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Copy to Clipboard Rihanna attends the Fenty Beauty by Rihanna Anniversary Event at Overseas Passenger Terminal (Getty Images) In 2014, Barbadian singer Robyn Rihanna Fenty trademarked her surname to use in a range of products. Her cosmetic brand Fenty Beauty was born amid speculation that she was trying her hand in ventures other than music. Thus the make-up line was launched in 2017. Despite competition from existing make-up lines including Kim Kardashian Westâs KKW Beauty, Tarteâs Shape Tape Foundation, and Benefitâs Hello Happy foundation, Fenty products went on to set a new standard in the beauty industry. Inclusivity, with her vision âBeauty for Allâ, wasnât treated as a selling point by the brand but rather a principle value which pretty much shifted the beauty landscape. While the singer established from the very beginning that absolutely no one was to be excluded from representing her beauty brand with respect to skin tone, race, o ....