UX #6: Why Fenty’s UX Changed the Beauty Industry

Why Fenty’s UX changed the beauty industry. The beauty industry didn’t know what hit them with Fenty Beauty’s surgical global launch in 2017, being able to ship 40 foundation shades within 137 countries at launch, quickly dominating and becoming a billion dollar brand. 

This left other established beauty brands struggling to catch up, as they only provided up to 20 foundation shades, without as much of a global footprint. Fenty’s secret? Inclusive design and actually meaning it, putting their money where their mouth was. 

Rihanna noticed how women with darker and lighter skin tones struggled to find their foundation match. Her beauty for all approach required exceptional service design, finding ways to rapidly manufacture 40 different shades to deliver great UX for all women with a variety of different skin tones all around the world. Fenty beauty is a case study in how service design and business strategy helped the brand deliver great UX while surpassing mainstream competitors.

My name is Samaya and I’m your UX woman. Follow our Substack to get UX design challenges delivered to your inbox! I like to spill the tea from my 10-year career in UX, working for brand names like Hulu, Marvel, Meta and more. Follow UX Woman for more UX design psychology. We’re creating a 100-day series on famous UX designs from big brands and why they work. 

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