"Could you please send someone to help me with Fenty Beauty? It’s getting kind of crazy over here,” I overheard an overwhelmed Sephora employee at First Colony Mall beg this past Saturday.
For the past few days it's been almost impossible to scroll through your Twitter or Instagram feed without seeing the hype around Rihanna’s debut makeup line, Fenty Beauty. Named after the pop star herself (full name: Robyn Rihanna Fenty), RiRi dropped her long-awaited collection of foundation, primers and more at midnight on Sept. 8.
And while everything Rihanna does is instantly iconic (see also 'Rihanna Goes to Coachella'), the buzz isn't just about another celeb makeup line. Fans and beauty editors have been particularly impressed with the range of shades—40 in all—designed to flatter every skin tone.
"That was really important to me in every product. There needs to be something for a really dark skinned girl. There needs to be something for a pale girl. There needs to be something in between. There's so many different shades,"said Rihanna at the Sephora launch. "You just never know, and you want people to appreciate the product and not feel like, 'Oh, that’s cute, but it only looks good on her.'"
The $34 Fenty Beauty liquid matte foundations are accompanied by highlighters, makeup brushes, blotting papers, primers, and one perfect lip gloss, all priced under $55. Consider it the basic building blocks of makeup, with more colorful options coming later.
The line's focus on inclusivity is straight-up shaking the mainstream beauty industry: Kylie Jenner, Marc Jacobs, and Estee Lauder have all been called out online for belatedly creating shades of makeup for darker skin tones or suddenly promoting their products on women of color after years of ignoring the market.
“Everything sold out this weekend, mainly the deep shades [of foundation] sold out within four or five hours,” says Erica Akinyeye, a color consultant at the Galleria's Sephora location who spent Friday and Saturday repping Fenty Beauty as a brand ambassador. “Her contour stick and highlighters, especially Trophy Wife, sold out. Yesterday we just put it back on the shelf and it sold out within an hour,” she says.
Although it may be tricky to snag Fenty Beauty in Houston for the next few days while demand is sky-high, Akinyeye says that Sephora is getting frequent refill shipments—so keep those perfectly winged eyes open for your chance to glow up.