Rihanna’s beauty brain child, Fenty Beauty, is winning the internet and sweeping social media.

Rihanna’s beauty brain child, Fenty Beauty, is winning the internet and sweeping social media. Content related to the brand already claims 132 million YouTube views after being launched by the Millennial-loved celebrity just last month. Fenty has resonated with young consumers by blowing up outdated industry standards—the brand prides itself on its inclusive line of shades, perfect for The Diversity Tipping Point generation. Bad Gal RiRi’s line is also getting a boost from The Influencer Effect as several highly-followed influencers, like Nyma Tang, continue to tout Fenty products to their subscribers. (Refinery29)