Fenty Charm (stylized as FEИTY APPEAL) is a cosmetics brand released in September 2017 by vocalist Rihanna. The brand name is popular for its wide inclusivity across skin tones as well as gender, particularly its Pro Filt'R foundation.The initial foundation launch included 40 shades, because broadened to 50. The inclusion of Fenty Charm concealer includes 50 tones providing a wide array to all skin types. The intent behind having numerous tones to use is to separate from other makeup business that do not satisfy a wide market. Fenty Elegance was called one of Time publication's ideal creations of 2017.