“Fenty Beauty was created for everyone: For women of all shades, personalities, cultures and races. I wanted everyoneto feel included. That’s the real reason I made this line.”BRAND STORY + MISSIONSmashing the stereotype of a celebrity beauty line by launching a complexion collection that places her firmly in the prestige sector, Rihanna’s first foray into beauty isn’t what you might expect.It would have been too easy to launch with crazy colour and novelty products but creator and founder Rihanna wanted to do things differently – as an innovator but also as someone who had personally experienced the gap in the market for a foundation range that is truly representative of women of all colour.Her mantra is ‘radiance reimagined’ and she intends to achieve it with the release of forty boundary-breaking shades of foundation, a selection of glowing highlighters, luminous primers, shimmering makeup sticks and the sexiest blotting powder and paper yet. With countless and unexpected ways to shine bright, there is no doubt that Rihanna is once again redefining the rules. For Rihanna, beauty is an energy, it’s the ever-changing way we carry ourselves. It’s the power to light up a room or heat things up. It’s about emanating what’s inside and using make-up as a tool to celebrate difference.IN RIHANNA’S OWN WORDS- Rihanna On The Early Years : “The first time I remember having my make-up done was for this beauty pageant that I did in school. I was 15, about to be 16, just before I got signed. And ever since then, ever since I saw foundation on my skin—I could never look at my skin without foundation again. Makeup, it spoiled me.”- Rihanna On Diversity: “Foundation is one of those areas in the beauty industry that has a big void for women at extreme ends of the shade spectrum. And so, I wanted to make sure that women of all skin tones were covered and they could be included in what I created.”- Rihanna On Quality: “We work really long and hard on the texture of each formula. It was really important to me that each product is made to easily build and layer with lightweight textures that are flexible even when you want to re-apply.” - Rihanna On The Power Of Make-up: “The best piece of makeup advice that I can give to any of my fans or any of our customers is to never be afraid to experiment. Make-up is there for you to play. It’s there for you to have fun with. It should never feel like pressure. It should never feel like a uniform. You should always have a blast, and feel free to take chances, take risks, and, dare to do something new or different.”- Rihanna On Making The Brand: “I have 100% involvement in this process, which made this so special and very fun. I had so much freedom in creating whatever products I wanted to make, and whatever colours or shades I wanted to make them, down to the fonts on the packaging. I look forward to everybody getting to see what we’ve been able to create so far.”HOW TO FENTY YOUR FACE?STEP 1: GO SOFT, GO MATTE. Because glow on glow = unwanted shine.“I think skin really is the true key to a woman’s beauty. I think if you can make make-up look like beautiful skin, that’s the best.”RIHANNA. Start with the Pro Filt’r Instant Retouch Primer, beginning at the centre of your face, blend outward and let the blurring ‘invispink’ formula work its magic.Follow with Pro Filt’r Soft Matte Longwear FoundationSTEP 2: GET LIT. Lighten up and get playful.“The point is, there are so many and they’re so fun. You can just collect them, magnetise them and use them as you please depending on your mood, your outfit and where you’re going.” RIHANNAHighlight, blush and enhance with a rainbow of Match Stix Shimmer Skinsticks. Choose from low-key tangerine sheen to all out violet iridescence and warm the product on the back of your hand before tapping onto skin. The light-catching formula will melt at first-touch to a powder-soft finish.Sweep Killawatt Freestyle Highlighter onto cheekbones, eyes, lips, collarbone – anywhere you crave a touch of light. With a dose of skin-glorifying colour, Killawatt ranges from subtle dayglow to insanely supercharged.STEP 3: BLOT ON THE FLY Wherever, whenever, we got you.“Every red carpet you see me on, this is in my clutch. I hate being greasy or getting caught oily in pictures—we all hate that—and this is the cure.”RIHANNA. Finish with Invisimatte Blotting Powder to absorb excess shine and achieve an instant filtered look. Touch up throughout the day with Invisimatte Blotting Paper. The lipstick sized compact with a handy mirror is small enough to fit in the palm of your hand, so it’s ideal to de-sheen when you are being seen. Alternatively, follow Rihanna’s lead and blot before and after foundation.