Fenty Beauty (stylized as FETY BEAUTY) is a cosmetics brand by Rihanna, that was launched on September 8, 2017. Necessary cookies are absolutely essential for the website to function properly. r.e.m. [14] Currently, Fenty Beauty is available in 17 countries. The Fenty Beauty brand makes use of minimal and chic aesthetics to create a product line that jumps from the shelves thanks to its elegance and delicate look and feel. Your business is an extension of you - speak to potential buyers via social media the way youd speak to them in person. ", "Fenty Beauty Just Revealed Its New Stunna Lip Paint and We're SHOOK", "We Tried Fenty Beauty's Universal Red Lipstick on 7 Different Women", "Here's Why Rihanna Is The Perfect Person To Sell You Red Lipstick", "We Tried Fenty Beauty's New Black Lipstick and It's Perfect for Halloween", "Fenty Beauty launches limited edition product for Rihanna's birthday", "How It's Done: Rihanna's Glimmering Gold Highlighter", "Fenty Beauty Wished Rihanna a Happy Birthday With a New Product For You", "Rihanna Rubbing Her New Body Lava on Her Shoulder Is the Hottest Thing You'll See All Day", "The Price Point of Rihanna's Newest Fenty Launch Has The Internet Torn", "Rihanna's Fenty Beauty To Make Monetary Waves in Saudi Arabia", "Fenty Beauty's Chill Owt Holiday Collection Is Finally Available", "Here's the First Look at Fenty Beauty's #CHILLOWT Holiday Collection", "Rihanna Shows Us How To Use Her New Holiday Collection", "OMG: Fenty Beauty Is Launching a New Concealer With 50 Freaking Shades", "Fenty Is Expanding The Pro Filt'r Foundation Range Here Are All 10 New Shades", "Rihanna Is 'Bout to Be in My Ulta Bag' As Fenty Beauty Hits the Shelves at Beauty Retailer", "Fenty Beauty And Fenty Skin Are Dropping In Africa", "Madison Beer Tapped as Fenty Beauty Ambassador", "Rihanna is marketing her makeup to everyone and it's paying off", "How Fenty Beauty Is Leading the Inclusion Conversation for Black Women", "7 Key Products You Need From Rihanna's Fenty Beauty Line", "Fenty Beauty Earns Third Spot in Earned Media Value", "Rihanna's Fenty Beauty Earned $72 Million and 132 Million YouTube Views in Just the First Month, Proving Inclusion Is Good for Business", "All 90s kids will relate to the hilarious Fenty Beauty Super Bowl advert taking the internet by storm", "Rihanna Releases New Fenty Beauty Super Bowl Ad With Some Controversy", "Who Are The Models in the Fenty Beauty Video? [12] The launch coincided with Rihanna's collaboration with Puma during New York Fashion Week. Rihanna is worth $1.7bn (1.2bn), with an estimated $1.4bn coming from the value of Fenty Beauty. BlameItOnKway's personality shines throughout, and the fun and funny clip is on par with any of the viral posts on his feed. Creation date: 2017 CEO: Robyn Rihanna Fenty Head office: 425 Market Street, 19th Floor, San Francisco, CA 94105 Website: www.fentybeauty.com Identity Get your essentials all in one click by shopping our sets + travel kits. Sometimes, for unfortunate reasons, people can have a skin defect. "The fact that Rihanna was a Black icon acknowledging the struggle for Black women in particular made them love her and her disruptive persona even more. 2005-2020 Labbrand All rights reserved | ICP17001253-3, Fenty Beauty by Rihanna (source: Sephora), 40 Shades from Fenty Beauty (source: Instagram user_badgalriri), Fenty Beauty's holiday collection Chill Owt (source: Allure), Fenty Beauty's vivid eyeliners and lipsticks (source: Instagram user_fentybeauty), Makeups for people of different skin tones (source: ELLE). Fenty Beauty made the case for inclusivity and won. Anything less was deemed apathetic , anything more (brands are still desperately trying to outdo one another, launching 50, 60 and even 100 foundation shades), was celebrated as a trump card. Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features. 