While Rihanna’s entire Fenty Beauty collection is buzzworthy enough, it’s the 40 shades of foundation that have truly become the topic of conversation in the beauty world. Since the exciting launch, fans has been raving about the singer’s inclusive selection, which has allowed women of deeper skin tones and albino women to finally find their perfect match.
Of course Fenty Beauty isn’t the only brand to ever present a wide range colors, but the brand’s conscious effort to promote inclusivity, plus the fact that their deeper shades sold out instantly, has shed a new light on the issue of diversity within the beauty industry. And it appears that some competing brands have become a bit envious of the attention.
Recently, beauty giant Make Up For Ever posted a picture on Instagram noting its own expansive foundation range. “40 shades is nothing new to us," the brand captioned the Monday, September 25, post. "Since 2015, the #ultraHDfoundation released 40 shades for everyone’s unique skin tone understanding the difference between red and yellow undertones. With expertise, time and passion - we shall continue to develop and improve our products for pros, for you, for everyone. . .”
While the brand did not outright mention Fenty Beauty, it’s pretty clear that the caption is referring to the pop star’s recent launch — and Rihanna and her fans quickly caught the shady moment.
As RiRi does, the beauty maven wasted no time before clapping back. Minutes after it was posted, she posted two comments on the photo writing, “lol. Still ashy” and “shook.”
Many fans were also disappointed to see Make Up For Ever throw a jab at Fenty Beauty, and left comments under the image. “Now I'm definitely never using this brand,” wrote one user. Yikes!
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