Beauty » Lepota | 81 U nameri da pokrije najrazličitije boje puti, Fenti broji više od 50 distinktivnih tonova With the intention of “covering” the most varied skin tones, Fenty boasts more than 50 distinctive shades Tekst / Words: Ivan Radojčić Fotografije / Photography: Profimedia,rs, Depositphotos Instead of the pre-existing paradigmof perfection, meticulously photoshopped and unrealistically elitist – this paradigm insists on receptiveness and acceptance There is no beauty – only beauties R E B E L L I OUS EMP I R ES R E J ECT OBSOL E T E RU L ES WhenSpanishhigh street brandZara selected the statement from the headline of this article to promote its premiere line of decorative cosmetics - it wasmore than a slogan, representing a good grasp of the nexus of the zeitgeist. In times of constant cultural change, when the #metoo and #blacklivesmatter movements have grown from social network slogans to become revolutionary worldviews, it is logical for the beauty industry to reflect our new social principles. Among the first to recognise this was Rihanna, who from the very outset selected products for her mega-successful Fenty line that stand out from the route of existing cosmetics campaign aesthetics. She was among the first to advocate for the palette of foundations to be diversified to “cover” the most varied skin tones, which is why the Fenty range encompasses more than 50 distinctive shades. She didn’t mince her words in calling on market giants to do likewise with their mass market offers. And the multimillion-dollar beauty business quickly found a way to court customers withnew, compellingmessages about the abundant luxuriousness of diversity. The influencer culture and the exceptional popularity of beauty tutorials, which recently also spread to the fascinating TikTok social networking service, have ensured that trends are spreading equally quickly to different parts of the world – and the scramble for niche brands has almost surpassed the popularity of world-renowned cosmetics brands. In the meantime, we experienced the outbreak of the COVID-19 Pandemic, which created a completely (un)expected increase in global sales of makeup – women around the world seemed to have been led by the slogan “I may not be able to make myself up for a night out, but I can dress up for Zoom”. And as in all economic turning points, the “red lipstick” index, which analysts have registered in every recession, has once again unambiguously shown how the small, impulsive purchase of a new shade of lipstick instantly improves one’s mood during tough times. Moreover, the inability to browse and try products in shops (given that shops remained closed for a long time and testers were declared as being unsafe during pandemics) created space on themarket for high technology to be implemented in the service of the beauty industry, so the websites of brands in this segment have now been optimised to offer you the best options for your own skin type and complexion.The emergence of beauty start-ups, with small brands that use their “digital first” approach to cater to the demographics of Generation Z (youngsters whose entire lives are contained in mobile phones), has rendered the competition for market dominance even more interesting. And has also made reality (a shade) more beautiful. Rijana je za svoju megauspešnu liniju od samog starta birala modele koji odskaču od dotadašnje estetike kampanja za kozmetiku From the very outset, the products chosen by Rihanna for her mega-successful line stand out from the route of existing cosmetics campaign aesthetics FOTO:Profimedia / Fenty Beauty By Best Image LAJFSTAJ L / L I FESTYLE