• by Sarah Mahoney  @mahoney_sarah, September 8, 2017

Fenty Beauty, Rihanna’s long-awaited new beauty line from LVMH, is finally here, and — as promised — pushes the singer’s inclusivity message to high decibels: It includes 40 different shades of foundation.

Unveiled at midnight at Sephora, also owned by LVMH, the singer welcomed the Rihanna Navy by working the register herself, in an event timed to New York Fashion Week. The Fenty launch is massive, including 1,600 stores in 17 countries, an introduction befitting the woman the NPD Group has called the world’s most marketable celebrity. Her sneaker collaborations, called Fenty X Puma, continue to crank out some of the sneaker world’s fastest-selling styles, and she’s also got a number of hit fragrances under her belt.

The campaign includes a video for Fenty, which is her last name, with women of all different colors and complexions. Since the deal, reportedly worth $10 million, was announced earlier this year, the singer has said that her mission was creating products that flatter everyone’s skin tone. While women of color make up 35% of American women, the cosmetics counter has been a source of long simmering frustration, even with niche lines specifically targeted at them.

With 91 different products, LVMH describes the collection as both edgy and girly, focusing first on “The Fenty Face,” finding a combination of matte, shine-free concealers, foundation and powder, before layering on colors, shimmer, glitter and a universal product called Gloss Bomb.

The line comes from Kendo. LVMH’s beauty-brand incubator, which has also launched products for Marc Jacobs and Kat Von D.

While sales of prestige beauty products are selling well overall, up 4% in the first quarter of 2017, according to NPD, LVMH’s are faring even better. The luxury-brand holding company says organic sales in its beauty and cosmetics division are up 12% in the first half of the year. And in its selective retailing division, which includes Sephora, sales are also up 12%.