The gloves are off and the fight is on between Rihanna and popular cosmetics brand, Make Up For Ever.
On September 26, the company posted a very suspicious Instagram photo — which we first saw on Teen Vogue— that several users believe was targeted towards Fenty Beauty. In the post’s caption, Make Up For Ever alluded to Rihanna’s wide foundation range writing, “40 shades is nothing new to us.”
Fenty Beauty officially debuted on September 8 with that exact number of foundation shades, which made news being that it’s one of the largest offerings by a luxury brand to date.
Make Up For Ever, which was founded in 1984, also boasted its status as a longtime makeup authority in the caption. “Since 2015, the #ultraHDfoundationreleased 40 shades for everyone’s unique skin tone understanding the difference between red and yellow undertones,” the brand wrote on Instagram. “With expertise, time and passion – we shall continue to develop and improve our products for pros, for you, for everyone.”
In response, thousands of Rihanna’s fans came to her defense. One Instagrammer wrote, “sit the f— down makeup [sic] forever [sic]. A majority of the time people still have to mix your foundations to get the right shade, so two of your foundations alone would be like 80 dollars??”
A separate user aimed to poke holes in Make Up For Ever’s argument: “How shaken must you be to come out like a salty aunty trying to throw shade at the Amazing Rihanna??? Why are you not celebrating the fact that another brand caters to all women? Go check yourself, you’re PATHETIC,” they wrote.
Upon learning of the brand’s claims, The Shade Room reported that Rihanna herself commented under the post. Clearly amused, she only had a few words to say: “lol. still ashy” and “shook.”
Although Make Up For Ever is a leader in diversity among other industry frontrunners, many of the brand’s deepest foundation shades weren’t available until 30 years after its original set was released.
That’s not the case with Fenty Beauty. Rather than considering the option to expand her line in the future, Rihanna explained during the line’s launch event on September 7 that her goal was to create makeup “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, there needs to be something for a really pale girl, there needs to be something in-between,'” Rihanna told Refinery29. Since launching, on September 21 she announced that her cosmetics line would be releasing even more makeup soon.
It’s amazing to see that inclusivity is now a chief priority within cosmetics. Hopefully, this feud doesn’t take away from the progress the beauty industry has made as a whole.
A representative for Make Up For Ever did not immediately respond to INSIDER’s request for comment.