Rihanna’s Fenty Beauty has achieved another milestone as its Pro Filt’r Soft Matte Foundation was inducted into Time magazine’s 2025 Best Inventions Hall of Fame. It was the only beauty product on this year’s list.
Launched in 2017, the foundation revolutionised the cosmetics world with an unprecedented 40-shade range that addressed a long-standing gap in makeup for diverse skin tones. The line now offers 50 shades, reflecting the brand’s continued focus on inclusivity.
Time recognised the foundation for redefining what “nude” means in beauty, noting that makeup historically failed to represent the true spectrum of human skin. Fenty’s launch, they said, set off a wave of industry-wide change, compelling major brands to expand their colour product offerings and rethink diversity in product development.
Owned by LVMH, Fenty Beauty has since evolved into a billion-dollar empire spanning skincare, bodycare, hair, and fragrance. Sharing space in the Hall of Fame with global innovations like YouTube, Nintendo Switch, and OpenAI’s ChatGPT-4, Fenty’s inclusion shows how a single foundation line reshaped cultural and commercial standards for representation in beauty.
Other 2025 Time honorees in beauty include L’Oréal Professionnel’s AirLight Pro dryer and HigherDose’s Microcurrent Body Sculptor.
Only recently, Rihanna’s Fenty Beauty, which is co-owned by LVMH, signed an exclusive deal with Reliance Retail in association with the distributors Luxasia to launch Fenty Beauty and Fenty Skin in over 16 cities and 50 stores in India, from 7 August. The Fenty makeup and skincare lines are available in Sephora and Tira Beauty stores, as well as on Sephora.in and TiraBeauty.com.
