Fenty Appeal (stylised as FEИTY ELEGANCE) is a cosmetics brand released in September 2017 by singer Rihanna. The brand name is popular for its broad inclusivity across complexion and gender, specifically its Pro Filt'R foundation.The initial foundation launch consisted of 40 tones, considering that expanded to 50. The addition of Fenty Beauty concealer consists of 50 tones offering a wide variety to all skin kinds. The intent behind having many shades to offer is to set apart from other makeup companies that do not satisfy a wide market. Fenty Beauty was called among Time magazine's finest innovations of 2017.