In September last year Rihanna globally launched her highly anticipated makeup brand Fenty Beauty.

The brand was an immediate success, outselling other popular brands including Kylie Cosmetics and Urban Decay in the month of its release.

Rihanna sought to address a long-standing issue in the makeup community in which people with darker skin tones had fewer options, particularly when choosing foundations and concealers.

In a quote featured on the Fenty Beauty website, Rihanna announced this message:

“Fenty Beauty was created for everyone: For women of all shades, personalities, attitudes, cultures, and races. I wanted everyone to feel included. That’s the real reason I made this line.”

The brand launched 40 different shades of foundation alongside an ad campaign that featured models from an array of different ethnicities and body types.

Many brands quickly followed. Creative director of Revlon, Linda Wells is now launching her own beauty line which will also contain 40 foundation shades. Wells told Elle, “Now, 40 foundations has almost become the industry standard, but it’s really broadening that conversation and proposition out to other products as well.”

Other high-end brands following Fenty’s example and releasing 40 foundation shades include Dior’s Backstage Collection and CoverGirls’s TrueBlend Matte Made, both of which released their collections this June.