2 presented by Amazon Prime Video at the Los Angeles Convention Center, Rihanna accepts the Presidents Award onstage during the 51st NAACP Image Awards, Rihanna celebrates the launch of her fashion line Fenty at Bergdorf Goodman, Everyone Practices Cancel Culture | Opinion, Deplatforming Free Speech is Dangerous | Opinion. Refresh the page, check Medium. Kendo Brands Summer Internship is a paid ($22.00 per hr) ten-week program where you will be focused on an assigned project, while being introduced to and fully integrated into the daily activities of your team. While its clear that this brand stands on an unshakable set of values, it still manages to keep things light with a relatable and lively brand voice, using fun shade names like Fruit Snackz and Mauve Wive$ and products like Full Frontal Mascara. The drive of just a single brand can brighten our minds, and lead to the awakening of a whole industry making real change. Most people buy cosmeticsto improve the way they look. [47], On February 17, 2022, Rihanna announced that Ulta Beauty stores would begin carrying Fenty Beauty products beginning March 6, 2022. "Her team successfully leveraged Rihanna's star power and brand loyalty to launch one of the most successful beauty lines in the world.". This brand stands on a platform of inclusivity, and filled gaps left by other major brands for . Fenty beauty is a cosmetic line that was launched in September 2017 in partnership with one of the top ranking internet retailers in America called Sephora. Your business can still thrive without one. She has no problem responding to doubters and trolls, and Fenty Beauty has followed suit. Fenty Beauty was founded on September 8th, 2017 by musical artist Robyn Rihanna Fenty. Impressive as it might sound, I still maintain that 100 bad foundations whether darker, lighter, in-between shades or all of the above are still 100 bad foundations. Dublin, May 31, 2021 (GLOBE NEWSWIRE) -- The "Behind the Fenty Brand - How Rihanna and LVMH built a Cosmetics, Skincare and Apparel Empire" report has been added to ResearchAndMarkets.com's offering. Personality . Rihanna has drawn some criticism for failing to cast transgender models in Fenty Beauty campaigns. Rihanna leads the charge with her fearless reinvention, bringing to life a unique vision for beauty that is feminine and edgy, individual and inclusive, and always keeps makeup-wearers around the globe guessing. This is the top ten most beautiful actresses in Nigeria for 2020. Forbes - the business magazine that announced she'd become a billionaire - says she owns 50% of . TO RECEIVE AN IN STOCK NOTIFICATION, ENTER YOUR EMAIL ADDRESS AND CLICK 'SIGN UP. And it was clear that diversity was a core value, not an afterthought. Fenty Beauty believes that regardless of race, color, appearance and personality, everyone has the right to use makeup to express his or her understanding of beauty. Save my name, email, and website in this browser for the next time I comment. Especially, people who have skin problems and want to use makeup to cover them may look for natural ingredients to avoid any skin irritation. Keep in mind it may not work for your brand to be sarcastic. Fenty Beauty's ProFiltr Foundation: Twitter. For instance, someone may use a Fenty Beauty product because they want to look like a movie star or a model. Since its launch in September 2017, Fenty Beauty has shaken the entire beauty industry with its dedication to diversity and the eye-popping positive feedback from the market. ", Join half a million readers enjoying Newsweek's free newsletters, Singer and Beauty Guru Rihanna Now Official Billionaire, Eye Doctor Reveals Why You Should Never Apply Eyeliner on Your Waterline, Rihanna attends Savage X Fenty Show Vol. No surprises there: not many of the celeb ranges are natural, considering how most of them focus on providing an impressive range of colours rather than impressive ingredients. When we think about the impact that beauty has on our society, there isnt a word big enough to encompass that impact. The gender-neutral eau de parfum will launch on Fenty Beauty's website on August 10, retailing at $120. . [28], On November 23, 2017, the first Stunna Lip Paint, a red long-wear liquid lipstick, was released, drawing broad enthusiasm. At the same time, the sales miracle it created within a month has stunned many mainstream cosmetics brands, making the inclusivity and diversification movement at the center of it all. Besides her cosmetics brand Fenty Beauty, one of the projects was the launch of Fenty Fashion in partnership with LVMH.The partnership made her the first Black woman to launch a luxury line with . Fenty Beauty Precise Definition Brush 220. if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[728,90],'amplifyxl_com-banner-1','ezslot_9',198,'0','0'])};__ez_fad_position('div-gpt-ad-amplifyxl_com-banner-1-0');There are many different reasons why someone would buy cosmetics from Fenty Beauty. The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". Here are three beauty brands that are masters of their identity. [59], Fenty Beauty has embraced makeup use across gender lines,[60] producing an ad in March 