Fenty Beauty has also outperformed other successful makeup brands, such as Kat Von D Beauty (both are owned by Kendo and exclusively on sale in Sephora). Of course, many see that the success comes from the way that Fenty Beauty embraces inclusivity within the brand itself and not as simply an afterthought or marketing quirk. On its release, Fenty launched with a wide variety of shades for foundations and highlighters (that Rihanna spent over two years developing to get just right before they hit the market), since expanding to include eyeshadows and lip products . Unsurprisingly, Slice notes that amongst all of the makeup brands examined, Fenty Beauty had the highest amount of Black and Latinx customers