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How Rihanna’s $4 Billion Beauty Business Is Changing the Cosmetics Industry

By Tom Connors and David Rovella

Consumer makeup giants have spent billions of dollars over the past century projecting to society what they consider the ultimate standard of beauty. Unfortunately, that ideal largely excluded both people of color and others who didn’t match up with what was portrayed in magazines, on billboards and television. 

NEW YORK, NEW YORK – FEBRUARY 07: Robyn Rihanna Fenty and Linda Fargo celebrate the launch of FENTY at Bergdorf Goodman at Bergdorf Goodman on February 07, 2020 in New York City. (Photo by Dimitrios Kambouris/Getty Images for Bergdorf Goodman) Photographer: Dimitrios Kambouris/Getty Images North America

Now, Rihanna’s Fenty Beauty and a number of other companies have broken through to help expand the image of beauty in the cosmetic industry. As a younger generation demands more from brands, can the industry become a force for inclusion and body positivity?

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