The Rise and Rise of Fenty Beauty by Rihanna

Fenty Beauty is arguably the most loved and talked about cosmetics brand in the world today, as it has been for the last few years. Their concept for inclusive makeup that was available and accessible to all met the inclining demand for inclusivist makeup with their 40, now 50, shades of foundation. Since, they have grown the company in a sustainable manner that has allowed them to increase their product offering while remaining dependable to their customer. With Fenty's retention-based marketing scheme they have really taken over the beauty space in a way few others have ever been able to, but it's still unseen wether this upwards traectory can last forever
Fashion Channel: / @understitchyt
Patreon: patreon.com/understitch

[@underskinYT]

Please let me know which brand you would like to see next 🥰 I was thinking Glossier or Jeffree Star but Im open to suggestion 💕

[@aaronjanlistanco]

Rare Beauty (Selena Gomez) Haus Laboratories (Lady Gaga) Rimmel London Anastasia Beverly Hills

[@cunty]

amore pacific!

[@allisont9107]

Revlon 💄💄💄💄💄

[@dionneking8]

glossier

[@isidoraveronica]

NARS 😊

[@sonikagbl]

I doubt Fenty will ever have a fall anytime soon, she managed to snag the number 1 position by filling the biggest issue beauty had, inclusivity. And inclusivity will retain loyalty.

[@underskinYT]

I really hope not, but its always a risk for celebrity brands. I really enjoy Rihanna as a celebrity so I hope we have her Eartha Kitt style and she just gets more iconique with age

[@soniabrown7151]

Yeah she did help with the inclusivity of shades but that was like six years ago!! to be honest I think most people are waiting on more like gloss bomb shades and like highlighters and more glitter because to be honest I feel like the Fenty brand itself like yeah they were known for bringing more shades in the beginning!!but I think they they specialize more like lip gloss and glitter and there highlighter/foundation sticks blew up because there were portable brushes that!! We’re magnetic!! At attachable!! The highlighter/contour sticks arent magnetic anymore!

[@tiahnarodriguez3809]

I disagree. Fenty’s makeup quality has noticeably gone down, so if it goes down further, and Rihana’s fans no longer tolerate it the brand is going to fall. I’m basing my opinion on what happened to Savage x Fenty. An influencer complained about how her lingerie and under garments are poor quality, so other people who noticed this spoke up and a bunch of people unsubscribed from the company. Which was another issue because you have to subscribe to buy form the company, and quitting the subscription is purposefully difficult.

[@soniabrown7151]

@@tiahnarodriguez3809 see I didn’t even know that because recently just started buying!! Fenty beauty products and some of the skin care!! WOW!! 🤯🤯 That’s Mind Blowing!!! Because I did notice that when I bought the gloss bomb the lid was wasn’t really matching with the bottom and there was a few flaws!!!

[@soniabrown7151]

But those highlighter sticks used to be magnetic!!!

[@societycrumbles]

I've said it before but ; it says a lot about lack of inclusvity in the makeup world when Fenty releasing 40 shades of foundation was considered "revolutionary".

[@underskinYT]

Youre right, with the tech we have now we should have better wwys to match all tones than having to rely on a wide tange

[@tiahnarodriguez3809]

I disagree. Maybelline did the Fit Me range which was consider revolutionary for the 2010’s, but people forgot. Plus, Rihana is the figure head of Fenty, so of course anything she does is going to be exponentially praised. What Rihanna did wasn’t new, but I commend her for how she marketed Fenty because it worked. She is a smart business woman when it comes to marketing.

[@nalasmith4281]

She has 50 shades and the darker range of skin tones were either too pale or low quality for black women. Which majority of the makeup brands, which are predominantly white owned continued to fail to improve and include a diversity for women of color. Kylie cosmetics are one.

[@wasabi.2839]

@@tiahnarodriguez3809 Same with the Iman makeup line cater to black women, or how Huda Beauty later after the Fenty launched with less range the undertones were more accurate for black women, Rihanna was like you said smart from a Marketing perspective but she didn't innovate anything. I don't remember the name of the brand that released 100 shade ranges and people thought it was ''too much''.

[@Nonconsented]

Prescriptives (a Lauder brand) back in the 90s had a huge foundation and concealer range in several formulas. And if they couldn't match your skin with what they had, they would mix a colour tailored to your skin. I used the brand, and it was excellent for its time. Unfortunately, it didn't last long. Inclusivity was definitely part of their marketing.

[@lorifrederick2367]

Working at Sephora in JCP and hearing about upcoming Fenty launch, I thought "oh great..another celebrity makeup line, snore." Well, we had education when it launched. I was totally gobsmacked! The range of color and undertone wasn't anything I have ever seen before. It was so fulfilling to be able to match foundation to everyone! She even had a shade for me! Being light medium with pink undertones, it is extremely hard to get a match. The sales were through the roof, and we had many many happy customers. She definitely set the bar for other brands. I have seen many launches of other brands since, and they still lack in this day and age, shade range. Rare Beauty has come very close. Fenty Beauty has consistently launched excellent products. The lip gloss is divine. You will have to pry the Ease Drop Skintint and Powder foundation out of my cold dead hands! Of course, I have many backups. Way to go Fenty Beauty!

[@underskinYT]

Thats so interesting to hear your retail experience with the brand ty

[@roraundercover]

You explained the geisha situation very well. I find that a lot of native Japanese think it’s fine because they have never been treated badly for their culture, as they grew up around only other Japanese people. But Japanese people growing up in the west were and are still often fetishized, shamed and made fun of for their culture. The product was definitely offensive to their main audience (POC living in the west) and Fenty made a wise choice by taking it off their shelves and apologizing.

