Rihanna’s Fenty Beauty revolutionized cosmetics with inclusive shades, global reach, and bold innovation. Loved in the US, UK, Asia, Australia, and New Zealand, Fenty Beauty and Fenty Skin continue to set new standards in beauty and skincare worldwide.
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When Rihanna introduced Fenty Beauty in September 2017, the beauty industry experienced a seismic shift. Known worldwide as a pop icon, Rihanna entered cosmetics not just with her name but with a mission—to redefine beauty standards by creating products that work for everyone.
The journey of Fenty Beauty began years before the launch. Rihanna partnered with Kendo Holdings, a subsidiary of LVMH, to develop a brand built on inclusivity. For nearly three years, she worked closely with product developers, focusing on one of the industry’s greatest gaps: foundation shade diversity.
At the time, many major beauty brands offered limited ranges that failed to match deeper or extremely fair complexions. Rihanna envisioned something different. She wanted to deliver a collection that celebrated the full spectrum of skin tones. This philosophy became the DNA of Fenty Beauty.
Rihanna’s Vision (Pre-2017). Rihanna had long been recognized for her experimental and trend-setting makeup looks. She often voiced that she struggled to find makeup that matched her skin tone and noticed the same problem for women of deeper and very fair complexions. Her idea was to build a brand with inclusivity at its core, not as an afterthought.
Partnership with Kendo (2014–2016). Rihanna partnered with Kendo Holdings, a subsidiary of LVMH (Moët Hennessy Louis Vuitton). Kendo specializes in creating celebrity and designer beauty lines (they also developed Kat Von D Beauty, Marc Jacobs Beauty, etc.). Rihanna worked closely with Kendo’s product developers and marketing team for about 2–3 years before the brand launch. The project was code-named internally, with heavy R&D focus on foundation shade range and universal products.
The Official Launch – September 2017. Fenty Beauty launched on September 8, 2017, in over 17 countries simultaneously (one of the biggest global rollouts at the time). The debut was tied with New York Fashion Week, with Rihanna herself introducing the line. Breakthrough Product: Pro Filt’r Soft Matte Longwear Foundation. 40 shades at launch (later expanded to 50). It was revolutionary: many beauty brands had only 10–20 shades, and deeper tones were usually missing or poor matches. The inclusivity of shades made Fenty instantly stand out — journalists called it “The Fenty Effect.” Killawatt Freestyle Highlighter (the iconic gold “Trophy Wife” shade became a cult hit). Gloss Bomb Universal Lip Luminizer (shade: “Fenty Glow” designed to be flattering on every skin tone). Match Stix (magnetic contour, concealer, and highlight sticks).
The “Fenty Effect” and Industry Disruption (2017–2019). Fenty’s inclusive approach reshaped the beauty industry. Many brands were pressured to expand their shade ranges and rethink diversity. The Pro Filt’r Foundation won numerous awards and was cited in Time Magazine’s “25 Best Inventions of 2017.” Rihanna became known not only as a pop star but also as a beauty entrepreneur, praised for authenticity because she actively uses and promotes her products.
Fenty Beauty debuted globally on September 8, 2017, with one of the largest international rollouts ever, reaching more than 17 countries simultaneously. The launch coincided with New York Fashion Week, amplifying its global attention.
The star product was the Pro Filt’r Soft Matte Longwear Foundation, released in 40 shades. For the first time, consumers across the globe—from those with very fair skin to the deepest complexions—found themselves represented in a single foundation line. Alongside it came other standout products, such as the Killawatt Highlighter in Trophy Wife, the Gloss Bomb Universal Lip Luminizer, and the versatile Match Stix.
The response was overwhelming. Products sold out within hours, reviews poured in from beauty editors, and social media exploded with praise. Almost instantly, industry observers coined the term “The Fenty Effect” to describe how the brand forced competitors to expand their shade ranges and embrace inclusivity.
Fenty Beauty is a global cosmetics brand founded by Rihanna (Robyn Rihanna Fenty) in September 2017, under a partnership with LVMH’s Kendo division (which also backs brands like KVD Beauty and Marc Jacobs Beauty).
