When Rihanna launched Fenty Beauty in 2017, she didn’t just create another makeup brand; she launched a revolution. For decades, the beauty industry had perpetuated the myth that a standard (and limited) range of skin tones existed, catering primarily to lighter skin tones and ignoring a vast majority of potential customers.
Fenty Beauty boldly rejected that narrative, opting instead to offer 40-later 50-foundation shades, each designed to match a wide range of skin tones.
But what made this move so remarkable wasn’t just about offering more options - it was a profound act of reflective practice. Fenty Beauty asked an essential question: Does makeup really cater to everyone? The answer, clearly, was no. And in that gap, Fenty saw an opportunity - one that many larger brands had overlooked or ignored for far too long.
Catering to those who have been ignored
Fenty Beauty’s success isn’t just about being inclusive; it’s about showing that serving the marginalised can be a more valuable business model than catering to the masses. While other beauty brands stuck to the status quo, Fenty tapped into the deeply felt, often ignored needs of a wide range of people who had never seen themselves represented on store shelves.
This was a clear example of what I like to call the “market disruption of empathy.” When companies listen to and respond to the needs of underrepresented groups, they aren’t just creating products - they’re building loyal, passionate communities. And these communities are willing to pay for products that make them feel seen, heard, and respected.
In Fenty’s case, that meant creating products that addressed the very real challenges people with certain skin tones faced in a beauty industry dominated by a narrow definition of “beauty.” It wasn’t just about selling makeup - it was about selling dignity.
A Profit Strategy That’s Far From a Trend
Let’s face it: Brands that ignore or dismiss diversity and inclusion don’t just miss out on profits - they miss out on a major opportunity to tap into new, lucrative markets. Fenty’s $100 million in revenue in its first few weeks wasn’t a fluke; it was a direct result of understanding that people’s emotional needs - particularly those who have been marginalised - are often a more powerful motivator than simply selling to the largest demographic.
Think about it: When was the last time you felt personally connected to a brand? Probably when it made you feel seen, understood, and valued - not just as a consumer, but as a person with a unique experience. That’s exactly what Fenty did, and that’s why it works.
The Status Quo Bias: Why Companies Resist Change
One of the key reasons why many businesses are slow to adopt inclusive practices is the status quo bias - a cognitive bias that leads people to prefer things to remain the same rather than risk change. In the context of Fenty Beauty, this bias was at the heart of the beauty industry's reluctance to address the needs of certain skin tones. Many companies simply accepted the existing limited range of foundation shades, believing that sticking with the status quo would avoid the perceived "risk" of catering to a diverse audience.
However, Fenty Beauty challenged this bias and disrupted the industry by embracing change. By stepping away from what was comfortable and familiar, they not only addressed a glaring market gap but also redefined the beauty standard - proving that change, while difficult, can lead to significant rewards. This is a clear example of how overcoming the status quo bias can drive not only social impact but financial success.
In short, if your business is clinging to the status quo, you may be missing out on the opportunities that diversity and inclusivity offer - just like those who failed to see the value of serving underserved consumers until Fenty made them realise it.
Why Every Business Should Follow Fenty’s Lead
If you’re in a business where diversity and inclusion aren’t part of the strategy, you’re already behind. We’ve moved past the point of “being nice” to underrepresented groups. This is about market growth. Fenty’s success proves that when you genuinely reflect on who’s being left out and actively work to make space for them, it’s not just a feel-good initiative - it’s the key to driving real, measurable success.
So, the question is: Are you ready to get real about inclusivity? Because if you’re not, you’re leaving a goldmine of opportunity for someone else to claim.
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