Jump to Main ContentJump to Primary Navigation

These Fenty Beauty foundation shades have already sold out in the UK


When Rihanna’s Fenty Beauty launched, it received a rapturous reception for its overt commitment to diversity and representation. While it isn’t the first cosmetics brand to cater to black, brown and olive skins (BlackUp, NARS, IMAN Cosmetics and Estée Lauder are just some of the companies already creating products for women of colour), Fenty Beauty had a special kind of buzz about it. This was thanks in no small part to the huge range of foundations on offer: beauty aficionados can get their hands on a whopping 40 shades, with three different undertones.

“Fenty Beauty was created for everyone: for women of all shades, personalities, attitudes, cultures, and races,” wrote Rihanna on her make-up line’s website. “I wanted everyone to feel included.”

Thanks to this purposeful inclusivity, the black and brown shades of Fenty Beauty foundation are flying off the shelves – putting paid to the outdated notion that darker beauty products won’t sell as well as their paler counterparts.

At Harvey Nichols, where Fenty Beauty is exclusively stocked in the UK, two of the foundation shades in the darkest – or ‘deep’ – section of the range have already sold out.

Read more: The 5 stand-out products from Rihanna’s Fenty Beauty line

These are 430 Neutral (“for deep skin with neutral undertones and subtle red tones”) and 440 Cool (“for deep skin with cool red undertones”). You can see 430 Neutral pictured on the model on the left below, and 440 Cool on the model on the right:


430 Neutral (left) and 440 Cool (right) have both sold out in the UK.

Women who managed to get their hands on the 430 and 440 foundations before they sold out have been sharing their feedback on social media – and the reviews are overwhelmingly positive.

The pattern is much the same in the US, where darker Fenty Beauty products are also selling out. CNN reports that eight of the 10 deep foundations had gone from Sephora’s website within six days of the Fenty Beauty launch.

Read more: Beyoncé’s make-up artist just shared his genius tip for shaping eyebrows

Make-up artist Benjamin Puckey shared a photo on Instagram of a Fenty Beauty foundation shelf, with all of the darkest shades cleared out.

regram @darkskinwomen.makeup @fentybeauty #fentybeauty

A post shared by B E N J A M I N P U C K E Y (@benjaminpuckey) on

“These dark Fenty Beauty foundation shades are sold out everywhere!” read the caption. “This is for all the make-up brands who think the dark shades won’t sell well.”

Images: Fenty Beauty



You have to read Lena Waithe’s awe-inspiring Emmy acceptance speech

foundation skin beauty makeup.jpg

The 6 best make-up alternatives to foundation for glowing skin


Get in line for the new NARS x Christopher Kane make-up edit


Iconic big hair for backcombing inspiration

From the coiffured beehive to the carefree bouffant

by Anna Brech
16 Oct 2017

Blake Lively has debuted a chic autumnal bob on the red carpet

It’s super-sleek, with shimmering golden highlights

12 Oct 2017

Chrissy Teigen’s clever make-up hack is so simple, yet so effective

But it doesn’t exactly come cheap

by Kayleigh Dray
10 Oct 2017

Adidas model gets rape threats over hairy leg photographs

Arvida Byström says people are pretty angry about her appearance

by Amy Swales
09 Oct 2017

Dove issues apology over that “racist” Facebook advert

“We deeply regret the offence this has caused”

by Kayleigh Dray
09 Oct 2017

The one accessory you need for better backcombing

Use this to create powerful volume and impact

09 Oct 2017

Everything you need to know about Glossier's big UK launch

Where, when and what to buy from the cult US beauty brand

by Moya Crockett
04 Oct 2017

The make-up mistake we’re all guilty of, according to beauty experts

Oops, we did it again…

by Susan Devaney
04 Oct 2017

Six golden rules for backcombing your hair

A foolproof formula for dramatic volume and lift

02 Oct 2017

5 striking Halloween looks you can recreate using your make-up bag

The fanciest of dress for the lowest of effort

by Amy Swales
29 Sep 2017