[@underskinYT]

I’m glad you agree with my explanation, I thought it was an important distinction to make. I was concerned a tad about how it would come across of course being that I am not of Japanese descent, but I think it was important to explain the controversy, and how that affected their main market 🥰

[@saattlebrutaz]

Geisha is the most misogynist and sexist role imaginable - if it existed in the West it would be considered by feminists to be 'ultra traditional right wing barbarism'. Yes it has been fetishised, but it's still brutally sexist in Western standards and to just pass it off 'because someone's culture' is deeply hypocritical. It wasn't exactly the right thing to do and that's that - there shouldn't really be that much discussion about it.

[@daisykisses8803]

@@saattlebrutazYou are def right. There shouldn’t. But at least this video helped a lot of people learn about the origin and how it is perceived from western viewpoints. I’m very glad Fenty took it down and sent out an apology!

[@zdoriksandorik]

I remember EXACTLY where I was when fenty beauty dropped their 40+ foundation shades And you're so right about the pale colour. I'm a person for whom general shade 01 ivory white is always too dark/yellow, and I remember how pre-fenty it was impossible for me and my friend to buy any sort of pale foundation. They really changed the game here

[@underskinYT]

Did you ever try dainty doll?

[@zdoriksandorik]

@@underskinYT I lived in Ukraine, so none of that was ever available. The closest thing as far as i can remember was Kat von D, hourglass and some sort of like, theater-grade foundation for scene?

[@biazacha]

I’m mid to darker range and my god find an undertone that match was a mistake. I remember pre release watching all the “darkest” AND “lightest” shade and be teary eyed to see so many people in the same spot as me, for totally different reasons, have the experience of being seeing. Fenty Beauty launch was really something special.

[@daisykisses8803]

@@biazachait really was. It was the most amazing brand launch in makeup history for ALL ppl to enjoy.

[@toe708]

It truly amazes me that the country like the United States of America would take this long to create a brand that includes every race. It took a woman from Barbados to bring it to the states.

[@underskinYT]

Black owned brands are so important for this exact reason. Black people understand black people. But the problem is that historically white people havent allowed black people the funding to make the businesses a reality and/or a hit. Thats changing now, but the racism thats in the world permeates absolutely everything and its about time so we start to see more brands like Fenty come up from non-celebrities too

[@brooklyndecember]

Sorry! I have to step in here. The celebrity hype is real. MAC, NARS, even drugstore brands had shade range prior to F3nty. Let's not kid ourselves. And I say this was someone who Fentey 430 shade. And Fenty still has some work to do with the undertones.

[@hannahshark8080]

Even IF Fenty Beauty fails, what they did for people, especially women, of colour in the beauty industry is huge. And for that alone, thank you Rihanna ❤️

[@underskinYT]

100% the way they changed the industry will be remembered for decades. All companies do eventually fold, even the big ones, but its those that get remembered that matter most

[@lizday3067]

You mentioned the risk of losing luxury status, but I think being sophisticated while still being relatively affordable continues the emphasis on inclusivity. Luxury brands with higher price points are inherently exclusive. I just purchased a few Fenty products and I’m excited to see where the brand goes!

[@underskinYT]

Yeah, this is a completely valid point of view, I really agree with this

[@b.3845]

I stan a Queen who shamelessly admits that she wishes for a scandal that will kill Kim Kardashians brand 😂❤

[@underskinYT]

💀💀💀💀

[@Lukacuffaine2020]

WTF ? Wanting and wishing on someone income and source of life to be killed ? That fvcking rude

[@NA22427]

You people are WEIRD!! praying for Kim's downfall while supporting Rihanna whose using child labor in Bangladesh and is dating a colourist, like y'all really pick and Choose smh

[@diopfifi4937]

Who said that?

[@sidneyt_6]

LIKE Rihanna really understood that us redheads were struggling with fining eyebrow pencils!!! SHE THOUGHT OF EVERYONE

[@underskinYT]

Oh definitely! I literally couldnt find one foundation released around the same time (or available at the same time) for extremely fair skin.

[@anhdinh692]

E.L.F will be an interesting one! There are some complains of them sneakily increasing price but for their current prices and quality, they’re pretty unbeatable. they also now focusing on their skincare branch as well!

[@underskinYT]

Definitely, they will be so interesting

[@fernandohlima_]

Rihanna is a genius! The way she does her think is impressive. And I think Fenty is going to still be very successful moving forward. First good move that comes to my mind to support my feelings is the fact that Rihanna didn't put her known name in the brand. She put her last name, which makes a little bit difficult for people in general to connect everything to her. This is good, because, although there is an association that benefits the brand, there is also disconnection that can allow Rihanna to live her life without people getting sick of hearing her name all the time. Second, Rihanna has a very low-key lifestyle. She doesn't reveal that much about her personal life to the public nowadays. We don't even know her son's name hahaha. In that sense, she kinda stays out of trouble and her image stays as cool as possible. Being far from the music industry is also a plus in this matter, because it gives less space for people to criticize her.

[@underskinYT]

Yeah, I think that’s probably for the best. if she used her first name, her stage name for the brand, it may have come across very differently to how professional it has come across in retail now. Plus, if she does ever have a scandal in the future, it may help to protect the brand from that

[@fernandohlima_]

@@underskinYT exactly. And, by the way, congratulations on the excellent work. I really loved your video and your analysis on the topic 🥰

[@wasabi.2839]

She can diversified the brand recognition with parnetships with other brands or special packaging made by an external product designer; like Louis Vuitton did with Murakami to still safe her back just in case something happens, is never a waste to have a backup protection.

