Fenty Beauty has been named by Time as one of the 25 best inventions of 2017.
The brand, developed by singer Rihanna and Kendo, was the only cosmetics company to make the prestigious list , which also includes inventions such as glasses that give sight to the blind and the iPhone X.
According to Time, it was Fenty Beauty’s approach to diversity and its 40 shades of foundation that clinched the honour.
“It was important that every woman felt included,” Rihanna told Time.
“I never could have anticipated the emotional connection that women are having with the products and the brand as a whole.
“Some are finding their shade of foundation for the first time, getting emotional at the counter. That’s something I will never get over.”
Launched in September via Sephora and Harvey Nichols, Fenty Beauty quickly went on to receive acclaim from consumers and is estimated to have generated $72m in media value in 30 days.
Online searches for the word ‘Fenty’ grew 916% in September. The launch of the highly-anticipated cosmetics line through sephora.com attracted a higher percentage of young consumers, aged between 19-44.
