Fenty Elegance (stylised as FEИTY ELEGANCE) is a cosmetics brand name launched in September 2017 by singer Rihanna. The brand is popular for its broad inclusivity throughout skin tones and gender, particularly its Pro Filt'R foundation.The original structure launch consisted of 40 tones, given that increased to 50. The addition of Fenty Elegance concealer consists of 50 shades using a wide variety to all skin types. The intent behind having so many shades to use is to set apart from other makeup companies that do not satisfy a broad market. Fenty Beauty was named among Time publication's ideal developments of 2017.