[@thecat5819]

As a Japanese person who lives in the United States currently but is not Japanese American [I am not an immigrant with generations in this country etc] it's interesting to see how Americans who do cause some sort of problem in relation to Japanese people often use 'Japanese people arent upset about it back home so you sensitive Americans need to calm down' and your point of how Japanese Americans are going to pick up on a very recurring issue compared to us Japanese people who once again tend to be isolated from anti-Japanese and anti-Asian racism is so important to emphasize. I think, like with most POCs and honestly ethnic groups in general, we like appreciation. So for me, when I see a non Japanese person in a kimono, I think it's totally cool, and I think other Japanese people think the same way. This perception is what's used as a weapon by people to defend actual issues of cultural appropriation. A HUGE, VITAL concept to acknowledge with Japanese cultural-related things I think is merely the MISREPRESENTATION/MISINFORMATION aspect of it. As in, wearing a cheongsam [from China] in a 'geisha' [from Japan] look as Katy Perry did from the paper you mentioned was MISINFORMATION and MISREPRESENTATION. Mixing and matching our cultures like that continuously spreads the false narrative that us asians are all the same, and once again I think people get too caught up in the 'is this white person wearing a kimono ok' rather than looking into the issue specifically of Mixing and Matching our cultures. Furthermore , almost all 'kimonos' in the context of Western usage are some weird orientalist, shiny and flimsy cloth [japanese kimonos are not shiny lol] that is very thin, showing a lot of skin, no layering [kimonos, outside of yukatas which are for the summer, are very heavily layered to a point that it is warmer to wear a kimono outside in the Japanese winter than Western clothing and a jacket] very curvy [the curvy silhouette historically speaking was a huge Western trend that went in and out historically speaking with corsets and so on but with Japan we emphasize more of an up and down straight silhouette where the kimono deliberately hides your waist so you look more like a rectangle, using a very very THICK and expensive piece called an obi], and throws in Chinese motifs/prints [japanese and chinese prints are very different visually because once again different cultures] and some dragon thing and maybe some korean influence as well and once again plays this mixing and matching game with our cultural clothing and the colors are also super off [we opt for more demure colors rather than super bright ones]. No tabi is worn despite the kimono being presented as a non-yukata. Another depiction of kimonos, which is almost even more bastardized in a way, is that it's used as a synonym for 'robe'. Often times I see bridesmaids robes labeled 'kimonos'- once again, sleek, shiny, showing a lot of skin, 0 layers, non-japanese patterning [that is probably associated with orientalist associations]. And finally there was the Kim Kardashian pre-Skims kimono scandal, which, had she gone forth with the original name, I fear how even more watered down our cultural clothing would've become. Another issue is once again these brands that are depicting inaccurate depictions of kimonos might use east asian models- they may not be japanese but to the consumer, "who cares?" fits their mental orientalist assumptions- and I think that is another huge issue with spreading the misconceptions because the usage of an east asian model allows a false credibility to the depicted clothing because consumers who don't know better would think 'Ah, east asian clothing worn by east asian, that means this kimono is legit'. I actually saw a tiktok that was made with good intentions and hence was trending that showed 'bad' asian cultural clothing [usually halloween costumes] vs the 'real' asian cultural clothing, except for the kimono because the creator who didnt realize (so no fault to her), she ended up using a picture of a nonauthentic 'kimono' from a Chinese website. Once again, east asian countries also have nonauthentic depictions of eachother's cultural clothing, like in Japan we also depict Chinese cultural clothing stereotypically which can be often seen in manga as a trope, [Chun Li is an example]. But anyway, because the creator saw that it looked legit enough as it came from a mainland Asian website, she believed it was authentic. But unforutnately this unintentionally continued the spread of misinformation in terms of our kimono as it was presented as the 'real' version haha. This can be harmful as well. The makeup industry having controversy over orientalist stuff isn't new, as can be seen with the Limecrime China Doll [which once again mixed our cultures up and was full of misinformation] incident. With the Fenty beauty thing, to be honest, I have seen worse so I wouldnt personally feel super upset about it, but the way it was used as a mere adjective can be of course a contribution to the watering down of our culture [like kimono/skims incident], so the outrage was understandable. Anyway instead of looking up 'kimono' in English , due to the rampant misinformation and Halloween brands tryna sell 'sexy dragon geisha lady kpop konnichiwa' clothes pushing the wrong results to the top, I always tell peers to look up in Google Images: 着物は (translates to kimono, but with a hiragana at the end so google knows your search request is japanese) 振袖は (translates to furisode, but with a hiragana at the end so google knows your search request is japanese) 着物の種類 (looks up types of kimono, which ranges from yukata, furisode, oofurisode, kimono [its a subcategory within its own category], and houmongi [hakama is also a piece added onto the kimono/furisode that creates the hakama look for graduation or worn by those working at a shinto temple]) for 'geisha' 芸者とは (what is a geisha) 芸者と舞妓の違い (difference between geisha and maiko) 芸者と舞妓と花魁の違い (difference between geisha, maiko, and oiran [oiran is often sexualized and fetishized so where a lot of orientalist stuff comes from imo esp where people dont know the difference betwen a geisha and oiran lol]) Some Common Components of Japanese Kimono: -tabi -zouri [fancier] or geta [more often casual] -obijime -obi -obiage -nagajyuban [longer version] / hanjyuban [halfsized version] / hadajyuban [goes directly on skin] -dateeri / kasaneeri -datejime -erishin all of these pieces are layered and layered on, with furisode [the most formal of the kimono other than the oofurisode] having many layers and huge extravagant prints perfect for the winter weather, and yukata [the most casual and easy to put on] having minimal layers for the summer season, and being often in cooler colors such as blues, greens, faded browns, with simple patterns for the summer weather. Anyway, watching the evolution of fenty beauty was really neat, keep up the great content! Sorry for the unrelated ramblings in the comments section but I thought it was relevant enough to splurge all this info the best I could to fellow viewers who might be interested haha.

