As far as inclusivity goes, Fenty Beauty has been making waves since its inception in 2017 when it launched a whopping 40 foundation shades – a first in the industry.
The game-changing brand has stuck to its principles along the way too, retaining an extensive shade range with each new formulation of the Fenty foundation, and even extending the range to include an additional 10 shades.
And now, Fenty Beauty is making its massive shade range easier to comprehend for consumers with an innovative bit of beauty tech called the Fenty Beauty Virtual Shade Try-On tool.
The tool has been built into the Fenty Beauty shopping platform, so you can easily access the intuitive technology before you add your next Fenty Beauty foundation to cart.
Customers will initially be directed to ‘Find Your Shade’ using the Fenty face shade finder, which provides a preliminary quiz to help the shopping assistant tool narrow down potential shade matches.
Next up is the ‘Try Shade On’ button which accesses your device’s camera in order to get a selfie, so you can try on as many shades as you please to further hone in on your best shade before you purchase.
Fenty Beauty has also started providing access to a team of advisors who are available for consultation via Zoom – simply book in using the Virtual Appointment tool.
Now that your foundation is on the same level as the bad gal, why not smell like her too? This Chemist Warehouse find is a dupe for Rihanna’s favourite perfume.
Main image credit: @fentybeauty
Briar is the Beauty Editor at BEAUTYcrew. Her 'down for anything' attitude has resulted in more than a handful of hair transformations, and she doesn't mind being used as a guinea pig for the industry's most unusual products and treatments. Her work has also appeared on Refinery29, Girlfriend and beautyheaven.