As with many internet dramas before it, this one started with a simple Instagram post. On Monday, Make Up Forever threw literal shade(s) at Rihanna by posting a photo of their range of HD foundations, stating that 40 colours was nothing new to them. This was obviously a dig at Rihanna’s makeup line Fenty Beauty, whose 40 foundation colours were received with much deserved praise.
40 shades is nothing new to us -👄- Since 2015, the #ultraHDfoundation released 40 shades for everyone’s unique skin tone understanding the difference between red and yellow undertones. With expertise, time and passion – we shall continue to develop and improve our products for pros, for you, for everyone. . . #makeupforever #motd #lotd #makeupinspo #flawless #beyou #ultrahdgeneration
“40 shades is nothing new to us,” the post starts, mentioning that the brand has had 40 shades catering to everyone’s skin tone since 2015. The internet, however, wasn’t going to let their queen go undefended.
Some pointed out that Make Up For Ever tests on animals, while Fenty Beauty remains cruelty-free.
at least Rihanna got all 40 shades without testing on animals. @MAKEUPFOREVERUS take note instead of coming for FentyBeauty.
— 🗿 (@DariaanMichelle) September 25, 2017
Others, like e_innie_, pointed out that Fenty Beauty had all 40 shades available straight from inception, whereas Make Up For Ever took a little longer to get there. “The first release wasn’t in 2015 but in 2010 or 2011 and there were something like 20 shades … it took you 4 years to release the other shades and I could not even find a shade there that complemented my skin but made it look ashy! Please?”
A few wondered why the makeup brand chose to come after Fenty Beauty, but not other celebrity makeup brands.
I didn’t see makeup forever come for Kylie or Kim or kat von d but you wanna come for fenty beauty pic.twitter.com/9ZXk2WUBxN
— StillAshy (@rihweready) September 27, 2017
While the Rihanna Navy continued to hold it down, the Queen of Beauty Inclusivity and (as luck would have it) Clapbacks decided to emerge from her throne and express her opinions with four very powerful words:
Yep. Robyn Rihanna Fenty, Mother of Fashion, Our Lady of Slay, went in. While Make Up For Ever has brought us plenty of faves (there’s nothing quite like the staying power of their Full Cover Concealer), did they really need to single out another makeup line to promote themselves?
Our thoughts? There’s more than enough room in the industry for both brands, but right now, we’re adding another Killawatt highlighter to our makeup bags so we can shine bright like a diamond in case anyone (or brand) decides to come at us.