When Rihanna says she does not come to play, believe her.
The Bajan princess has completely thrown the beauty industry on it's head this year with the record-breaking launch of her namesake brand, Fenty Beauty. In addition to being a smashing success by all all accounts, including earned media value, the brand is raking up all kinds of awards.
The latest? TIME's annual list of the 25 best inventions of the year. The magazine considered hundreds of inventions from around the world to create the list.
It's Rihanna's commitment to diversity and inclusion that helped secure the award. "...makeup companies often cater to women with light to medium skin tones, both in products and advertising, and sideline women of color," TIME says.
"Not so with Rihanna’s line, Fenty Beauty, which launched in September with 40 shades of foundation and a diverse array of makeup models," they explain. We're so excited about the boundaries the beauty brand is breaking and how it's changing the conversation.