Is this makeup brand throwing shade at Rihanna's Fenty Beauty?

Fenty Beauty has been the talk of the town since its launch earlier this month. Rihanna‘s highly anticipated cosmetics line is already regarded as a serious win for inclusive beauty, providing numerous multitasking products and brushes, as well as a whopping 40-shade foundation range that has arguably left many shook — including Make Up For Ever.

The longstanding beauty brand took to Instagram on Tuesday seemingly responding to the public reaction toward Fenty Beauty’s Pro Filt’r Soft Matte Longwear Foundation. With a photo displaying its own range of Ultra HD Foundation, MUFE made a simple statement: “40 shades is nothing new to us.”

“Since 2015, the #ultraHDfoundation released 40 shades for everyone’s unique skin tone understanding the difference between red and yellow undertones,” the initial post concluded, before being highly critiqued and re-edited to include a declaration to continue to improve.

The Instagram post follows a number of tweets sent out by the brand, advertising its large range just before Rihanna’s launch. However, instead of garnering more positive attention toward the brand, the statements seem to have created quite a divide between MUFE fans and those rooting for Fenty Beauty.

“I wish all these brands would stop coming for Rihanna just because she got it right on her first launch! If your product is great then you shouldn’t be worried about another brand,” one devoted RiRi fan commented. Others have provided their more tangible rationale behind their preference for Fenty’s foundation range. “I’m vegan, so any companies that test on animals is a no for me,” someone said in regard to MUFE’s animal testing, while another simply pointed out that Fenty’s foundation is $9 less than the other.

The inclusive nature of both brands has also been taken into consideration by those reacting. Although MUFE is now bringing its expansive shade range into the limelight, some feel like the company hasn’t truly marketed it correctly in the past. “None of your models are diverse y’all only care about European beauty,” someone wrote, “everyone is beautiful and deserves to feel important.” Another echoed the sentiment, writing, “They’re saying they did it first, but they never marketed it to us.”

Back in February, MUFE announced its “Blend in. Stand Out.” campaign, presenting the firm as a brand dedicated to inclusivity — as many other brands have been doing in recent years. Then in June, it partnered with creative agency the Colored Girl to help women of color find their perfect foundation shade.

Cover FX and Lanc?me are just two other examples of big-name brands that have 40-shade foundation ranges, while CoverGirl is currently making headlines with its on-boarding of a diverse cast of spokespeople.

Still, people continue to speak out against MUFE for allegedly throwing shade, saying, “Your caption has more shades in it than you color variations.” And then RiRi herself had something to say.

“lol. still ashy,” the 29-year-old wrote before adding, “shook.”

The comments have since been deleted, which people are blaming on MUFE. But who’s to say where the shade is coming from anymore?

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