Over the past month, Rihanna’s Fenty Beauty has been swimming in accolades for its inclusive, 40-shade foundation range—something that ought to be given if you’re selling foundation, but as sales of her darker shades prove, is still a novelty. One of the other makeup brands that gets it is Make Up For Ever. It’s offered that same range, 40 shades with options on either end of the spectrum, since 2015—which it not so subtly reminded fans in an Instagram post on Tuesday, captioned “40 shades is nothing new to us -👄-.” You see where this is going, right?
Fenty Beauty fans and members of Rihanna’s Navy took none too kindly to the perceived shade over shades. And then this happened: Rihanna, herself, slid into the comments, leaving not one but two messages for the brand: “Lol still ashy” and “Shook.”
The first addresses an issue black women from Naomi Campbell to Duckie Thot have brought up time and time again: the ashy cast that certain deep foundation shades leave on the skin of women of color. Her second, well, what do you expect when you come for Rihanna?
While neither brand has made an official statement, Twitter has come to a rather different conclusion.
Personally speaking, Make Up For Ever was the first brand that made a foundation that truly matched my skin. Its also been one of the leaders in the industry that prioritize women who fall outside the realm of beige—as its campaign starring Khoudia Diop earlier this year proved.
In a post-Fenty world, it’s clear if brands want to keep up, quantity and quality should be the norm. Just maybe don’t bring Rih into it. She’ll notice.