When Rihanna introduced Fenty Beauty in 2017, the beauty world shifted. The brand’s message was simple: beauty must include everyone. That idea resonated globally — and strongly here in South Africa — where many consumers had long felt overlooked.
The Birth of the “Fenty Effect”
Fenty launched with a 40-shade foundation range, setting a new benchmark for inclusivity. With the Pro Filt’r Soft Matte Foundation, the brand delivered something the industry had avoided for years: deeper and nuanced undertones treated as standard, not speciality. This sparked the well-known “Fenty effect”, pushing competitors to widen their shade ranges.
Local consumers immediately felt the impact. For many South Africans, Fenty was the first time a major global brand visibly prioritised darker and varied undertones.
Representation With Intent
Fenty’s inclusivity extends beyond foundation. Campaigns have always showcased a spectrum of models across tones, textures, identities, and gender expressions. Fenty Skin continued this mission, offering formulas designed for all skin types without rigid categories.
The brand’s voice carries cultural authenticity too — something that resonates deeply with consumers who recognise the references, the tone and the lived experience behind the products.
Fenty Beauty in South Africa
The brand’s 2022 arrival through Edgars and ARC made Fenty truly accessible locally. For the first time, South Africans could walk into a store and experience the full range — no overseas orders, no compromises, no cut-down shade selections.
Cult favourites such as the Gloss Bomb, Match Stix, and Killawatt Highlightersquickly became part of local beauty routines, especially for those who had struggled for years to find shades that matched their undertones.
A Few South African Favourites
• Gloss Bomb Universal Lip Luminizer — universally flattering shine.
• Killawatt Highlighter — adaptable glow for both lighter and deeper complexions.
• Match Stix Contour and Highlight Sticks — praised for undertones that suit South African skin tones.
The Ethical Landscape
While Fenty leads in inclusivity, the brand isn’t exempt from broader conversations around beauty ethics. Issues such as sustainability, packaging waste, and long-term environmental responsibility remain areas where consumers — especially South African buyers who are increasingly eco-conscious — expect more transparency and progress. Fenty has made commitments in these areas, but like many global brands, there is still meaningful work to be done.
Why Fenty Still Matters
Even so, Fenty’s impact is undeniable. It changed what global beauty can look like — diverse, accessible and culturally aware — and its arrival in South Africa set a new local standard. In a market as varied as ours, Fenty’s philosophy feels not only refreshing, but essential.
The brand’s ongoing relevance lies in this balance: celebrating how far inclusivity has come while acknowledging the work still ahead. And that is why Fenty remains more than a trend — it’s a movement South Africans continue to embrace, shape and expect more from.