[@underskinYT]

This is not unrelated at all!! What an insightful read, thank you so much. I will do exactly as you say and be searching all of these to learn more, thank you so much 💕

[@espeon871]

Yes, as a poc especially asian i hate when some people go oh asian americans are just sensitive as a bad thing because they have to deal w racism and white supremacy in the west which hurts them so they wld and makes sense that they know a lot abt their own oppression and call out appropriation. Appreciation is accuracy and respect for the people, appropriation is treating the culture like a commodity like you said and that's where i draw the line. Im from asia but genuinely white supremacy will hurt everyone.

[@miraid06]

I actually read it all. Thank you. I have typically steered clear of anything cultural that belonged to others. I had a myriad of Asian friends growing up and knew they all had different customs and cultures. I had friends from Cambodia, Laos, Vietnam, Japan and Sri Lanka to name a few. So many Americans, in particular, are very ignorant to differences. “We’ve” tried so hard to make it seem that we’re all the same (when it’s convenient), instead of appreciating and celebrating how uniquely diverse everyone is. Easy to understand with the history of this country. Thank you for the education.

[@halehydraa]

As someone who rarely wear make up, I really wish fenty would release like mini version of their foundation.

[@underskinYT]

Coming now in 2023 are Fentinis 😂🤣

[@justinemarin16]

Personally was not a fan of the ketchup/gloss marketing scheme. I always thought of Fenty Beauty as a sophisticated and chic brand, and that release ruined it imo. Too Much Mouth made a video about it and she put it very well. It came off as gimmicky and out of touch from the usual branding. Their marketing is usually effective with staying relevant by keeping up with trends, but this one was done in a tacky way imo

[@gasparinha]

I thought so, too, and so did any KZbinr I saw review it. But if their target is TikTok viewers under 20, it seems like they nailed it. It's a tall order to market to very different demographics, though. Have any of the "little sister" brands (e.g. Tarte Sugar Rush, The Estee Edit) even been truly successful?

[@underskinYT]

Well, I do agree that it wasn’t the most perfect thing for their own branding, I think it helps them avoid looking stuffy in the future

[@amakeupjourney]

@@underskinYT I think releasing new exciting products rather than stupid marketing campaigns with existing products will be way more effective in ensuring the brand doesn’t remain stuffy

[@tiahnarodriguez3809]

@@amakeupjourney Yes, people are asking for more lip gloss shades, and it seems that whenever new shades are released they sell well, so you’re right.

[@wasabi.2839]

I literally google how Fenty was doing because i saw some people i follow in Twitter with a lot of interactions, saying that Fenty was going downwards with this partnership lmao, i agree with you.

[@IEVAKambarovaite]

This video was recommended to me after Rihana's superbowl. You've jumped on the trend so so beautifully. I'm in absolute awe of how well researched your videos are. Have you got a team behind? I'm a very small youtuber and your channel has inspired me a lot. Really well done! Can't wait for your future videos

[@underskinYT]

Thank you so much, I’m so glad you like the video. No, I don’t have a team, a manage to do all the research myself, but I think it is a compliment you think I have a team! Glad you enjoyed 💕

[@IEVAKambarovaite]

@@underskinYT wow very impressive!! So beautiful done!

[@steeldrumheart601]

Allot of these companies that said they created a wider range of skin tones to follow Fenty now don't do it,you go in stores and they have reverted to selling only specific shades like before.They still underestimate brown consumers and that's their loss

[@underskinYT]

I was thinking this the other day, the only brand that I can still see trying to make an effort for this is L’Oreal (I think it’s L’Oreal) where they have the perfect match foundation with all of the different tones, I thought that was groundbreaking and such an interesting way to approach matching someone’s skin

[@jojomargaux9295]

Y’all when Fenty beauty laughed I saw women from all walks of life uniting together, laughing, dancing, just living and sharing stories. They did amazing when they were promoting and marketing Fenty beauty. They definitely practiced those 4Ps of marketing ❤. Rihanna now need to get her brand on a level like a Pat Magraw brand. Where Rihanna just doesn’t dominate the market, with foundations and lips products, but a real great shadow pallet and other staple makeup products. But they will get there, I see them being careful and better researching what their customers wants. Will will stay around. I love them. ❤

[@underskinYT]

Ill be interested to see if they expand in that way, because having a Fenty Professional palette would sell craaaazzzyyyyy fast

[@jhoover3098]

Watching this video back to back with understitch’s Fenty fashion video was everything! The rise and rise of the beauty line, but so many mistakes with the fashion line. Such a great lesson in building customer loyalty (or not), honestly this video should be assigned in business classes. Well done Under🏆🏆🏆🏆🏆

[@underskinYT]

Thank you do much!!! Im so glad you enjoyed both!

[@gjimjams]

Hated the ketchup gloss thing, but hey if I don't like it I don't have to buy it so no harm... I love that Fenty is in Boots in the UK!! Makes it so accessible and I think the brand image is strong enough to take the association... Let's just say it's a great win for boots 😜

[@underskinYT]

I will be interested to see if their association with boots cheapens the brand image. But I don’t know if there’s another alternative in England for them to sell out so accessibly

[@K.aterina]

I love Fenty! It is the ONLY brand I can find a foundation match.

