"My Fenty, my mood," says BlameItOnKway, before modeling the beauty brand's lipsticks shades Ma'Damn, Candy Venom, One of the Boyz, Shawty, and Midnight Wasabi.

BlameItOnKway's personality shines throughout, and the fun and funny clip is on par with any of the viral posts on his feed. It's exactly what you'd expect from a beauty brand helmed by Rihanna, a social-media-savvy star who clearly knows how to bring humor to her online strategy.
"I don't think it's fair that a trans woman, or man, be used as a convenient marketing tool. Too often I see companies doing this to trans and black women alike. There's always just that one spot in the campaign for the token 'we look mad diverse' girl/guy! It's sad!" Rihanna

As lighthearted as the ad is, it's also a reminder of how far the beauty industry has to go before it's fully inclusive. How many other ads do we see from beauty brands that star a queer, black man?