Fenty Charm (stylised as FEИTY ELEGANCE) is a cosmetics brand name launched in September 2017 by vocalist Rihanna. The brand name is preferred for its broad inclusivity across complexion and also gender, particularly its Pro Filt'R foundation.The initial foundation launch included 40 tones, because broadened to 50. The incorporation of Fenty Elegance concealer consists of 50 tones using a variety to all skin types. The intent behind having many tones to use is to differentiate from other make-up firms that do not satisfy a wide market. Fenty Elegance was called among Time magazine's finest inventions of 2017.