[@underskinYT]

I wish more brands were like this

[@ImanSabrina]

i love this! the rise and rise 🥰

[@Soda3000Pop]

Rihanna gives us so many choices, I’m 64 and I use her make up, love it , from Ms Diana LaFleur ❤Oakland CA

[@underskinYT]

Im so glad you have something you enjoy that much

[@nortondade5985]

A couple of years ago I decided to try Fenty for their concealer. It was perfect and I always get it when I go to Harvey Nichols. They then released their skin tin which again I loved and now their tinted SPF is a daily essential. Their skin care is also in my daily routine as there’s something about it that my skin just loves.

[@MsAdri89]

Fenty being available in Ulta is the most genus ideal, the cost of living keeps going up, many of us will benefit from Ultas reward point systems which is better then sephora.

[@underskinYT]

Because I’m not American, I don’t know much about their award points system, how does it differ?

[@lizday3067]

@@underskinYT at Sephora the points you earn for purchases can be redeemed for travel size products, but there is a limited offering. At Ulta, the points you earn for purchases can be redeemed as money off whatever item you want to buy in the future. That’s at the base level so I’m not sure what the upper tiers offer, but for the casual purchaser there’s more flexibility in Ulta’s rewards.

[@viktorija_6267]

I really like their lip products, esp the glosses. It really is a luxurious feeling, feels good and smells good. It makes my lips look so hydrated and plump. I have tried the Maybelline, Essences and other drugstore glosses and none match up to the quality.

[@underskinYT]

I would really love to know who their manufacturer is

[@imanebahnane6568]

Great video 👏👏, would love to see a video about rare beauty

[@underskinYT]

Oh yeah that’s a really interesting one

[@rooshy88]

The level of research you put in these videos is sublime

[@underskinYT]

Thank you so much 🙌

[@atomikblondee1]

I really enjoy your videos! I’d love to one on Benefit.

[@underskinYT]

Oh thats a great idea! Thank yiu so much!

[@thaisgregorio2734]

Fenty's marking was so successful that even someone like me, who don't usually wear makeup and only leave the house maximum once a week because I work from home, was curious and interested in trying. I bought a beautiful Fenty Heat gloss and concealer (I was pleasantly suprised that it mathched perfectly, as I find hard to find shades that match the light brown shade of my skin, concealers usually look too dark or too light). So even though Fenty is quite expansive in my country, I think it was worth it

[@underskinYT]

That’s so true, Fenty was really inescapable when it was released. Everybody knew about it and everyone was talking about it, regardless of their interest in make up

[@thaisgregorio2734]

@@underskinYT yeah, you couldn't escape it. And BTW, I really like your videos, they are concise and very well researched

[@beans8750]

I just got here via the algorithm and am so surprised that you’re a small channel.,…such an amazing video!

[@underskinYT]

Thank you so much! Im glad you found me, hopefully we will grow in 2023 💃

[@ohnonad]

Do rare beauty next! :)

[@underskinYT]

Oh, I would love to, I think that would be a really good video

[@Jiveshen3]

Stunning Content as usual! :D would love to see something on Jean Paul Gaultier's fragrances 🌟

[@underskinYT]

Thank you so much!! I love that idea so much

[@ecenbt]

I'm not really a make up girlie, in the sense that while i love putting on make up and playing with colors, i seldom have time and energy for it or sifting through a plethora of products. But when Fenty came out with such a huge range of products and a message of quality, accessibility and inclusivity, it was kind of a no brainer for me to just try it and see if i liked it. And once i found some products that i swear by, there is absolutely no need for me to look for other things, i almost exclusively shop Fenty because it's easy and i know it won't let me down in terms of range and quality. I think they really knew how to create loyal customers such as myself and now they have a life long customer in me

[@underskinYT]

Reliability is such an important factor in make up and so many brand (too faced, colourpop) seem to eschew that for hype releases (which just makes fenty look even better)

[@aaronjanlistanco]

This is now a series?.. both featured in Understitch & Underskin you started in Dior to Chanel now Fenty.. maybe next YSL, Giorgio Armani, Carolina Herrera, Tom Ford

[@underskinYT]

I enjoy having a crossover definitely, makes me feel like Im in 2010s disney channel 😂 but I did start this channel with the idea of doing cross over content, I never expected the other videos to do as well as they have done, so now Ill do both, while understitch, will do smaller brands, underskin, can do non-fashion makeup brands

[@aaronjanlistanco]

Fenty Beauty is now a popular beauty brand, I see review almost everywhere and says it is good but me I want to test the products to believing what they says but unfortunately I can't afford so I give to Underskin to judgements hehehe

[@underskinYT]

Im actually very complimentary about the brand in this video, though not so much in the fenty fashion house one 😂🤣

[@cherissetillman8973]

I don't wear makeup. The prices are affordable to me. But I wanted to try it. The foundation it the mark. It was smooth and light. Easy to take off as well. It does dry a little faster so you don't have that wetness and have to wait until makeup dries. I tried it on once and never used it again. I wanted to see the type and I might've spent a lot and wasted it as well but I don't regret it. I brought the makeup almost two years ago still have it. And still look new and have yet to dry out. That's how good it is

[@cherissetillman8973]

I also tried their face cleaning line love it. Used it everyday but my sister stole it

[@daft_j]

Used up their gloss bomb, kittawatt highlighter duo, and their cheeks out cream blush. The cream blush was ok, but broke me out. The highlighter was intense, but I really liked that blinding look back then. Their gloss bomb was my favorite, though

[@SandrineAnterrion]

This is a great analysis. I do love what Rihanna has done with the business!!

[@underskinYT]

Thank you so much!

