The Fenty effect: How beauty brands are responding to the new 40-shade foundation standard

It took Rihanna’s boundary-breaking 40-shade launch of Fenty Beauty’s Pro Filt’r Soft Matte Longwear Foundation for the cosmetics industry to have a serious conversation about inclusivity and diversity — and now it seems every beauty company has a response.

Source: https://www.glossy.co/beauty/the-fenty-effect-how-beauty-brands-are-responding-to-the-new-40-shade-foundation-standard