It Was Only a Matter of Time: Fenty Beauty Makes Time Magazine’s ‘Genius Companies 2018’ List

Rihanna attends the Fenty Beauty by Rihanna Anniversary Event at Sephora Pitt Street store on October 3, 2018, in Sydney, Australia.
Photo: Caroline McCredie (Getty Images for Fenty Beauty by Rihanna)

Work, work, work, work, work ... only a year after launching her revolutionary Fenty Beauty (world renowned for its 40 shades of full-spectrum shade foundation), Rihanna’s beauty line has made Time magazine’s “Genius Companies” list for 2018.

“Fenty’s unabashed celebration of inclusivity in their makeup campaigns put an unprecedented spotlight on the need for diverse beauty products,” said the magazine. “Fenty’s success—the brand, which reportedly made $100 million in sales in its first 40 days on the market, is now available in 29 countries, including Bahrain and Malaysia—sent competitors rushing to expand their own product lines: several brands in the past year have widened their offerings, in what some have termed the ‘Fenty Effect.’”


The Glow Up is among those who employed the term early on, tracking Fenty’s evolution with every new release—as well as every imitator—and verifying that the Fenty Effect is indeed an unparalleled phenomenon. So, we’re not surprised to see the line designated “genius”—though we still feel the beauty industry has a long way to go.

Congrats, Fenty Beauty!

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About the author

Maiysha Kai

Maiysha Kai is Managing Editor of The Glow Up and your average Grammy-nominated goddess next door. Minneapolis born, Chicago bred, New York built. Nuance is her superpower.