# How Fenty Beauty Rewrote the Inclusion Playbook

Page: https://stenobird.com/podcast/brand-storytelling-with-fexingo-narrative-mission-and-stories-that-sell-7871735/how-fenty-beauty-rewrote-the-inclusion-playbook
Text version: https://stenobird.com/podcast/brand-storytelling-with-fexingo-narrative-mission-and-stories-that-sell-7871735/how-fenty-beauty-rewrote-the-inclusion-playbook.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: 2026-07-15T06:57:18+00:00
Episode link: https://audio.fexingo.com/business/brand-storytelling/episode-0111.mp3
Audio file: https://audio.fexingo.com/business/brand-storytelling/episode-0111.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-rewrote-the-inclusion-playbook
Duration seconds: 657

## Resource

In this episode of Brand Storytelling with Fexingo, Lucas and Luna break down how Rihanna's Fenty Beauty didn't just launch a makeup line — it forced an entire industry to rethink what 'shade range' means. They trace the September 2017 debut that put 40 foundation shades on shelf when competitors averaged 15, and how that single move generated billions in earned media, reshaped LVMH's beauty strategy, and set a new baseline for inclusion that every brand from Nike to NARS had to follow. They discuss the numbers behind the launch, the supply-chain challenge of matching melanin, and why the '40 shades' moment became a permanent part of brand playbooks rather than a PR stunt. If you've ever wondered whether a product feature can carry a brand mission, this episode is your case study. #FentyBeauty #Rihanna #LVMH #Inclusion #ShadeRange #BeautyIndustry #Foundation #BrandMission #RetailDisruption #EarnedMedia #Marketing #Business #Podcast #FexingoBusiness #BusinessPodcast #Storytelling #BeautyMarketing #CulturalImpact Keep every episode free: buymeacoffee.com/fexingo

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