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Fenty Beauty

“Beauty for All”

Metrics

Leadership

Sustainability

CSR & Impact

Talent/People/Culture

Innovation

Digital Transformation

Economic Priorities

  • Worldwide
  • Beauty
  • New York
  • Active
  • Founder CEO Rihanna
  • Cosmetics
  • Beauty For All
  • Worldwide
  • Subsidiary
  • Rihanna
  • September 8, 2017

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Summary

Pop star Rihanna was inspired to launch ‘Fenty Beauty’ after years of experimenting with beauty and still seeing a void in the industry for products that enhanced all skin types and tones.

History

Pop star Robyn Rihanna Fenty was transfixed by her mother’s lipstick when she was a little girl in Barbados. The first time she experienced makeup herself, it became her vehicle of self-expression. She was inspired to create her own beauty brand, Fenty Beauty, after years of experimenting with beauty including a collaboration with MAC Cosmetics and Parlux Ltd. and still seeing a void in the industry for beauty products that enhanced all skin types and tones. So, Rihanna developed her line of beauty products to provide for the inclusion of all skin tones in cosmetics in 2016 with LVMH — after inking a deal to produce Fenty Beauty through the luxury conglomerate’s Kendo division. Kendo Holdings, Inc, is an “incubator” company that manufactures cosmetics as white-label products for sale through cosmetics retailer Sephora, another LVMH subsidiary, as well as other outlets. Per Women’s Wear Daily, LVMH may have paid $10 million for the deal…

Fenty Beauty’s debut products went on sale on September 8, 2017. The launch coincided with New York Fashion Week, where Rihanna had a show in collaboration with Puma, and it was promoted to the hilt. Per The New York Times, “one might be forgiven for thinking it’s actually Rihanna New York Fashion Week.” In the US, the products were launched in Sephora stores and its website and on Fenty Beauty’s website. In the UK, it was initially available in Harvey Nichols and then in Boots UK. The beauty brand reportedly made $100m in just over a month and today it is retailing in over fifteen countries. It is an understatement to say that Fenty Beauty changed the face of the beauty industry with its fifty-strong foundation range with diverse shades for every skin tone and type. Undoubtedly the success can be attributed to the pillars of inclusive beauty, to founder Rihanna who has a mammoth fan base and to LVMH. 

Vision and Mission Statement

‘Beauty for All’

Products and Services

Cosmetics

Awards and Recognition

For Rihanna’s vision and efforts, Fenty Beauty was named in Time magazine’s list of twenty-five best inventions of 2017, alongside NASA’s Martian spacecraft InSight and Apple’s iPhone X. The beauty brand also won WWD Beauty Inc. Award for “launch of the year” in the prestige sector.

Key Team

Rihanna: Founder CEO; Jahleel Weaver: Creative Director

References