Fenty Beauty has recently announced it will launch a new compact bronzer in April 2019, in an unprecedented shade range including eight colours.

This launch, called Sun Stalk’r Instant Warmth Bronzer, is exciting and highly anticipated, considering that usually bronzers come in a limited number of shades, with only a few notable exceptions — for example, Anastasia Beverly Hills offers a powder bronzer in six shades.

Singer Rihanna, who is the founder of Fenty Beauty, identified a gap in the market for products that work for women of various skin tones and thus she designed the firm’s products offerings so that they embrace a wide range of traditionally hard-to-match skin tones.

This makes Fenty’s products attractive to a larger group of consumers and makes them feel included and not as isolated as other beauty companies can make them feel. The struggle to find a bronzer that works by adding depth to the face is especially evident for darker-skinned consumers; Fenty Beauty understood this challenge, and has worked for two years on a product with character, available in eight, boldly-named shades: Bajan Gyal, Coco Naughty, Caramel Cutie, I$land Ting, Inda Sun, Mocha Miami, Private Island, and Shady Biz.

According to GlobalData’s 2018 Q3 consumer survey, 65% of global consumers are always or often influenced by how well the product is tailored to their needs and personality when choosing beauty or grooming products. It thus comes as no surprise that Fenty has highlighted it diversity and inclusivity celebration as its core values, promising “beauty for all”.

Rihanna’s Fenty Beauty bronzer is the company’s first-ever bronzer manufactured and, together with two new bronzer brushes, will be available from 5th April 2019 onwards, on the company’s official website, as well as at Sephora shops. It is expected that the trend of inclusivity to be followed by other beauty companies as well.

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