Of all the celebrity collaborations that have dropped the past couple of years, Fenty Beauty has really taken the cake, especially in Singapore. Only rivalled marginally by the Kat Von D Cosmetics release here, the Fenty Beauty launch at Sephora’s Ion Orchard flagship was described by some to be a madhouse, with queues beginning the night before the launch. With more than a hundred people in line, the hype was real.
The 29 year-old Barbadian star kept the workings of the brand relatively low-key. People knew it was coming, but not when, nor what the line would encompass. With the first brand teaser, Fenty Beauty established itself as a brand that celebrated diversity, but little else was told about the actual products.
The resulting release did not disappoint. Millennial pink, minimalistic packaging was an obvious winner, but another show-stopper was the staggering 40 shades of foundation available for customers. Rihanna has made it mandatory for every single hue to be stocked in countries that carry her label — a welcome and inclusive take, especially in Singapore where most labels only hold a limited, fairer shade range. The collection also includes a lip gloss, highlight and contour sticks, blotting powder, brushes, a makeup sponge and a primer.
For those who haven’t yet bagged anything from Fenty Beauty, here’s what you should look out for.