Fenty Beauty Was Named One Of The Best Inventions Of 2017 & Here's Why It Matters

by Kali Borovic
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Fenty Beauty's Pro Filt'r Foundation is officially one of TIME's Best Inventions Of 2017, proving just how groundbreaking Rihanna's makeup line is. According to TIME, the title was given to Fenty Beauty because the brand is doing "inclusion" like no other mainstream makeup brand has ever done before.

In case you're not familiar with the brand, Rihanna created a makeup line this year that offers different highlighters, concealers, and a lip gloss that work on a variety of skin tones. But it was the brand's whopping 40 foundation shades during its initial launch that landed them on TIME's Best Inventions of 2017 list. The publication deemed the product as "Makeup Shades for Every Skin Tone."

As TIME notes, the deeper Pro Filt'r shades were some of the fastest selling shades during the brand's launch. The launch also encouraged other brands, like Make Up For Ever and L’Oréal, to create campaigns targeting women of color.

"It was also important that every woman felt included in this brand," Rihanna told TIME. "We are all so different, with our own unique skin tones, so we started with the 40 foundation shades out the gate."

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There's no doubt that the makeup line shook the cosmetics world. But Rihanna says the emotional reaction from individual customers, especially woman of color, has caught her off-guard in the most heartening way.

"I never could have anticipated the emotional connection that women are having with the products and the brand as a whole," Rihanna said. "Some are finding their shade of foundation for the first time, getting emotional at the counter. That’s something I will never get over."

Although TIME doesn't mention the price of the foundation, there's a good chance that the lower price point was part of what landed the product on the list. Fenty Beauty's Pro Filt'r Foundation is $34 per shade, making it relatively accessible. While that's not exactly drugstore affordable, it's less expensive than luxury brands that sell their minimal shade selections for over $200.

Rihanna responded to the honor on Twitter by thanking everyone that supported the brand in the two months since the launch that shook the beauty industry.

"I'm so honored and I have to send love to everyone who's supported this brand in the 2 months that we've been here!" she wrote.

Other inventions on TIME's list include an elevator that moves beyond just up and down, a hijab designed for Muslim athletes, and a portable, wearable breast pump. There's other household items on the list as well, like Halo Top Ice Cream, the iPhone X, and fidget spinners.

Fenty Beauty's Pro Filt'r Foundation, however, is the first makeup item to ever make the iconic list.

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With or without the title of Best Invention, Fenty Beauty was a major win for the makeup world — and for women of color. The emotional response Rihanna points to in her interview with TIME is proof.

As many have said, Fenty Beauty seems to be the catalyst for more inclusion of women of color in the beauty industry. And we have Rihanna to thank.