# How Fenty Beauty Built Inclusion Into the Product

Page: https://stenobird.com/podcast/brand-storytelling-with-fexingo-narrative-mission-and-stories-that-sell-7871735/how-fenty-beauty-built-inclusion-into-the-product
Text version: https://stenobird.com/podcast/brand-storytelling-with-fexingo-narrative-mission-and-stories-that-sell-7871735/how-fenty-beauty-built-inclusion-into-the-product.md
Podcast: [Brand Storytelling with Fexingo: Narrative, Mission, and Stories That Sell](https://stenobird.com/podcast/brand-storytelling-with-fexingo-narrative-mission-and-stories-that-sell-7871735)
Published: 2026-07-02T19:13:27+00:00
Episode link: https://audio.fexingo.com/business/brand-storytelling/episode-0087.mp3
Audio file: https://audio.fexingo.com/business/brand-storytelling/episode-0087.mp3
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JSON: https://stenobird.com/v1/public/podcasts/brand-storytelling-with-fexingo-narrative-mission-and-stories-that-sell-7871735/episodes/how-fenty-beauty-built-inclusion-into-the-product
Duration seconds: 647

## Resource

In this episode of Brand Storytelling with Fexingo, Lucas and Luna break down how Rihanna's Fenty Beauty turned inclusion from a marketing message into a product feature. They focus on the 2017 launch of 40 foundation shades, a move that forced the entire beauty industry to rethink its approach. Lucas explains the numbers behind the decision: the prior industry standard of 10 to 20 shades, the $400 million in sales in the first month, and the ripple effect on competitors like L'Oreal and Estee Lauder. Luna questions whether inclusion can survive as a differentiator now that everyone has caught up. The conversation closes with a reflection on what happens when a brand's meaning gets absorbed into the mainstream. #FentyBeauty #Rihanna #BrandStorytelling #Inclusion #BeautyIndustry #ProductStrategy #Marketing #Business #FexingoBusiness #BusinessPodcast #BrandDifferentiation #40Shades #LVMH #Cosmetics #Diversity #CustomerFirst #RetailInnovation #BrandPurpose Keep every episode free: buymeacoffee.com/fexingo

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## Transcript

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