[@gbfriend420]

I'm not a Rihanna fan but the makeup line if very good and in a good price range for everyone not just western customers. I dont see it doing bad at all It's here to stay and grinning customers everywhere

[@underskinYT]

I think the mid price range really helps the company do well, it’s quite a contrast to the fashion house which is really far too expensive for the low quality they produced

[@EMILYHERRERA]

I love your content, so much! ❤️

[@underskinYT]

Thank you so much

[@user-np6hl8vc2m]

I have the fenty beauty foundation and her gloss. I don’t like either. I get very oily and sweaty easily and the only way you can wear the foundation is if you slather on some kind of moisturizer beforehand otherwise it’ll just crack all over. It’s a very very dry formula and it dries immediately after touching the skin which makes it hard to blend. Youd think this would be a good thing for oily skin but nope! And good luck finding a cheap setting spray that will make it last. The foundation will last maybe 3 hours max. I’ve tried 4 different setting sprays with this foundation and it all makes it horrible. The best foundation for my combo oily skin is Macc. But I have already bought the fenty and can’t afford to buy a new bottle so I’m stuck with it. Oh and the shade that Ulta recommended me makes me completely yellow. 😢

[@underskinYT]

Oh that’s such a shame, I have exceptionally dry skin so I have exactly the opposite problem, and it’s an absolute nightmare trying to find something that works

[@cherissetillman8973]

I did try Fenty. I don't wear makeup but I wanted to try it. It is a good brand.

[@underskinYT]

Its good to know you have something if you did ever want to wear it for a day 🥰

[@SherrieE196]

Thank god for this brand! I could never wear foundation before because of my skin tone. She seat the bar for the makeup industry.

[@underskinYT]

I think that is a really important factor, that it set the bar for other make-up companies. I really do hope we get to see the cosmetic industry develop with this idea now and make it even better

[@hey_kudisco_podcast]

Apart for the product being good, Rihanna’s relatable personality really helped sell this.

[@underskinYT]

Very much so, couldnt have one without the other

[@leandav2055]

Yes.. Her personality is everything...

[@JD-mj6sb]

That’s really interesting! Maybe Glossier for the next one? And/or Estee Lauder, Laura Mercier 💖

[@JD-mj6sb]

MAC would be great too!

[@underskinYT]

Glossier and JS are currently tied for who I will do next 🙌

[@AlmostCouture]

@@underskinYT my vote is for Glossier

[@Youokhun]

The limited release style of selling products actually puts me off - years ago gymshark would do that all the time and I’d be disappointed nearly every time there was a release, so I just stopped shopping with them and with any company that does that 🤷‍♀️

[@underskinYT]

Its a shame really, it seems thats the industry standard for celeb lines

[@Youokhun]

@@underskinYT it really does! I got so irritated I just gave up, maybe it’s because I’m getting older 😂🙈 if I was in my earlier 20s maybe I’d be buzzing to wait for launch day and be queuing hours before on multiple devices but now I just want to buy as I need and repurchase as I need 👏

[@danielcrotty8697]

I want to be in the meeting where Ulta decided to start carrying Fenty. Having to accept your a ch nemesis’ brand into your store can’t be a fun moment.

[@underskinYT]

I just realised how many comments you left, thank you so so much 🤍 I agree about that buyers meeting though, thats hysterical

[@MissAlenkin]

Being "vampire pale" shade of foundation, where I usually have to mix everything with whitening drops, I can thank Fenty for forcing other brands to make more colour inclusive pallet. I hope people from South Asia and Africa, where european beauty company usually dont cater for us, can agree with me. World is still not perfect, but deffinetly getting better in that regard! Personally for me Fenty foundation texture is not suitable (although love their concealer) but I found my match in another brand which was inspired by.

[@underskinYT]

Do you remember dainty doll? To me that was always the one for the paler skin

[@janedoe-ld5gt]

I subconsciously read the title of this video as the rise and fall of lol

[@underskinYT]

Thats the fashion house of the same name 💀💀💀

[@LS-xb4uh]

ULTA is on fire here in the U.S. They now carry Chanel & Dior. It would be foolish NOT to get shelf space there.

[@underskinYT]

Is it not only chanel and dior perfumes

[@LS-xb4uh]

@@underskinYT Now makeup, too. Pretty exciting!

[@SouthernBelleReviews]

I for one have never bought or owned anything from Fenty Beauty or Fenty Skin. I have only owned 2 perfumes by Rihanna. Never any other beauty.

[@underskinYT]

You dont need to buy to be a consumer 🥰

[@sharen219]

Fenty Beauty is GOATED

[@underskinYT]

🙌

[@TheMelegence]

I still wear by the liquid lipstick, I have all the colors and it’s not 100% transfer proof BUT very comfortable on my dry lips and I love the colors and mostly transfer proof

[@underskinYT]

Thats great! No need to switch if it works for you 🤍

[@Shamallah]

Please do Nars

[@underskinYT]

I really want to

[@television_heaven]

You should do a video about perfumes

[@underskinYT]

I try to mix all cosmetics together, but I would love to do just a perfume brand, do you have any favourites? (the reason I haven’t so far, it’s because, a lot of what gets me views on KZbin to do with cosmetics is buzz and, honestly, drama, people want to see how business fell apart - even though Im not a drama channel and dont want to be. So, with perfumes, there is less of that draw because there is less dramatic history, even with bathroom based brands, like L’Occitane, there’s just less ‘drama’, even though they have a really interesting brand history)

[@saattlebrutaz]

It's not inauthentic to make something that people want, even if you didn't do it first.

[@underskinYT]

Oh for sure, as long as its believably authentic

[@themicrobiologistbarbie]

Even though it’s a bit expensive for my taste, I’m willing to support a company who really cares about it’s costumers!