2018, called "My Fenty, My Mood", in which Instagram star and comedian Kway plays his comic character Titi promoting the brand. The personality behind the brands especially Savage X Fenty is of someone who is fierce , powerful and owns her sexuality. The Pro Filtr Instant Retouch Setting Powder (setting powder product) was also released in eight translucent shades, as well as a series of beauty tools, including Powder Puff Setting Brush 170, Precision Concealer Brush 180, and Lil Precision Makeup Sponge Duo 105. The cookie is used to store the user consent for the cookies in the category "Analytics". Once we understand a consumers root reasons for using cosmetics, then we need to ask ourselves why they buy Fenty Beauty when there are numerous other cosmetics brands out there like Glossier, Estee Lauder, LOreal, Mac Cosmetics and Bobbi Brown, just to name a few. It's one of the hottest brands on this list and has made headlines for a wide range of foundation tones and shades perfect for almost all skin types. Much like its founder, Fenty Beauty is witty and sarcastic on social media. The brand reportedly made $100m in just over a month, Time magazine named it one of the 25 Inventions of the Year, and what is now known as the Fenty Effect took hold. Weiss stated, As I interviewed hundreds of women, I became more and more aware of how flawed the traditional beauty paradigm is. [52] Faces of the initial Fenty Beauty campaign included Slick Woods, Halima Aden, Leomie Anderson, Indyamarie Jean, Paloma Elsesser, Selena Forrest, Camila Costa, and Duckie Thot. Fenty's Digital Launch. The Hydra Vizor formula is global, but every country has different regulations about how sunscreen is sold. Glossier takes time to include their tribe in the discussion when developing new products and it has paid off in the form of meteoric success. Since Fenty Beauty launched in 2017, it has completely changed the cosmetic industry setting new standards, breaking down barriers, and proving old ways of thinking were really just excuses. You arent likely to forget any of them any time soon! It has the most African-American and Hispanic shoppers, along with a good base of. Fenty Beauty is building a new beauty empire. ", Gabriel also believes Rihanna got the timing right, launching one year after Beyonc's visual album Lemonade, which she says: "did a lot for the trend towards unapologetic individuality for Black women, rather than trying to measure up to a Eurocentric standard of beauty. This was September 2017, outside Harvey Nichols in Knightsbridge a time before social distancing was etched into our consciousness. Her vision, above all, is to inspire: Makeup is there for you to have fun with. Fenty Beauty Full Frontal Volume, Lift & Curl Mascara Most mascaras can't do it all. In July 2020, LVMH-owned beauty brand Fenty Beauty has unveiled its first-ever skincare range, Fenty Skin. The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. The Pro-Filt'r Soft Matte Longwear Foundation has been both an Allure Readers' Choice and Vogue Beauty Awards winner and remains one of Fenty's best-selling products on Sephora. Published on February. if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[728,90],'amplifyxl_com-large-mobile-banner-2','ezslot_17',600,'0','0'])};__ez_fad_position('div-gpt-ad-amplifyxl_com-large-mobile-banner-2-0');Some consumers like to use makeup to cover up skin defects or blemishes. Some of the most obvious proof came when the darkest shades of Fenty Beauty foundations sold out first. Its a way to relax and escape from the everyday stressors of life. They want to be seen as someone who can afford to buy the best and most popular products on the market. Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. It's hard to find the Goldilocks of mascaras, but this gives her a run for her money. By clicking Accept All, you consent to the use of ALL the cookies. There are of course still brands who dip their toes in the water, yet to fully commit, persisting with a thoroughly inconsistent approach to their inclusivity strategy. If theyre not happy about a blemish or a wrinkle, they will use cosmetics and try to hide or disguise it. Scarred by my previous encounters, my first foray into Fenty Beauty was ordering a lipstick (Stunna Lip Paint in Uncensored) and a highlighter (Killawatt) online, bypassing the hundreds of people queuing for their personal sessions outside Harvey Nichols, Londons department store that stocks the brand exclusively. [55], In February 2018, Fenty Beauty