2018: Expanded foundation shades to 50. Launched Stunna Lip Paint, with the iconic red “Uncensored” shade.
2019: Fenty Beauty reached $570 million in revenue in its first 15 months.
Expansion into Skincare - The Birth of Fenty Skin (2020)
In 2020, Rihanna expanded her vision with Fenty Skin, a line of clean, gender-neutral skincare products. True to the brand’s identity, it emphasized simplicity and inclusivity. With products like cleansers, toners, and sunscreens, Fenty Skin complemented the cosmetic line, strengthening the overall brand ecosystem.
Officially launched on July 31, 2020 (pre-orders opened a few days earlier). Marketed as a gender-neutral, clean, and simple skincare line. Rihanna’s vision was to make skincare easy, approachable, and inclusive—just like Fenty Beauty.
She said: “I wanted a product that worked for everyone—men, women, all skin types and tones. Something that’s simple, flexible, and truly universal.”
Strong buzz at launch, driven by Rihanna’s global fanbase and the success of Fenty Beauty. Praised for inclusivity (especially the sunscreen, which avoided the common white cast issue on darker skin). Some mixed reviews from skincare purists who wanted more active ingredients or fragrance-free options. Despite criticism, it became one of the top-selling skincare launches in 2020, riding the momentum of Fenty Beauty.
Distribution: Initially sold through FentySkin.com and later expanded to Sephora and Harvey Nichols. Category Expansion: By entering skincare, Rihanna tapped into the $140+ billion global skincare market, giving Fenty a broader lifestyle identity. Synergy with Fenty Beauty: The two brands were designed to complement each other—Fenty Skin as the foundation for Fenty Beauty makeup.
Fenty Skin, bringing her inclusive, accessible, and innovative philosophy into skincare. With eco-friendly packaging, gender-neutral positioning, and products designed for all tones and types, Fenty Skin quickly became a global conversation starter—cementing Rihanna not just as a makeup mogul, but as a holistic beauty entrepreneur.
Product Philosophy
· Gender Neutral → Designed for everyone, regardless of gender.
· Inclusive Skincare → Suitable for all skin types and tones, reflecting the same inclusivity as Fenty Beauty.
· Clean and Sustainable → Products labeled vegan, cruelty-free, gluten-free, and made with eco-conscious packaging (refillable options, recycled materials).
· Streamlined Routine → Rihanna wanted to simplify skincare into just a few steps, avoiding the overwhelming complexity of traditional routines.
The brand launched with three core products:
Total Cleans’r Remove-It-All Cleanser. A 2-in-1 makeup remover and cleanser. Creamy texture, designed to clean without stripping the skin.
Fat Water Pore-Refining Toner Serum. Hybrid between a toner and serum. Helps minimize pores, even skin tone, and reduce oil without alcohol. The name “Fat Water” came from its thick consistency.
Hydra Vizor Invisible Moisturizer Broad Spectrum SPF 30. A moisturizer with sunscreen. Lightweight, oil-free, and reef-safe formula. Designed to work under makeup without leaving a white cast (important for darker skin tones). Packaged in a refillable component to reduce waste.
Since launch, Fenty Skin has expanded with products like:
· Instant Reset Overnight Recovery Gel-Cream (night cream)
· Flash Nap Instant Revival Eye Gel-Cream
· Cookies N Clean Detox Face Mask (made with clay and charcoal beads)
· Butta Drop Whipped Oil Body Cream (body care)
· Cherry Treat Conditioning Lip Oil
Fenty Beauty’s acceptance was not limited to one region. In the United States and Europe, Sephora and Harvey Nichols became hubs for eager customers. In the Middle East, the foundation’s golden and olive undertones resonated strongly. Across Africa, where deeper tones had long been underserved, Fenty became a symbol of true representation.
