A line of beauty products from pop singer Rihanna has officially hit shelves at a Bermudian store.

Three lines of Fenty products were released this afternoon at 59 Front, a Phoenix Store location on Front Street in Hamilton, in the ground floor of the former site of AS Coopers, to a line of almost 100 excited buyers.

Shelves were stocked with products from the Fenty Skin, Fenty Beauty and Fenty Fragrance lines. Barbadian singer Robyn Rihanna Fenty has branched out into the beauty products market, and has become the world’s second richest woman.

Bermuda’s top make-up artists, influencers and special guests were also on site to show off the full range of Fenty products the store had to offer.

Tiara Wells, 28, and her friends, Ashley Weeks, 23, and Wanay Bartley, 40, had been waiting at the store since 2.30pm — but initially got there around 8am for early access.

“We thought it was this morning, but then the lady said ‘no ladies, it’s at 4.30,” Ms Wells said. “So we set a time to come back.”

The women said that they had several Fenty products, including a few lipglosses, but hoped to stock up on the new products.

Ms Wells, from Pembroke, said that she appreciated Fenty for it’s natural look and emphasis on subtlety.

She explained: “I think it brings out the beauty within yourself. Being that she looks so natural, it makes you feel more confident in yourself.”

Ms Weeks, from St George’s, added that Fenty valued inclusivity and appealed to all skin tones and body types.

“She [Rihanna] definitely caters to diversity,” she said. “You can find your match.”

Ms Weeks said that it felt great to see this kind of diversity in a popular beauty line.

She said: “When you used to go and watch Victoria Secret fashion shows, all you saw was one specific woman and everybody felt like they needed to look like this.

“But now you people like Rihanna who have said ‘no, everybody’s different and you need to rock how you look’.”

Ms Bartley added: “Even to this day, if you compare her to a lot of other make-up brands out there they still haven’t come close to what she’s done.

“She’s got plenty of shade ranges, lipstick ranges; she can go from probably just about the darkest person you can think of to someone with albinism.

“A lot of these companies don’t even begin to scratch that surface.”

Nicole Warren, the general manager at 59 Front, said it took four years of bidding, followed by a “rigorous” vetting process, to bring Fenty products to the store.

“Fenty as a brand is very strict about maintaining Rihanna’s brand and visibility,” she said.

Ms Warren added, however, that it was worth the wait, saying: “She has 60 foundations, she’s very inclusive and one of her mandates is to make sure that everyone’s seen as a beautiful person.”

She said: “It was time that we have brands that people go overseas for.

“This was to provide an environment that people can shop at home for and that customers can trust.”

Ms Warren said that the store expected to get the Fenty Hair line of beauty products by the new year.

Owen Darrell, the Minister of Youth Culture and Sport, also attended the launch.

He said that the launch was “the celebration of a Caribbean woman” and represented the “limitless potential of Caribbean people”.

“Fenty is a testament to the vision of greatness,” he said, “and it basically gives us more reason to buy Bermuda.”

Mr Darrell later told the room that “Bermuda just got a little more stunning” thanks to the launch.

He added: “Rihanna has shown the world that people from small islands don’t just belong in the room — we lead, we create and we set the standard.”

As part of the promotion, 59 Front will offer make-up shade-matching consultations with a Fenty specialist on Friday and Saturday.

Customers who spent $100 or more on Fenty products will be entered into prize draws, including the chance to win an all-expenses paid trip to the Fenty Beauty Barbados Launch on November 7.

The prize draw will happen on October 28. Grand prize winners must be aged 21 or more, possess a valid passport and US Visa and be ready to travel between November 6 and 10.

• Customers can book a complimentary consultation by contacting 59 Front at 279-5429 and selecting option 3, or by e-mail shop@fiftyninefront.bm