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

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inclusivity, the black and brown shades of Fenty Beauty foundation are flying off the shelves – putting paid to the outdated notion that darker beauty products won’t sell as well as their paler counterparts.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

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:

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.

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

“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