What Fenty Beauty teaches us about inclusive branding done right

The Power of Inclusive Branding

When Fenty Beauty launched in 2017, it didn’t just release another line of cosmetics: it started a global movement. With a single product launch, Rihanna and her team redefined what beauty brands could look like, sound like, and stand for. More than just a celebrity-backed venture, Fenty was built around something every modern brand should embrace: authentic inclusivity.

In a world where consumers are smarter, more vocal, and more diverse than ever, Fenty’s success is a masterclass in branding with intention. Whether you’re building a skincare brand, a SaaS company, or a lifestyle platform, the principles Fenty champions are universally powerful.

Here’s what your business can learn from Fenty’s approach to branding, design, and communication.

1. Fenty’s Brand Values: Inclusion at the Core

Fenty didn’t just talk about inclusivity, they built it into every touchpoint of their launch. When they debuted with over 40 foundation shades, it was more than a product range; it was a public statement. Historically overlooked customers saw themselves represented for the first time, and they responded with loyalty.

That’s the power of brand values in action. Fenty didn’t need a 10-paragraph mission statement—its values were embedded in the product, in the visuals, and in the language.

Takeaway:
Your brand values shouldn’t be hidden in your About page. They should live in your products, your design choices, and your voice.

2. Visual Identity That Reflects Real Diversity

Fenty’s branding feels sleek, inclusive, and real. From skin-tone-forward packaging to neutral tones that complement all complexions, the visual system speaks without shouting. Campaigns feature a true range of models, different skin tones, facial features, genders, and body types.

They didn’t just check boxes: they showcased real people in real ways.

Takeaway:
When building your visual identity, aim for more than trendiness. Make it reflect who you are and who you serve.

3. Content That Builds Real Connections

Fenty’s content marketing is community-first. Tutorials feature users, not just influencers, with a range of skin textures and needs. They re-share user-generated content, encourage experimentation, and stay approachable even while remaining premium.

What stands out is how authentic it all feels. It’s not polished to the point of being fake. It’s not overly commercial. It just connects.

Takeaway:
Representation builds trust. You don’t need a celebrity budget to build a community, you need visuals, stories, and content that reflect the lived experiences of your audience.

4. Fenty’s Lesson: Inclusivity Is a Strategy, Not a Trend

Fenty Beauty made over $100 million in its first 40 days, not because it went viral, but because it filled a real need. Other brands have since tried to follow the “inclusive” playbook, but many do so without the same authenticity. Consumers can tell.

That’s the difference between trend-chasing and brand alignment. Fenty’s design, voice, and content all reflect the same story. And that’s what makes it unforgettable.

Takeaway:
Make sure your branding is intentional, not reactionary. That starts with strategy, not surface-level aesthetics.

5. So, What Can We Learn?

Branding isn’t just about color palettes and typography, it’s about clarity. About identity. About making people feel something.

Fenty shows us what happens when branding, values, and design are all pulling in the same direction. When your visual system, your message, and your content reflect the real world (not just your ideal world), you create something that lasts.

Whether you’re just starting out or evolving your brand, take the time to ask: who are we really serving? And does our brand reflect that?

Branding That Reflects the World We Live In

Your audience is diverse. Your brand should be too.

The Fenty playbook proves that inclusive branding isn’t just about good ethics, it’s also good business. The future belongs to brands that make people feel seen, heard, and valued.

It’s not about being perfect. It’s about being intentional, and being real.