Marking the start of a new endeavor is definitely cause for celebration, but Rihanna took that one step further to show how excited she is about the growth of the Fenty empire. She’ll fill your ears with music, ice you up with her Chopard jewelry collaboration, and deck out your bod with Fenty x Puma gear, but now she wants to make you feel gorgeous with Fenty Beauty — and she started by hosting a bash in the busiest intersection in the country.

On September 8 at the stroke of midnight, Rihanna took over the Sephora in New York’s Times Square to give her Navy a makeover. No, but really — she even whipped out a brush herself and set about giving those who showed up a test run of her new makeup line.

Currently, Rihanna’s staring out at you from the newsstand as well, as her latest Elle cover storyhighlights Fenty Beauty, too. This is more than a passion project — it’s a movement — and we’d expect nothing less from this beautiful Bad Gal.