released an ad featuring rapper Saweetie that showed a group of women getting ready to attend the Super Bowl. She has no problem responding to doubters and trolls, and Fenty Beauty has followed suit. Now? [3] Previously, she had collaborated with MAC Cosmetics,[4][5] as well as released 10 fragrances via Parlux Ltd,[6][7][8] but Fenty Beauty was her first solo cosmetics brand. These cookies will be stored in your browser only with your consent. Popular for its broad inclusivity across various skin tones, its Pro Filt'R foundation became high-demand upon first release. Last month Rihannas new makeup line exceeded expectations at its launch and has since dominated conversations on social media. Launched by Rihanna, the brand was widely anticipated and thus the retail concept needed to live up to expectation and leave a lasting . "Inclusivity and diversity should be the main drivers for any brand no matter the industry. $20.00 - $50.00 Reg. It should never feel like pressure. Since Fenty Beauty's launch, it has continued to win acclaim for its foundation. About KendoKendo Holdings, Inc. is a San Francisco-based beauty brand developer and wholesalerSee this and similar jobs on LinkedIn. [71], According to Bernard Arnault, chairman and chief executive officer (CEO) of LVMH, Fenty Beauty's sales reached almost 500 million euros ($573 million) by the end of 2018. Watch her videos for ultra-helpful darker skin makeup. UOMA Beautys ultimate goal of creating a world of beauty that truly is for all of us is obvious from the moment you land on the website. Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet. It offers buildable light-to-medium coverage, can be . Adesua Etomi is a Nigerian actress, model, and television personality who has appeared in films and television shows in Nigeria. Fenty Beauty By Rihanna Pro Filt'R Soft Matte Powder Foundation. That's the real reason I made this line." Now, we have all come across situations where we were unable to find our foundation shade. [58] Soon after Rihanna released her line, other brands such as Make Up For Ever and L'Oral started ad campaigns aimed at women of color. This too leads to some consumers trying out a product from Fenty Beauty. In fact, as an industry we have barely touched the sides. Dont have a personal brand? 9 New Shades! Straight forward product names like Brow Flick, Lash Slick, and Perfecting Skin Tint, are consistent with the brands down-to-earth, minimalist, but cool-girl personality. Rihanna created Fenty Beauty makeup for all skin colors, all undertones, from all countries. Which is more than can be said of the days before Fenty Beauty. 58.16 . In some ways Fenty was a natural extension of that attitude. She also credits the brands embracing models of color and makeup across genders for its skyrocketing popularity. Ironically, African-American women spend an estimated $7.5 billion annually on beauty products but have continuously found themselves underrepresented in beauty campaigns and often struggle to find makeup for their skin tones. You don't have to be all the same, all the time. said Brazilian model Camila Costa in a short clip posted by Fenty Beauty, which perfectly expresses the brands core concept. The Internet Is Obsessed with the Campaign's Diverse Stars", "I Was a Male Makeup Virgin Until Rihanna Came into My Life", "@blameitonkway talks about his insane fenty commercial", "Fenty Beauty's Latest Ad Celebrates Men Wearing Lipstick", "Daniel Kaluuya Wore Fenty Foundation on the Oscars Red Carpet", "Get Out Star Daniel Kaluuya Had a Little Help From Rihanna for the Oscars Red Carpet", "Black Panther's Daniel Kaluuya Wore Fenty Beauty to the Oscars and We're Shook", "Rihanna Speaks Out Against Brands for Exploiting Trans People as 'a Convenient Marketing Tool', "Why 2017 was the year of the beauty mogul", "Fenty Beauty's Foundation Just Called Out Some Major Beauty Bullshit", "Sephora Is Bringing Shade to the Make-Up Industry", "LVMH Reports Fenty Beauty Revenues Hit 500 Million Euros in 2018", "#LVMH remarks on incredible success of #FentyBeauty in 2018 that achieved 500 million euros in sales", "How Rihanna Created A$600 Million FortuneAnd Became The World's Richest Female Musician", "Fenty's Fortune: Rihanna Is Now Officially A Billionaire", "Rihanna's Fenty Beauty Named One of Time Magazine's Best Inventions of 2017", "fenty beauty named one of TIME's best inventions of 2017", "Fenty Beauty Was Just Named 1 of Time's Best Inventions of 2017", "Fenty Beauty Was Named One of TIME's 