades on the next launch"
With 40 diverse shades, Fenty Beauty deviated from the norm by having shades for dark skin available at the first launch. Beauty lovers have responded by purchasing the Fenty Beauty foundation product in droves:
In an interview with Senior Beauty Editor at The Cut, Sephora sales associates at the Times Square location shared that despite efforts to restock daily, the darker Fenty Beauty Pro Filt'r foundation shades still sell out.
Twitter user, @kiaspeaks pointed out a noticeable increase in beauty brands advertising more to dark-skinned customers after the release of Fenty Beauty's 40 shades & diverse launch campaign:
Rihanna gotta them out here working! pic.twitter.com/fo1QOl6TG0— 8:21 (@kiaspeaks) September 14, 2017
Even make up for ever shook 😂 pic.twitter.com/ta9Vtgtksu— Kagome Higurashi🇸🇱 (@anyaaa_e) September 15, 2017
That woman has these brands acting up 😂😂😂 the salt pic.twitter.com/RUA9PpY5MH— damn daniel (@BLiantii) September 14, 2017
LOOK AT THE NEXT TWEET😂😂😂😂 this is so transparent pic.twitter.com/s5w0Pkf0of— damn daniel (@BLiantii) September 14, 2017
We weren't expecting any less from Rihanna and know the success of her brand will contribute towards dispelling the myth in the beauty industry that "Black Beauty does not sell".