Why we're not surprised that Fenty Beauty is one of TIME's top 50 most genius companies of 2018

Rihanna at the Sephora Spain launch.
Rihanna at the Sephora Spain launch.

Time Magazine has acknowledged Fenty Beauty as one of the top 50 most genius companies of 2018.

The full list of Time’s genius companies include Netflix (how else would we know how to chill?), Bumble – a dating app that encourages equal-opportunity flirting, Nike, menstrual cycle tracking app – Clue and Amazon.

In its acknowledgement note, Time wrote: “The brand … sent competitors rushing to expand their own product lines: several brands in the past year have widened their offerings.”

We've pretty covered most of her launches and we're happy to share some of Fenty Beauty’s most genius moments since its inception last year.

Foundation shades that shook the beauty industry

Fenty Beauty has been praised for being an inclusive makeup up brand and its Pro Filt’r foundation had the makeup industry shaking. The foundation comes in 40 different shades ranging from light, medium, tan and deep shades.

Highlighter palettes with an out-of-this-world glow

Fenty Beauty has launched a range of successive highlighter products, from palettes to highlighter sticks. What has been most impressive has been how Rihanna combines the different items in one makeup look as she models her products – to create such unique blends.

Legendary make up tutorials

One of the joys of Fenty Beauty are Rihanna’s how-tos. Her videos gift the world with her humorous and quirky personality.

The best minimalist makeup looks

While Fenty Beauty offers a range of vibrant colours, Rihanna has demonstrated the simple makeup looks that illustrate the versatility of the brand's product range. A pink and orange highlighter and a shimmering lip gloss is all that was necessary to complete the simple make up look Rihanna did for Vogue Magazine.

Re-imagining the red lip

Liquid lipsticks are great but the Uncensored red long-wear lip paint in the Fenty Beauty Stunna collection is an exceptional shade of red. Dubbed the “perfect universal red” this lip paint suits a wide range of different skin tones shown by those who modelled the product. Out of 839 users on the Fenty Beauty website, 659 rated the Stunna lipstick range with a full five star rating.

Because South African beauty enthusiasts are still wishing for Fenty Beauty product counters in South Africa, another stroke of genius would be for the makeup brand to set up shop in this part of the world. In our humble opinion.

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