First music, then fashion and now, Rihanna is taking on the makeup world, starting with a campaign video celebrating beauty in all its colours, shapes and forms.
Despite 35 percent of women in America being women of colour, the wider cosmetics industry continues to struggle when it comes to producing products suited for its darker skinned demographic.
In an effort to help address this issue, the Barbadian popstar/entrepreneur has come out with Fenty Beauty (Rihanna's full name is Robyn Rihanna Fenty), which has christened itself as "the new generation of beauty".
The minute-long video boasts an impressively diverse cast of women showcasing the line's products. African-American models such as Duckie Thot and Slick Woods feature heavily in the campaign, as well as Muslim model Halima Aden and plus-size model Paloma Elsesser.
The campaign also features model Leomie Anderson, who tweeted last year about the failure of makeup artists to work properly with darker skin.
Fenty Beauty is set to launch on September 8.