Rihanna creates Fenty Beauty, a brand "that speaks to all women," focusing on a wide range of complexions traditionally difficult to make up, identifying universal tints. His vision: "Make-up is made for fun and should not be made by obligation, or appear to be a uniform, be free to seize opportunities, take risks, dare something new or different".
"Makeup is there for you to play. It’s there for you to have fun with. It should never feel like pressure, and it should never feel like a uniform. Feel free to take chances, and take risks, and dare to do something new or different.”