Asia presented unique dynamics. In markets like Japan and South Korea, where K-beauty and J-beauty dominate, Fenty found a niche as a premium foreign brand. In China, its entry through Tmall in 2019 attracted major buzz, though local competitors offered stiff resistance. In Southeast Asia, particularly Singapore, Malaysia, Indonesia, and the Philippines, the wide shade range struck a chord with diverse populations.
Fenty Beauty disrupted the beauty industry by pushing competitors to expand their shade ranges and rethink inclusivity. It was named one of Time’s 25 Best Inventions of 2017. Rihanna herself became a billionaire, largely thanks to the brand’s success.
Fenty Beauty is available in Sephora, Harvey Nichols, and official online stores across North America, Europe, Asia, Middle East, and Africa. By 2021, Fenty Beauty had become a major contributor to Rihanna’s billionaire status (her fortune is estimated over $1.4 billion, largely from Fenty Beauty). Often cited as the brand that “redefined inclusivity” in the beauty industry.
Latin America too began to embrace Fenty, especially in Mexico and Brazil, where Rihanna’s global appeal resonated strongly and online distribution made products more accessible.
United States & Europe (Immediate Success)
North America
· United States → Core market, sold through Sephora, FentyBeauty.com, and major retailers. One of the strongest sales bases.
· Canada → Strong sales via Sephora; diverse population made inclusivity very appealing.
Europe
· United Kingdom → Launched exclusively at Harvey Nichols; huge success from day one.
· France, Spain, Italy, Germany → Available through Sephora stores and online. Strong brand image thanks to LVMH’s presence.
· Scandinavia (Sweden, Norway, Denmark) → Growing market via online Sephora.
U.S. & UK launch (2017): Products sold out within days. Sephora stores had long lines, and Harvey Nichols (UK) dedicated entire floor space to Fenty. The foundation shade range received massive praise, especially from women of color who felt underrepresented by mainstream brands. Beauty critics and magazines like Allure, Elle, Vogue, and Time hailed it as game-changing.
Middle East (High Demand for Inclusivity)
· United Arab Emirates, Saudi Arabia, Kuwait, Qatar → Major markets through Sephora Middle East. The diverse shade range fits well with Middle Eastern undertones.
Acceptance here is very high; often top-selling. Sephora Middle East heavily promoted Fenty from day one. The shade range resonated in markets like Dubai, Saudi Arabia, and Kuwait, where customers often struggled to find matches for olive, golden, and deep undertones. Rihanna herself became a style icon for women in the region, further boosting sales.
Africa (Symbol of Representation)
· South Africa, Nigeria, Kenya → Online and third-party distribution made it popular. Official launches later increased accessibility.
Fenty is especially sellable here because very few global brands offer proper matches for African skin tones. Though Fenty Beauty wasn’t immediately available in every African market, it gained a cult following through online sales. In countries like Nigeria and South Africa, beauty influencers highlighted how finally a global brand created products for African skin tones without compromise. It was often discussed as a “victory” for inclusivity.
Asia-Pacific (Mixed but Growing Acceptance)
Japan & South Korea (2018–2019): Popular but niche; K-beauty & J-beauty trends dominate. Fenty is seen as a luxury foreign brand. Reception was strong, but these markets already had well-developed beauty industries with their own trends. Fenty was admired more for its brand image and Rihanna’s global star power than everyday use.
China: Fenty entered Tmall (Alibaba’s platform) in 2019. Premium positioning, strong in big cities (Shanghai, Beijing), though competition with local C-beauty exists. Initial buzz was huge, but competition with local C-beauty brands (like Perfect Diary) was intense. Fenty positioned itself as a premium Western brand.
Southeast Asia: In Singapore, Malaysia, Indonesia, and the Philippines, the brand gained popularity through Sephora and online stores. Highly sellable in Sephora stores and online. Diverse populations make inclusivity attractive. The wide foundation range was particularly celebrated because Southeast Asian tones were often overlooked by other Western brands.
Fenty Beauty and Fenty Skin thrive in Australia and New Zealand through Sephora stores and online. Embraced for inclusivity, they are popular with multicultural communities. Australia’s bigger market drives in-store sales, while NZ relies more on online demand.
