It's no secret that the epic launch of Rihanna's Fenty Beauty line has got the entire beauty industry shook — from bloggers, to editors and now it seems even big makeup behemoths like Make Up For Ever.
If you've been paying close attention like us, you've probably noticed more and more brands have made it a point showcase their inclusive and diverse makeup offering in the last month, which can only be interpreted as a direct reaction to Fenty's jaw-dropping success — more than half of the shades are currently sold out on Sephora's website.
Yesterday on their Instagram page, Make Up For Ever went to great lengths to call out they too have 40 shades of foundation, and that are continuing to develop and improve their products for everyone.
And of course, in true Rihanna fashion the beauty icon clapped back as only a bad girl could. And not once, but twice.
But can you blame her?
While it's true that lots of makeup brands offer a wide range of shades, what they fail to mention is that the deeper colors (and lighter ones too) are typically an afterthought and come later as a "shade extension."
Fenty Beauty did the opposite and started with inclusivity. When asked why she started with 40 shades at the brand's Spain celebration Rihanna responded:
"From my experience I have always known about the void within the makeup industry for women of color...and I just felt like it's 2017. Like no woman should ever walk up to a makeup counter and not find their shade somewhere!"
And that's exactly why we will gladly give Rih Rih all of our coins!
Watch her full response below.