For too long, beauty products have focused solely on white-skinned customers. People of color have always had a harder time finding products that fit their skin tones, and the available ones are typically lacking in quality, or don’t blend well.
That’s exactly the problem that Fenty Beauty is out to solve. Since 2017, Rihanna’s cosmetics company has been producing top-notch products that cater to BIPOC people. With a reputation for being innovative and inclusive, Fenty Beauty is truly a brand for the 21st century.
On October 1, 2023, Fenty Beauty achieved another big milestone: partnering with Ulta Beauty in Target stores.
Ulta Beauty and Target
Target and Ulta Beauty need no introduction. With almost 2,000 stores nationwide, Target has become a household name for Americans. Ulta Beauty, on the other hand, is the largest beauty retailer in the United States.
In 2021, these two giant companies partnered up to bring more beauty products to the masses. With Ulta Beauty now in over 500 Target stores, its catalog is accessible to almost everyone in the country.
Bringing Inclusive Cosmetics to the Country
Because of their reach and influence, partnering with Ulta Beauty and Target was a huge move for Fenty Beauty and the BIPOC community. Thanks to this, people of color can now access high-quality makeup, skincare products, moisturizers, other body products, fragrances, and more.
To celebrate the partnership, Fenty also launched Fenty Snackz — an assortment of Fenty’s bestselling products in minis or sets. This has made it easier than ever before for people to get their hands on these cosmetics.
“The goal has always been to bring Fenty Beauty to as many people as possible,” Rihanna said when announcing her brand’s partnership. “I’m excited to introduce the Fenty Snackz and give Ulta Beauty at Target guests a new way to experience our brand.”
Fenty Beauty has also partnered with a team of BIPOC brand ambassadors such as Madison Beer, Madison Bailey, Kane Lim, and Nikita Kering, further spreading their reach to all communities.
The Most Innovative Cosmetic Brand?
Aside from their push for inclusivity, Fenty Beauty is also an innovator and trendsetter. Their partnership with Roblox in June 2023 was one of the first times a major beauty brand took to the metaverse. Their server allowed players to craft their own gloss bombs, one of which was chosen by Rihanna to become an actual product.
Fenty is also innovating in their product formulas. Their Pro Filt'r foundation, Hydra Vizor moisturizer, and Killawatt highlighters, all use state-of-the-art formulas that allow them to blend seamlessly into all skin types and textures.
Beauty for All
Fenty Beauty’s partnership with Ulta Beauty and Target was a major victory for BIPOC people. This move is ushering in the age where finding high-quality beauty products to match skin tones will no longer be a hassle. With Fenty’s innovations and Target's reach, people of color are now just a few minutes away from getting the cosmetics they need.