Fenty Beauty is a cosmetics brand that was launched in 2017 by Rihanna. The brand has become increasingly popular due to its wide range and variety of shades. The Eaze Drop Blurring Skin Tint is similar to foundation and aims to deliver smooth, instantly blurred skin. The Blurring Skin Tint is made for light coverage to offer a no-makeup makeup look and is priced at £20/ $30 US dollars.
The Fenty Beauty website clearly explains how they are earth-conscious because they embrace the 3 R’s: reduce, reuse and recycle. Fenty Beauty has applied the 3 R’s by eliminating excess packaging, reusing refillable systems, and ensuring their shipping boxes are fully recyclable. Also, Fenty Beauty describes on their website how their brand uses ‘clean ingredients’. This means that their products are free from many ingredients such as parabens, lead, and mineral oils. Furthermore, Fenty Beauty emphasises across their website that they are a cruelty-free and vegan brand, but there are no official certifications to prove this.
Although Fenty Beauty highlights how sustainable they are on their website, there are many things that the brand does not address, such as where their products are manufactured and where their ingredients are sourced from. I feel like Fenty Beauty is not transparent about where their products are produced and where their ingredients are sourced from. The company uses a significant amount of ‘greenwashing’ (when green marketing is deceptively used to persuade the public that an organisation’s products, aims and policies are environmentally friendly).
Fenty Beauty states on their website that they do not include parabens, mineral oils, or plastic microbeads in their products. They also list all of the ingredients clearly for each particular shade on their website. Most ingredients used in their products are non-biodegradable and toxic, such as dimethicone and urea. The long list of ingredients makes it hard for consumers to judge the sustainability of the ingredients used in the Eaze Drop Blurring Skin Tint, which easily hides the environmental impacts of each ingredient. Furthermore, Fenty Beauty is not clear about where its ingredients are sourced from. There is a huge lack of transparency and Fenty Beauty presents many examples that demonstrate greenwashing (e.g. stating they are a fully vegan and cruelty-free brand without evidence), showing that this company is not being honest to their customers.
Unfortunately, Fenty Beauty is owned by Louis Vuitton Moet Hennessy (LVMH), a company known for unsustainable practices. LVMH allows forced labour in China, animal testing, and irresponsible fabric sourcing. Furthermore, Fenty Beauty states that they are a cruelty-free brand but have no certifications or paperwork to prove that. In addition, their brand uses beeswax in some of their products, proving that they are not completely 100% vegan. This further proves how Fenty Beauty is not fully honest with their customers as they describe themselves as a ‘fully vegan line’.
The majority of Fenty Beauty products are manufactured in the US, which suggests that their products have to travel a long way to be sold in other countries such as the UK. Even though Fenty Beauty advertises itself as a sustainable company, consumers must realise the amount of CO2 produced in order for their products to be sold in other countries.
Fenty Beauty provides no information regarding where their products come from, which is a big issue. Most of their products are manufactured in the US and Europe. No products are sold in China which supports the fact that they are a cruelty-free brand because China’s laws require tests on animals for all imported cosmetics (this has now changed since 2019 as animal testing is no longer required for all cosmetics). However, studies have found that some products are actually produced in Hong Kong and Macau. There is no information or reports regarding products produced/sold in these countries which demonstrates the fact that Fenty Beauty is not transparent about who makes their products. Interestingly, their website states that they ‘do not currently engage in audits of our suppliers’ and they ‘expect our suppliers to respect and adhere to the same business philosophy in the operation of their businesses.’ This clearly shows that Fenty Beauty does not know how their products are manufactured and if their supply chains are following policies such as: prohibiting the use of forced labour, human trafficking, child labour, harassment, and abuse.
The company has also been accused of using child labour in India by allowing children to extract ‘blood mica’ from mines in Jharkhand. Mica is used in many products from cosmetics to car paint. 70% of India’s mica mines are unregulated by the government, where it is estimated that 22,000 children are employed. Sadly, a Thomas Reuters Foundation investigation revealed the cover-up of seven child deaths within two months in 2016. In addition to this, Fenty Beauty does not have any certifications to prove that they do not use child labour in the production of their products. Altogether, Fenty Beauty has not been clear about who and where their products come from.