Reshaping and Redefining Beauty: Fenty Beauty’s approach on Inclusivity and Community

From its launch in 2017, Fenty Beauty created a new modern standard and changed the trajectory of the beauty industry. As a company, Fenty Beauty consistently represents authenticity, diversity, and inclusivity to its target audience. The brand made history as the first makeup brand with an extensive shade range consisting of 40 different shades (now 55+) serving several underrepresented skin tones.

With their mission stated as “Beauty for all,” Fenty Beauty effectively utilizes social media as a communication tool to inform and educate their diverse audience through product demos and makeup tutorials. The brand provides virtual tools to educate consumers on how to purchase products specific to their unique features.

Through the company’s valuable partnerships with notable beauty influencers and professionals, the brand has successfully created a pattern of consumers being reminded about the products frequently. Consumers also anticipate seasonal and new product releases often. This keeps the audience on the lookout for more and confirms the brand’s priority of consistent social media engagement.

Fenty Beauty also uses marketing communications to connect with their customers and create community. The brand welcomes consumers to showcase how they utilize Fenty Beauty products through reels, photos, and other digital content. This practice allows consumers to participate and feel like a valued member of a beauty community through shared experiences of using the products. Fenty Beauty expands this community opportunity to its audience by hosting brand activations and pop-up events. The brand has implemented exceptional strategies and communications to promote familiarity and establish brand loyalty.