Fenty Beauty released a highlighter named “Geisha Chic,” which drew backlash for fetishizing Japanese culture. Under pressure, they pulled it and apologized. That’s a textbook case of virtue‑marketing backfiring: you try to look worldly, and end up walking it back.

Once hailed as the revolution in beauty, Fenty’s “effect” is now being questioned. Critics say many inclusivity moves were superficial: more shades, yes, but lacking deeper support like undertone variety or matching lines. When you preach “inclusion” but leave gaps behind, customers see it.

Fenty’s sister line Savage X Fenty launched Pride capsule collections featuring LGBTQ+ models and donated a portion of proceeds to organizations like GLAAD. The messaging frames the brand as a true ally, though critics warn rainbow products often mean rainbow pricing.