Today’s microblog features @fentybeauty, one of my favorite cosmetics brands who really killed it with a powerful go-to-market strategy.

At day one of launch, the 91-SKU line was famed for being the most inclusive range of beauty products to ever exist – representing 40 shades of foundation alone.

The packaging always stood out to me. It’s the little things – like making the capital N backwards in FENTY – that make people do a double take when passing by in the aisle. Love that shit.

Look, we’re all Riri stans. Let’s be real. It’s easy to get caught up in a celebrity product line, but the true test for me always comes down to the quality of the product inside the packaging and behind the marketing.

I’m not an avid everyday eye shadow and heavy foundation type of gal, but I do have my moments when I like a little sparkle. So I decided to give it a try.

I enjoyed the Moroccan Spice Palette. The pigment really saturated my eyelid and I had a wide range of colors that complimented in my skin tone.

Henna Sea is my fav FENTY swatch name, of course.

Overall I’m very impressed by Riri and her ability to generate and scale multiple streams of revenue – definitely a goal for me in the next couple years.

Previously exclusively sold in Sephora, FENTY Beauty has grown their distribution and planted a flag in ULTA perhaps doubling their reach to a new demographic of more price-sensitive consumers. Smart. More eyes on the product without diluting brand value.

Thank you for reading. Follow for more modern culture deep dives.