Rihanna exclusive interview: the launch of Fenty Beauty

Rihanna Launches Fenty Beauty at Sephora Times Square

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Diversity and inclusivity are important to the brand.

The $34 Fenty Beauty liquid matte foundations are accompanied by highlighters, makeup brushes, blotting papers, primers, and one ideal lip gloss, all priced under $55.

Singer Rihanna has spent the past few days soaking up the festivities of New York Fashion Week, following an acclaimed presentation of her own line. Every time Kylie Jenner's Kylie Cosmetics releases a new product, it sells out within minutes.

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By contrast, the brand's lip gloss only comes in the one shade.

If only more brands would wake up to the fact that yes, we are an ethnic minority, but we have major buying power. "I've been the victim of some really terrible red-carpet pictures, when you think you're using a translucent powder, but it gives a white finish under your eyes". "I kept saying, 'There needs to be something for a dark-skinned girl, there needs to be something for a pale girl, there needs to be something for everyone in between, '" she said at the Fenty Beauty press event in NYC.

And the hype was REAL - when I dared to try and visit the Fenty Beauty website on Friday morning, I was politely told that there was 35,199 people waiting ahead of me. Thanks Rihanna. Everyone's favorite highlighter seems to be "Trophy Wife", including Riri who wore it to the launch party. "No matter how much you apply, you will always look super-shimmery", said Rihanna. "I use it all over my body".

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The 29-year-old Shut Up And Drive singer was in typically eye-catching style for her luxury excursion, going braless under a deeply plunging button-down black dress, which featured long sleeveless and shoulder pads. It also includes a hijabi muslim model which is very rarely witnessed within the global beauty industry.

Rihanna's deeper Fenty Beauty foundations are selling out in stores and online - currently, nearly all of the sold-out colors are on the darker end of the 40-color spectrum.

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