Fenty Beauty by Rihanna in Kenya. Rihanna focused on a range of traditionally hard to match skin tones, developing formulas that work for all skin types, and pinpointing universal shades. Her aim, above all, is to inspire: “Makeup is there for you to have fun with. It should never feel like pressure. It should never feel like a uniform. Feel free to take chances, and take risks, and dare to do something new or different.