[@underskinYT]

Hopefully it will continue to move in that way

[@sophroniel]

I wanted so bad to purchase a dainty doll foundation, but I was unable to source it from New Zealand. It's kind of ironic that Fenty doesn't even go light enough or pink enough for my skin tone, despite the press they've been running since the beginning saying they cater to "all" skin tones. If it was just the white mixer it would be less critical but their foundations are as yellow as mac's!! Fenty wasn't the first to have a wide shade range, but they were the biggest and loudest.

[@underskinYT]

Have you managed to find anything that works with your skin tone?

[@dogwalker97]

Yes, the EL brand Prescriptives (developed by Sylvie Chantecaille) offered 115 shades of foundation over a wide range of shades and undertones. I was sad when it was discontinued

[@tiramisu7339]

0:24 what is that ad girl

[@underskinYT]

💀💀💀

[@aqua-mina]

I keep meaning to get a Fenty foundation but never got around to it. I dont do makeup well

[@underskinYT]

As long as what you have works 🙌

[@sylviak6268]

So where did MAC go wrong? They were my brand of choice and it took me a while to switch to Fenty. Didn’t MAC lead the way with shade range and inclusivity?

[@underskinYT]

They definitely did in some aspects, but they failed to keep up with the times in a few ways. Actually its a really interesting story, I would love to do a video on them soon

[@sylviak6268]

@@underskinYT I’d love to see that video! Great channel by the way!

[@underskinYT]

@@sylviak6268 Thank you

[@dogwalker97]

MAC and Prescriptives lead the way

[@yahainHotPink]

September 2017 is the official launch time of Fenty Beauty, but I guess 2016 was when the alliance started??

[@yahainHotPink]

Sephora arrived in October 2017 where I live. So had to wait a month.

[@underskinYT]

I actually think it began in 2014 when they trademarked all the names, but I couldnt find concrete confirmation

[@Stryker093]

Bc of the cleaning the floors while "cooking"

[@haku533]

I am a very big fan of Rihanna and I would like to test one of her products one day because I find that her brand has a real identity and has stood out from the others. but I would like to know if she is really involved as she says.

[@underskinYT]

I dont think she is really involved tbh, its just my opinion ofc, but very very rarely are brands celebrity ideas, theyre usually convinced to do it my big check and happy when it makes bigger checks. That said, its still a good business differentiator regardless, so perhaps they just wanted/needed that celebrity factor to get the company to the height it had potential to reach. This system of celebrity lines isnt inherently a bad thing, its just been too many that only use the celebrity as a differentiator and so serve no actual purpose

[@ariana9941]

ive been watching your videos for a while and i love them but, who created the song that you have in the background of your videos

[@underskinYT]

I did! A very long time ago 🥰

[@Stryker093]

Waiting 40min for the firsts pizza with the shampoo taste

[@turbatg5759]

Thank you for the Quality content

[@underskinYT]

Im so glad you enjoyed the video 🥰🥰

[@shesaint_]

I LIVEEEE for their gloss bombs. That chocolate shade is just ugh, phenom.

[@underskinYT]

They really hit the motherlode with that ☝️

[@renatahonorato6895]

Fenty beauty has changed the market forever !!!

[@underskinYT]

So true

[@shadiaaimee7468]

Don't think that selling in Boots will lower their brand positioning because even chanel has a Boots counter and they're still considered luxury.

[@underskinYT]

Chanel has been considering pulling out of drug stores again though to protect their brand image too. Maybe a shift is coming soon that we arent aware of yet? (Just thinking aloud)

[@shadiaaimee7468]

@@underskinYT oh really? That would be a shame. I think fenty will likely stay though, their target demographic is wider and younger then chanel so it would benefit them to remain available in boots as the main departments stores like house of fraser and debenhams have disappeared from the high street, they would likely have to rely on online only sales or small boutique stores.

[@Soda3000Pop]

Rihanna, do launch your skincare line; cleanser, toner, moisturizer, face and décolleté creams and eye creams!❤

[@underskinYT]

All the products 😂

[@erincsuh]

hi idk if u read comments but ive been a silent watcher for a while! love your content both here and on understitch :) if you (or anyone) know the third brand mentioned at 17:04, please let me know!! i have been googling "lindsay de shakar" and similar names for a good while now to no avail :( the dress shown as an example of their work looks stunning and i love molly goddard and ottolinger so i am absolutely itching for that brands name lol

[@underskinYT]

I think it was probably Nensi Dojaka, shes a major up and coming womenswear designer 🙌

[@erincsuh]

@@underskinYT omg thank you!!!!!! ahh cant believe u respond :) her catalogue is STUNNING!

[@underskinYT]

I try to respond to everything 💕

[@dizmop]

I just saw a clip called "the rise and Fall of Fenty"

[@underskinYT]

Was it my video? I made a video titled exactly that about the fashion house

[@dizmop]

@@underskinYT it was 'understitch' is that you?

[@kimberlymontag9333]

Rihanna is queen of everything. I love that her brand supports powerful black women of color. Kylie cosmetics who?!

[@underskinYT]

I agree, it’s really forward thinking of a brand to do that and I respect and really appreciate that they have made such an effort in a market that was largely disregarding before

[@theeglogirl]

Can you do a miu miu video ❤

[@underskinYT]

I have one on my fashion channel! kzbin.info/www/bejne/epm7qaWZi7drb5Isi=GRlBdoUmm-884SOv

[@kashmirichai123]

should also be mentioned fenty claims to be cruelty free yet uses child slave mined minerals from india

[@underskinYT]

Did anything come from that investigation?

[@user-mz9iy9py6m]

Rare sells way better than Fenty and has overtaken Fenty in sales this year..

[@underskinYT]

You should see my Rare video

[@Kelly-mi1yz]

All I heard after this lipstick release was, great formula but why does she keep making the same colors!!!! I also watch a lot of the beauty community, and so little creators use Fenty.

