Rihanna was not the only one who introduced different shades for makeup and skin care, a lot of skin gurus like Dr. Barbara Sturn has launched the same idea in 2016, but only a few brands wanted to carry the product. Back in 2016, the power of Social media is still in question, however, after the entry of one of the most powerful influencers in the world Rihanna things began to change in the industry. Where others failed, Rihanna succeeded in.
To cut it short, in the past skin care and cosmetics manufacturers would not create or even formulate skin care products for darker tones, but after the immense success of Fenty, even some of the best skin care brands all over the world are rethinking their approach.
L’Occitane, for example, made the big move of acquiring Elemis skincare brand in a plan to have the worldwide following in Asia. Hong Kong, China, Philippines, Thailand, Malaysia, and other countries were not really prioritized by the skin care industry before, but due to the immense success of Fenty and the introduction of personalized skin care for clients, and the undeniable global buying power of Asia- trends are changing. Some of the best products in the market like Elemis Pro-Collagen Marine Cream will be introduced in the Asian market- after Elemis was acquired for $900 million.
After Fenty, other big names in the skin care industry started following. This would include Olivela and Revolve carrying Dark Skin Tones line, it is a collaboration they did with actress Angela Bassett that includes serums, cleansers and faces creams. Throughout the history of cosmetics, manufacturers only focused on creating products that are primarily for women with lighter skin.
Rihanna Fenty Beauty changed the game, after becoming wildly successful with introducing 40 shades. It has sparked a revolution, a good one at that. Fenty promoted racial inclusivity the right way and used inclusivity in front and center of its marketing as well as product development. It will no longer come as a surprise when giant skin care products that offer anti-wrinkle solutions like Elemis or Laneige will follow through. Because of its success, the world’s biggest brands like Revlon and Maybelline are now offering multi-tone make up lines on their own including skin-matching foundations and lipstick.
Fenty has changed the entire landscape, it has created a global skin care evolution and changed the way skin care creams are being created. Bolden, Base Butter, Specific Beauty, Avya and Unsun also followed in launching racially diverse skin care and cosmetic products.
The skin care industry and the shift in the minds of buyers are shifting the way brands are being created. Personalized and complex makeup routines are now a thing, including the creation of innovative products. Products like Aztec Secret Indian Healing Clay would not have made any waves in the past, but due to online and influencer marketing, the interest for different products for skin care has emerged making Aztec Secret Indian Healing Clay one of the best and most reviewed product on Amazon.
The skin care industry is changing, with over $465 million black shoppers spending in 2017, more and more changes are expected to be felt as a great demographic shift is occurring. More women want personalized care, and they won’t make up that will provide a solution to hyperpigmentation and dark patches, including acne scarring.
Social media is changing the way people are buying today, as it allows more inclusivity and more range of products to be seen. A lot of blogs, vlogs, and training videos are also available for people to watch. There is now so much more social and web content that provides a better analysis of the skin care and cosmetics industry.
In the near future, consumers opt for tailored skin care products, and would naturally seek more influencers who speak with authenticity to tell them what product to use.
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