Fenty Beauty is the newest trendsetter in the makeup community. This brand new company is taking everyone by storm. This could be due to the insane amount of variation in the shade range of the makeup, or it could be because of the curator of the brand: Rihanna.

“I wanted things that girls of all skin tones could fall in love with. In every product I was like ‘There needs to be something for a dark-skinned girl, something for a pale-skinned girl and there needs to be something in between,” Rihanna told Refinery 21. She then went on to say that there are also so many undertones within these skin tones, so she decided to release a whopping 40 shades of foundation, which is what makes the brand unique. This is the main focal point of the brand, even though she has come out with other products such as a universal lip gloss, blotting powder and paper, some beautiful-yet-blinding highlighters and skin sticks with magnetic packaging. All of these products and the rest of the makeup line is sold exclusively at Sephora or on the Fenty Beauty website.

Rihanna’s main goal was to create makeup for all skin tones and to be very inclusive, specifically however, for those with darker skin tones. Rihanna is extremely aware of the struggle many darker women face when looking down the makeup aisle; barely any makeup collaborates well with their skin, especially foundation. Many makeup companies have had the excuse that “darker shades won’t sell.” Rihanna proved them wrong since her company only launched on September 8th, but she has already sold out most of her darker foundations.

Being that everyone is marveled by every aspect of her brand, many companies are already following right in her footsteps. Estee Lauder came out with foundation that has 12 shades, claiming that it’s good for “every skin tone,” but this is no match for Fenty Beauty’s 40 shades. In addition, Kylie Cosmetics is getting in on the action by releasing a “brown sugar” matte lipstick that is supposedly amazing for darker skin tones. More brands following the so called “trend” are Maybelline, MAC Cosmetics, Lancome and Colour Pop. None of these amazing brands, however, have yet to even come close to Rihanna’s innovative cosmetics.

The brand is face-based, so Rihanna hasn’t come out with any eye shadows, eyeliners and mascara… yet! Every makeup lover is clinging on, waiting for Rihanna to come out with more products. Sadly, this might not be for a while because she has been quoted saying, “I don’t care how long it’s going to take me. I’m going to make sure that we cover all skin tones.” When it does come out, however, I believe she will continue to leave everyone in awe.