Fenty Elegance (stylised as FEИTY ELEGANCE) is a cosmetics brand name released in September 2017 by singer Rihanna. The brand is popular for its broad inclusivity throughout skin tones and also sex, especially its Pro Filt'R foundation.The original foundation launch consisted of 40 shades, given that increased to 50. The incorporation of Fenty Appeal concealer consists of 50 shades offering a wide variety to all skin types. The intent behind having so many shades to offer is to distinguish from other make-up business that do not satisfy a broad market. Fenty Elegance was named one of Time magazine's finest innovations of 2017.