Fast forward to Sept. 8, 2017, and Fenty Beauty was born. Vogue reported her namesake brand made over $100 million in sales within 40 days of its launch date (!!!).
The most groundbreaking thing about her release was the 40 foundation shades. Because of her, 40 shades have now become the industry standard, which is why it's called the Fenty Effect. If anything, W magazine reports that she will most likely beat Kylie Cosmetics to the $1 billion mark.