25 Best Inventions of 2017", "Rihanna's Fenty Beauty is one of Time's best inventions of 2017", https://en.wikipedia.org/w/index.php?title=Fenty_Beauty&oldid=1142466274, This page was last edited on 2 March 2023, at 15:07. Fenty Beauty + Fenty Skin are paraben-free (and phthalate-free, too). Photo: Fenty Beauty Weibo. Fenty Beauty launched initially with just makeup in 2017. Built on inclusivity, the flagship product became its Pro Filt'r foundation, launching in 40 shadesthe most of any mainstream beauty brand at the time. Fenty Beauty by Rihanna on Twitter (new window), Fenty Beauty by Rihanna on Facebook (new window), Fenty Beauty by Rihanna on Youtube (new window), Fenty Beauty by Rihanna on Instagram (new window), https://www.lvmh.com/houses/perfumes-cosmetics/fenty-beauty-by-rihanna/, We just ICONS livin with our lips rich, whipped and plush AF. if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[728,90],'amplifyxl_com-large-leaderboard-2','ezslot_11',195,'0','0'])};__ez_fad_position('div-gpt-ad-amplifyxl_com-large-leaderboard-2-0');In fact, people who want to relax and pamper themselves are an importantsegment of the beauty market. By using the 4-Facets of Brand Positioning, lets take a look at Fenty Beautythis boundary-breaking icon. In my book Palette, The Beauty Bible for Women of Colour, I talk about the Biscuit Experience. When these three components are well-defined and carried out consistently through every element of a brand down to the last details, the impact is often profound and immeasurable. "Rihanna's success with Fenty is pure genius from both a branding and PR perspective," PR expert Brenda Gabriel tells Newsweek. Fenty Beauty is a well-known cosmetics brand founded by popular singer Rihanna in 2017. It was the first time underrepresented were featured in a fashionable beauty campaign. Founded by Nigerian-born, LA & London based Sharon Chuter, UOMA (pronounced uh-mah) has a bold, rebellious, and innovative personality that is magnetic and unforgettable. Select sale items. According to BoF, Rihannas Fenty Beauty range did nearly 500 million in its first full year in business, which has outsold its biggest rival Kylie Cosmetics. There are others that sell themselves as champions of diversity, and yet the second an image of a darker-skinned model on their Instagram feed doesnt rack up the likes, they resort back to a homogenous sea of white. From packaging design to formula and shade development, she is intimately involved in every aspect of the brands creation, and always will be. The music star's goal wasn't just to start up a beauty brand but one so unique that it would positively change the beauty industry. 52.02 . Twitter Is Roasting KKW Beauty Over Their Latest Fenty Beauty-Inspired Campaign", "Benefit is launching a new 'Hello Happy' foundation", "Red lipstick lovers are going to *need* Fenty Beauty's new lip paint, so make room in your collection", "13 Women-Run Beauty Brands You Need To Know About", "Pourquoi on est toutes fans du Stunna Lip Paint de Fenty Beauty? (Brand as a Person) '' . "It would complete the beauty range and be a brand that covers all areas of beauty and hair care. The impact generated by the brand is far beyond our imagination: not only on product innovation, but also on reshaping the consumers mindset and the whole industry. In 2021, a person should be able to shop without questioning if the brands cater to their skin tone. #1 Fenty Beauty: Breaking the mold with universal shades. Her most prominent goal is to inspire. There is no uniform standard for beauty and people should voice for themselves in their unique way. [6] Women's Wear Daily reported that LVMH may have paid $10 million (USD) for the agreement, which followed on Kendo deals to produce Marc Jacobs Beauty and Kat Von D Beauty lines. Privacy Policy | Cookie Policy | Terms of Use, 15 Designer Brands Like Alamour the Label For Women, Consumers who would like to smell good and feel attractive, Consumers who would like to relax and pamper themselves, Consumers who would like to express their individuality, Consumers who will use cosmetics under peer pressure, Consumers who buy Fenty Beauty as a status symbol, Consumers who use makeup to hide skin defects. $25.00. Her vision, above all, is to inspire: "Makeup is there for you to have fun with. It encourages the whole beauty industry to be pushing towards being more inclusive and diverse regardless of complexion and gender. And if the singer . When Rihannas Fenty Beauty line was announced in September 