If there's one brand that's made waves this year it's Fenty Beauty.
Rihanna's game-changing brainchild has won the bitter sweet award of being the most inclusive make-up range to hit the shelves, well...ever.
The collection has drawn praise (and thousands long online waiting lists) for its unparalleled 40 shade foundation range and universally flattering lip gloss that suits all skin tones.
The aim? 'In every product, I was like: "There needs to be something for a dark-skinned girl; there needs to be something for a really pale girl; there needs to be something in-between"', Rihanna announced at the launch last week.
And boy were we ready for it.
Because when it's 2017 and you can still get your pubic hair permanently lasered into a heart shape easier than you can get your hands on a shade of foundation darker than 'Toasty Beige', it means that something's not quite right in the beauty biz.
Tellingly, it's the deeper Fenty Beauty foundation shades that have sold out, proving once again that the age old industry line of 'darker shades don't sell' is straight up BS.
ELLE caught up with model and supporter of diversity within the fashion industry, Naomi Campbell, and it's clear she agrees.
Famously speaking out about diversity within the fashion industry throughout her career (she was quoted as saying, 'The American president may be black, but as a black woman, I am still an exception in this business. I always have to work harder to be treated equally' back in 2007) the supermodel is a vocal advocate for Rihanna's inclusive make-up range.
When asked how she felt about Fenty Beauty, Campbell exclusively told ELLE UK:
'It's about time. It's 2017, so for all those who are doing it, congratulations. The world is moving so quickly, and you've got to move with it.'
Speaking on her own experiences as a woman of colour in the fashion industry, Campbell was matter of fact:
'In the beginning it was hard, but I've got thicker skin than that. Yes, I overheard certain conversations about me, but I'm not going to make excuses. If they didn't have my make-up shade, then we'd find a way, we'd mix the colour. You've got to work hard no matter what. I kept my head down and got it done.'
It's about time. It's 2017 so for all those who are doing it, congratulations.
But with models like Leomie Anderson posting Youtube videos about the lack of make-up and hair artists trained to work with darker skin tones or textured hair, let alone being provided with the actual products suited to them, does Campbell feel a responsibility to guide models of colour through the industry while we wait for beauty brands to catch up?
If they didn't have my make-up shade, then we'd find a way, we'd mix the colour.
'These young models come up to me with the same problems and I do get sad about it but I just share whatever information I can to steer them in the right direction. I remember when I was younger going into London and only being able to go into two counters to buy make-up of colour. So I tell new models, "You have to find a way, and if that means you have to bring your own foundation shade, then bring your own, because that's what I had to do."'
Here's to more Fenty Beauty in the future - beauty brands take note.