Fenty Beauty (stylized as FEИTY BEAUTY) is a cosmetics brand launched in September 2017 by singer Rihanna. The brand is popular for its broad inclusivity across skin tones and gender, especially its Pro Filt'R foundation.The original foundation launch included 40 shades, since expanded to 50. The inclusion of Fenty Beauty concealer includes 50 shades offering a wide variety to all skin types. The intent behind having so many shades to offer is to differentiate from other makeup companies that do not cater to a broad market. Fenty Beauty was named one of Time magazine's best inventions of 2017.