In 2017, Rihanna launched her critically acclaimed cosmetics company Fenty Beauty under LVMH's Kendo Brands. The partnership was worth $10 million and would see Rihanna release various beauty products. The first installment of Fenty Beauty was released on 8 September 2017 in stores and online, available in over 150 countries. It included an array of products including foundations, highlighters, bronzers, blush compacts, lip glosses and blotting sheets and was praised for its diverse range for all skin colours. "Time" magazine named Fenty Beauty as one of "The 25 Best Inventions of 2017", citing the breadth of its range. In what has been dubbed the "Fenty Effect", the brand revolutionized the way other cosmetic brands approached diversity in marketing and product formulation: "Suddenly beauty houses – niche, establishment and those in between – began extending their shade ranges to accommodate a wider variety of skin tones. Forty shades became the new standard."