It was just earlier this year when the first whispers begun – sometime in February, eagle-eyed Instagram lurkers spotted a @fentybeauty account being created, confirming the rumours that had been swirling about for a long time now: that Rihanna was starting a beauty line.
Our first real look at the Fenty Beauty colours was on badgalriri herself, as she sauntered down the red carpet at the premiere of Valerian and the City of a Thousand Planets in July. Her makeup for that event came in the form of subtle yet glamorous pinkish hues on the eyes and lips, and she posted a picture on Instagram with the straightforward caption: “Face by @fentybeauty”.
And this week: the real countdown has begun, at long last. Fenty Beauty officially launches worldwide from this Friday, September 8; and in the lead up to this week, we’ve been given quite a few glimpses into what this brand will entail. From close-up looks to products to select shade names to a full-on campaign video, it’s all been exhilarating – yet there’s still so much more to be revealed.
While we count down to this Friday, where we finally get to ogle and swatch Fenty Beauty in its entirety, here’s what we know so far:
1. The brand launches September 8 2017 – and in Singapore, too.
This Friday, September 8, 2017: That was the magic date that was given to us right from the start, and according to the posts on the newly-created @fentybeauty Instagram account, the brand would be available for global shipping from fentybeauty.com. In an earlier post, it was also stated that the brand would be available globally at Sephora and Harvey Nichols stores.
And yes, Singapore’s part of the list. We can confirm that Fenty Beauty will be launching at Sephora ION when the store opens this Friday. We’ll definitely be there at the store to get first dibs on the collection, and show you all of it – so keep a close eye on our social media channels then.
2. The first drop will include lip gloss, and highlighter.
Mercifully, we didn’t have to wait too long after the first announcement of the launch date to get a first look of what we can expect from Fenty Beauty, in terms of products. Riri herself posted these two updates on her Instagram over the past few days, confirming that we’ll be getting at least one nude-toned lip gloss, and a highlight duo. And according to more updates on the @fentybeauty Instagram, a gold powder that could be a face or eye colour, and a pink-bronze powder pair that looks like a possible blush-bronzer duo.
3. Fenty Beauty will celebrate diversity.
We got plenty to ogle at with the release of Fenty Beauty’s first campaign video.
The immediate reactions to the video was to laud the brand for its inclusion of models from a wide range of ethnicities. Faces in the video include doll-faced Australian-Sudanese model Duckie Thot, American model Slick Woods who’s become famous for her shaved head and gap-toothed grin, and Halima Aden, the first model to make her way down the fashion runway wearing a hijab.
We’re quite certain this celebration of diversity – something every beauty brand should be working towards, really – will translate into a comprehensive range of shade options. No skin tone should feel left out when it comes to shopping for makeup.
4. Expect some pretty catchy shade names.
Ginger Binge, Moscow Mule, Trophy Wife, Killawatt. These are the confirmed shade/product names according to the above Instagram posts, but in this Instagram video below, model Camila Costa actually reveals a few more. The thing is… we can’t really make out what she’s saying.
A look through the comments shows that most people can’t, too. It’s probably a deliberate move though, to add to all the suspense – but at least there’s one thing we can figure out: we want that lip gloss, whatever it’s called.
Fenty Beauty will be available at Sephora and fentybeauty.com on September 8 2017.
Main image: Fenty Beauty by Rihanna on YouTube
