Beauty and Health
RiRi’s New Makeup Line Brings New Shades To Sephora
Millennial women and Latinas are fueling a dramatic growth in the cosmetic industry with preferences towards brands that are multiculturally aware. That’s a good sign for RiRi.
The beauty industry can no longer afford to ignore that women come in all colors, and — more importantly — that they are willing to shell out cash for the perfect foundation.
This appears to be at the heart of Rihanna’s makeup line, Fenty Beauty, which was introduced on Friday and — unlike, say, Kim Kardashian’s new makeup line, which has thrived, in part, on its scarcity — is only available at Sephora.
Rihanna, whose iconic style has landed her partnerships with brands like Dior, Balmain and Puma, created a makeup line with women of color in mind: It has 40 shades of matte foundation, 30 shades of makeup sticks, and 6 highlighter shades.
“In every product, I was like, ‘There needs to be something for a dark-skinned girl, there needs to be something for a real pale girl, there needs to be something in between,'” Rihanna told reporters ahead of the cosmetic line’s introduction on Thursday. “You want people to appreciate the product and not feel like, ‘Oh that’s cute, but it only looks good on her.'”
The debut of her cosmetics line comes at a time when young women (ages 18 through 34) and Latinas account for almost 60 percent of all beauty sales in 2016, according to TABS Analytics, a marketing consultancy.
The beauty market was worth roughly $25 billion last year. Latinas spent roughly $4.3 billion on beauty products last year, and black women spent $2 billion, according to research by Mintel. Of the $2 billion black women consumers spent on beauty, 47% went towards cosmetics.
Rihanna’s Fenty Beauty line arrives at an opportune time: Analysts who track the market for beauty products say that millennials and women of color have been fueling dramatic growth in the industry. Millennial and Latina women are the biggest buyers of cosmetics, and they tend to gravitate toward brands that cater to diverse racial and ethnic groups, according to a 2016 TABS Analytics report.
Latina women represent 24 percent of “heavy buyers” of cosmetics meaning they buy cosmetics 10 or more times a year, according to TABS Analytics.
Asian and black consumers are driving growth across all personal care products, including skin care and fragrance, Anya Cohen, an analyst at the market research firm IBISWorld, told BuzzFeed News. In 2016, Latinos represented 26% of spending on personal care products, Asians made up 26% and blacks made up 23%, compared with 27% of spending by white consumers, Cohen said.
With such high spending among women of color, Cohen said, this could mean that there is a lot of money to be made in selling products that take into account a broad spectrum of skin …
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