Fenty Charm (stylised as FEИTY BEAUTY) is a cosmetics brand name released in September 2017 by vocalist Rihanna. The brand is preferred for its wide inclusivity throughout complexion and also gender, especially its Pro Filt'R foundation.The original structure launch included 40 shades, since broadened to 50. The addition of Fenty Beauty concealer includes 50 shades offering a wide variety to all skin types. The intent behind having numerous shades to provide is to distinguish from other makeup companies that do not satisfy a broad market. Fenty Appeal was named one of Time magazine's finest inventions of 2017.