It’s all happening!
It would be an understatement to say that Rihanna's Fenty Beauty makeup launch has been the most anticipated launch of the year at the Coveteur offices. It's been kept under insanely tight wraps. We've even heard rumors that print magazines with early access to the product for photographs received them only by an escort who stayed with the makeup on set (this treatment is normally only reserved for Cartier-level jewels). But here's what we do know:
1. This New Image Reveals the Whole Family.
@FentyBeauty just dropped the first image of the entire suite of products this afternoon. While the pic doesn’t show every single shade, what we do see is liquid foundation, a highlighter duo we know is called Killawatt, a stick product called Match Stix (we still don’t know whether those are concealers or foundations), the Gloss Bomb lip gloss seen in the amazing model-filled campaign video on @badgalriri’s Instagram, blotting papers (amazing), brushes and sponges, and what might be a setting powder in the white compact. So many questions!
2. It Goes On Sale at Midnight Tonight.
It drops at 12AM Pacific Time tonight, my friends. That means—ouch—3AM on the East Coast. Just go ahead and bookmark this Sephora Fenty Beauty landing page while you still have your wits about you and set your alarm.
3. There’s a Massive Party Tonight.
Rihanna is rolling out the Fenty Beauty launch in New York tonight in the middle of New York Fashion Week. And we will be there. Tune into our Instagram stories to see everything.
4. The Foundation Comes in 40 Shades.
This rumor was confirmed via a viral Instagram post of a DM conversation between a fan and Rihanna’s account. As @badgalriri put it: “Gotta represent for my girls and we come in all shades! Especially my brown sisters… been left out too many times in the makeup world!”
5. It’s Cruelty-Free.
The Fenty Beauty Instagram account confirmed on Tuesday that the products are cruelty-free. The pressure is on stronger than ever for beauty brands to be cruelty-free, meaning they don’t test on animals. Those in the cruelty-free community have been quick to press brands for transparency on their practices—even before they launch, apparently.
6. We Might Have to Wait for Eye Makeup.
Maybe we’ll be surprised tonight, but so far no mascara, eyeliner, or eyeshadows seem to have made any of the sneak peaks. But, as we know from Kylie Cosmetics and Pat McGrath Labs, holding out for future launches might be the ticket to constant sell-out status. Not that Rihanna needs the help.