After being named one of Time Magazine’s 25 Best Invention of 2017 and most recently making it to Time Magazine’s Top 50 Most Genius Companies of 2018, it’s needless to say that Fenty Beauty is having quite the year.

The company debuted last fall and since then “has pulled off a makeover of the makeup industry,” according to Time Magazine. Fenty Beauty not only displayed diversity within it’s much-loved Pro Filt’r Soft Matte Foundation which features 40 shades, but the company also displayed diversity in it’s choices in models.

“Though some other brands, such as M.A.C and Make Up For Ever, already sold expansive shade ranges, Fenty’s unabashed celebration of inclusivity in their makeup campaigns put an unprecedented spotlight on the need for diverse beauty products. Fenty’s success—the brand, which reportedly made $100 million in sales in its first 40 days on the market, is now available in 29 countries, including Bahrain and Malaysia—sent competitors rushing to expand their own product lines: several brands in the past year have widened their offerings, in what some have termed the “Fenty Effect.”” Cady Lang stated about the brand.

As if dropping the Diamond Anniversary Collection wasn’t enough, Fenty Beauty recently launched their #CHILLOWT holiday collection which featured eyeshadows and highlighters that embody the “fire and ice” feels of the holiday season along with four new shades of Stunna Lip Paint that looks good on everyone regardless fo their skin tone.

Standing tall alongside other much-loved brands such as Nike, Apple, SpaceX, Disney and Dominos — it’s clear to see why everyone’s rooting for everything.

Ready. Set. Boss. Our daily email is pouring out inspiration with the latest #BlackGirlBossUp moments, tips on hair, beauty and lifestyle to get you on track to a better you! Sign up today.

Time magazine