When 26 year old Jamaican beauty influencer Shelby received her first Fenty Beauty PR package, it wasn’t just a box of makeup—it was a dream manifesting in real time.
“I absolutely screamed!” she tells World Music Views, beaming. “Not only for the package but because it was also an indicator that I’m getting the recognition I believe I deserve for all my hard work as a content creator.”
As someone who has navigated the beauty space while representing Caribbean skin tones, Shelby says the partnership is deeply personal. “Remember Rihanna told us to shine bright like a diamond?” she says with a smile. “Well now I can finally say I’m able to do that with the Diamond Bomb.”
The Bajan billionaire’s line of products expanded into the rest of Caribbean last November and she made promises to visit the Island. Earlier this week WMV reported that Rihanna will not attend the official launch of Fenty Beauty and Fenty Skin in Jamaica on April 10, despite her previous hints suggesting otherwise. The confirmation came from Lyndsay McDonough, a PR representative for Fontana Pharmacy, who clarified that while Rihanna is “bringing Fenty Beauty” to Jamaica, it doesn’t mean she will be there in person. Rihanna previously apologized to Jamaican fans and promised something special was coming.
If she does not pay a visit to Jamaica, the weight of the local promotions will rest in the hands of the young influencers who are welcoming of the brand’s availability in Jamaica.
Rihanna’s last visit to Jamaica was in 2011 for the filming of the “Man Down” music video. She has long been a symbol of Caribbean excellence, and Shelby is keenly aware of what it means for Jamaicans to be included in the Fenty Beauty rollout. “Seeing someone else from the Caribbean build herself from the ground up to be so successful is really admirable and inspiring. First world countries are always priority,” she notes, “so to know that Fenty Beauty is expanding and including other Caribbean countries tells us that we are just as important… I’m honored to be part of the moment.”
Beyond the glam, the partnership signals a cultural shift for the island’s beauty industry. “Well one, we can finally stop waiting 1–2 weeks for products now,” Shelby laughs. “And two, it brings a much-needed focus on inclusivity and diversity. I’m sure a lot of people will be able to find products that truly match their skin tones. It could also inspire local beauty brands to expand their shade ranges, which could push the entire industry forward.”
Shelby has seen (and tried) a lot in the beauty world, but Fenty stands out. “The inclusivity and diversity. I believe Fenty genuinely cares about catering to every single skin tone, undertone, texture, and skin type. I was getting tired of products either being ashy or too orange when people from the Caribbean come in literally every shade under the sun,” she says.
She’s particularly excited about an exclusive virtual beauty session coming up. “There is an exclusive virtual beauty talk on April 7th with the Global Makeup Artist for Fenty Beauty, Priscilla Ono. Imagine learning to beat your face by the person that slays Rihanna’s face to perfection? A dream.”
As for her signature Fenty face? “I love a soft glam. I love a matte face (as an oily girl), lots of blush and a killer brown or pink lip combo.”
If given the chance to ask Rihanna one beauty question, Shelby knows exactly what she’d say: “What product did you wish existed growing up that you had to create for Fenty Beauty?”
To those wanting to follow in her footsteps, she keeps it real: “POST THE CONTENT! You can’t get recognized if you don’t post. Don’t care if it’s ‘cringe’ or worry too much about not getting high engagement. Post quality content and the important people will see the value. Focus on that.”
And with Fenty’s big Jamaican launch happening April 10, Shelby’s already got her front row seat planned at Fontana. “Waterloo, of course!” she says refereeing to the Kingston location of the launch. “How about you check out my upcoming vlog on my YouTube channel (AndImShelby) for the celebration deets.”