Latin America: influencers embraced Fenty, especially the Gloss Bomb and highlighters, but distribution was initially limited. Online orders (through Sephora or international shipping) drove early hype until official launches reached markets like Mexico and Brazil.
The brand created a new global standard for inclusivity — forcing competitors like Dior, L’Oréal, Estée Lauder, and Maybelline to expand shade ranges. Rihanna herself became a cultural beauty ambassador, representing women of all backgrounds. The brand was praised not just for products but for marketing campaigns that featured diverse models: women and men, different ethnicities, skin conditions, and body types.
Within the first 40 days, Fenty Beauty generated $100 million in sales globally. By 2019, revenue reached $570 million, making it one of the fastest-growing cosmetic brands ever. It consistently ranks among the top-searched beauty brands worldwide.
Fenty Beauty was overwhelmingly embraced globally, especially in markets where women had long felt neglected by mainstream cosmetics. While Asia had a slower adoption due to different beauty traditions, the overall reception was so strong that “Fenty Effect” became an industry term for inclusivity-driven disruption.
Fenty Beauty’s target demographic is broad yet distinctive. Its core audience consists of young women aged 18 to 34, primarily Millennials and Gen Z, who value diversity, inclusivity, and authenticity. This group is highly active on social media, where Fenty’s bold campaigns and Rihanna’s personal touch resonate deeply.
The brand also appeals to men, non-binary consumers, and beauty enthusiasts who appreciate its gender-neutral and universal approach. Income levels generally fall within the middle to upper-middle class, as Fenty positions itself in the prestige category—aspirational yet accessible. Products like the foundation at around $40 and the Gloss Bomb at about $20 reflect this balance.
Psychographically, Fenty customers are pop culture followers, socially conscious individuals, and trendsetters who view beauty as a form of self-expression rather than conformity.
Fenty Beauty is most sellable in Western markets (US, UK, Europe, Canada), Middle East, and diverse regions like Singapore and South Africa, where inclusivity resonates strongly. It is growing in Asia and Latin America, though local beauty cultures and competitors affect its speed of adoption.
Fenty Beauty Demographics
Age Group
Primary: 18–34 years old. Millennials and Gen Z make up the majority of Fenty customers. This group is socially conscious, values diversity, and follows global pop culture trends. Secondary: 35–45 years old. Especially women who struggled to find inclusive foundations before Fenty.
Gender
· Women → Majority of the customer base, particularly makeup enthusiasts.
· Men → Small but important segment; Fenty has included male models in campaigns (reflecting inclusivity and gender-neutral beauty).
· Non-binary & gender-fluid consumers → Fenty actively markets to this group, unlike many traditional beauty brands.
Ethnicity / Skin Tone
· Black, Brown, and Asian consumers → A huge core audience. Fenty gained loyalty from groups historically underserved by mainstream beauty brands.
· Fair-skinned consumers → Also included; foundation shades were designed to cover the entire spectrum, from very fair to very deep.
· This inclusivity created the “Fenty Effect,” pressuring other brands to expand their shade ranges.
Fenty Beauty’s business performance has been remarkable. In its first 40 days, it generated $100 million in sales. By 2019, it reached $570 million in revenue, becoming one of the fastest-growing beauty brands in history.
Yet its greatest impact lies beyond numbers. The brand redefined what it means to create beauty for all. Its campaigns featuring models of different ethnicities, genders, and body types broke barriers, setting new marketing standards. The ripple effect across the industry was undeniable—brands from luxury houses to drugstore labels scrambled to expand their foundation ranges.
Today, Fenty Beauty is more than a celebrity brand—it is a case study in how inclusivity and authenticity can drive global success. Rihanna has managed to blend star power with genuine innovation, reshaping both business and culture.
As the brand continues to expand across markets and product categories, its foundation remains clear: celebrating diversity, breaking industry norms, and ensuring that everyone, everywhere, feels represented in beauty.