[@underskinYT]

Its a stable brand, its not crazy or exciting, I think that factors into it quite heavily. It may not be used by too many influencers, but its used by many many non-creator women that need that stability

[@jonathanlatouche7013]

De thym mode antigua

[@cocobeandarla]

rare beauty pls❤

[@underskinYT]

I definitey want to do Rare, Im a huge Selena fan so Ill 100% do it, but unbiasedly ofc

[@cocobeandarla]

@@underskinYT ❤️

[@sirtabari2843]

This video is amazing and riahnna know how to invest really she is a good business woman

[@underskinYT]

I used to think so, too, until her fashion house

[@sirtabari2843]

@@underskinYT Honestly i only follow makeup only I don't love fashion a lot especially modern so I have no idea about it

[@underskinYT]

I have a video all about it

[@senpaiprada]

Yet it is still not in India

[@tacomagirly]

There are ways you can obtain their products even if they don’t ship to your country. Googling it and reading for not even 5 minutes can give you a quite simple answer. Google is free and accessible in India ❤

[@underskinYT]

Really? It really should be, I would imagine it would sell really well there

[@diopfifi4937]

Fenty beauty is doing well

[@underskinYT]

Oh yeah, extremely well

[@jonathanlatouche7013]

Noblesse

[@zachrully5672]

The best cosmetic

[@jonathanlatouche7013]

Aiwa awai Hitachi ichita

[@karenndoro6383]

With Fenty beauty everyone felt seen.I mean all skin types.

[@underskinYT]

Oh definitely

[@NtandoMbele]

Who is behind this channel? I know this voice!

[@underskinYT]

Its understitch, 🥰

[@dkcmusic]

The recent releases have felt gimmicky and childish. The lux feeling the brand had initially has dimmed. The colors can be found anywhere and the formula is being reformulated on a lot of of the best products.

[@underskinYT]

I quite enjoyed new releases, I think they had a touch of fun to a company that seems very serious

[@kingderald]

We love Rihanna too much mama… we will support her FOREVER!!!!!!

[@underskinYT]

I wouldve been so happy to see her fashion house take off too, its a shame really

[@carvitqmilate9244]

I don't know why but is he claim as inclusive brand why put highest price of foundation? Like people also on budget still can't buy her products 🤷

[@underskinYT]

It’s mid tier, but I do understand what you’re saying, it’s not the most excessively priced. I’m assuming that’s because of good quality and branding

[@carvitqmilate9244]

@@underskinYT well some countries kinda find dollar 💲 or uero to expensive to them such like India 🙂

[@underskinYT]

very true

[@Jazzy869]

Its expensive because the quality is good. Also in my opinion the bottles are bigger than most brands so you get more product.

[@jonathanlatouche7013]

Fenty fenthy

[@bzztthundaa]

💕💕💕

[@underskinYT]

❤️‍🔥❤️‍🔥❤️‍🔥

[@yahainHotPink]

😄😄💖💖💄💄

[@underskinYT]

💋💋💋

[@chrisluminare3076]

Why is she promoting fentynol..

[@underskinYT]

Pahahahahah

[@Lukacuffaine2020]

She said once that she’s a devil worshiper and was proud of it no wonder her brand is rising I wonder what rituals she did to achieve that

[@underskinYT]

You are now the third of fourth person to write this in my comments, could you provide me a link for this please because I couldn’t find it?

[@chittyluv2651]

Rihanna is a dev"" worshipper she said that herself in an interview. I would never purchase from her. I do always enjoy your videos and this was no different. However I have a problem with the facts mentioned above.

[@underskinYT]

Are you sure she’s a devil worshipper, that seems kind of extreme

[@chittyluv2651]

@@underskinYT I know it is extreme and I wouldn't say it if I hadn't heard her say it herself in an interview . I will try to find it so you could hear it yourself.

[@chittyluv2651]

Ok so it is literally titled Rihanna says she is a devil worshiper. Anyone can look it up.

[@jesusanddiamond222]

@@underskinYT she definitely is unfortunately

[@starwilde4252]

She’s clearly just taking the piss, Get over yourself.

[@AlexanderTheGreat03]

I’m obsessed with your KZbin channel every single video is so well detailed and fact checked it’s soooooo good!

[@underskinYT]

Thank you so much, I really try 🥰

[@AlexanderTheGreat03]

@@underskinYT your an icon!

[@behoney00]

Proof that INCLUSION outsells separation 🖤🖤🖤🤎🤎🤎🛸🛸🛸

[@underskinYT]

Definitely!!!

[@BossBrookeArmstrong]

I find Fenty beauty to be sooooooo overrated 🥱 I feel like if Rihanna’s name wasn’t attached to it no one would really care. The products are decent but not extraordinary

[@underskinYT]

I think it’s the amount of shades that make it extraordinary, definitely something for everybody

[@manulopez4697]

Overrated? You know nothing.

[@BossBrookeArmstrong]

@@manulopez4697 that’s my experience. No need to get triggered. Just cope 🤷🏻‍♀️

[@tiahnarodriguez3809]

@@manulopez4697 Op’s right. Look at Savage x Fenty. People have complained about the quality, but still buy it because Rihanna is the figure head. Same for Fenty. It’s nothing new or special, but because Rihanna is the head people buy it up.

[@lizday3067]

Your perspective is legitimate, but is your skin tone easily matched in many brands? I ask not just from the perspective of POC. I’m fair-skinned with a deceptively cool undertone (neutral tones look yellow on me but you wouldn’t know until you swatch a product), and Fenty’s contour stick was the only one I could find that had the right undertone and was in my price range. It’s hard to be overrated when the products stand alone as sole options for some consumers.