Fenty Beauty (stylized as FEИTY ELEGANCE) is a cosmetics brand launched in September 2017 by vocalist Rihanna. The brand is preferred for its wide inclusivity across complexion as well as sex, specifically its Pro Filt'R foundation.The initial structure launch consisted of 40 tones, because increased to 50. The incorporation of Fenty Elegance concealer includes 50 shades supplying a variety to all skin types. The intent behind having so many tones to use is to distinguish from other makeup firms that do not cater to a broad market. Fenty Appeal was called one of Time publication's ideal inventions of 2017.