2017, I knew it marked the beginning of a dramatic sea change. And by segmenting the marketbased on need, cosmetic companies like Fenty Beauty are able to create loyal customers who will return to their brand time after time. Fenty Icon Velvet Liquid Lipstick 5 shades The MVP Quick Shop $29.00 HALFTIME APPROVED Invisimatte Instant Setting + Blotting Powder Add To Bag $36.00 BACK IN STOCKBESTSELLER GONE VIRAL Gloss Bomb Heat Universal Lip Luminizer + Plumper 6 shades Hot Chocolit Heat Quick Shop $26.00 RIHANNA'S REAL-LIFE METHOD Fenty Face: Build Your Own 4-piece Bundle How do you calculate working capital for a construction company? Contact us: 9a-5p, M-F | 134 Mary Gates Hall | Seattle, WA 98195 | (206) 543-0535 tel | askcic@uw.edu The Division of Student Life acknowledges the Coast Salish people of this land, the land which touches the shared waters of all tribes and bands within the Suquamish, Tulalip, and Muckleshoot Nations. Popstar-turned-beauty mogul Rihanna has now been declared a billionaire. The cosmetics line launched with 40 foundation shades for customers of all skin tones. This was the launch of Fenty Beauty. To date in China, freckles and tanning are an acquired taste, which might also explain why Naomi Wang only represents Fenty Face, instead of standing shoulder to shoulder with Chinese . Fenty Beauty connected emotionally with women who had long been treated as though they didnt exist by the beauty industry. While other brands struggle to be inclusive, Rihanna did it right out of the gate. Your email address will not be published. For too long, makeup counters were inhospitable places for women (and men) of color, such as myself. Rihanna is known for her confidence, sex-appeal, and outspokenness. Many people use makeup to make a statement about how they feel or what they think. To revisit this article, visit My Profile, then View saved stories. Starting with cleanser, toner and moisturizer she launched Fenty Skin to create amazing products that really work, that are easy to use, and everyone can get in on.. Todays work work work features Rihannas makeup brand - Fenty Beauty. Reply HELP for help or STOP to opt-out. [63] Time magazine described him as looking "luminous";[64] in the UK edition of The Huffington Post, Patricia Ekall said his "dewy glow brought the "no-makeup-makeup look" to another level. [69] The launch also helped raise LVMH's cosmetic and perfume sales for the third quarter of 2017 by 17%. Created by Rihanna with her vision thats always ahead of the game, Fenty Beauty redefines the rules with light-as-air formulas that love to be layeredin a global lineup of shades designed for all. I look up and a girl is staring at me from across the room. The first launch included only 4 products: an all-purpose balm, a facial mist, a sheer skin tint, and a moisturizer. The cookie is used to store the user consent for the cookies in the category "Performance". She has had many things in the works as of . Even as a beauty editor, for so long the only person of colour at press launches, I remember the burn of shame I would feel at foundation launches where there were no shades for me. Since Fenty Beauty launched in 2017, it has completely changed the cosmetic industry setting new standards, breaking down barriers, and proving old ways of thinking were really just excuses. Get the details and sign up for the wait list here or just email me at tiffanie@copyfoxx.com. "Makeup should cater to everyone regardless of your skin tone or gender.". Fenty has been at the forefront of the cosmetic industry since its launch. Nyma Tang Tang might be best known for modeling Fenty Beauty 's deepest shade, but she's proved she's much more than just a pretty face. Your brands value lies in its ability to harness its uniqueness and promote it accordingly. " Fenty Beauty was created for everyone: For women of all shades, personalities, cultures, and races. They either lengthen but not volumize or volumize but don't separate. [62] In response, she invoked a desire to avoid tokenism and respect privacy, stating: "worked with many gifted trans women throughout the years. Fenty Eau de Parfum + Scarf Wrap Set, EXCLUSIVE! While its definitely not the place for the full-face, full-coverage crowd, the refreshing thing is that no bashing of the latter can be found. [34], "Rihanna trademarks her name for use on a clothing empire", "5 Reasons Why Rihanna's Fenty Beauty Was Named One of TIME's Best Inventions of 2017", "Rihanna's New MAC Line Hit Stores Today, and It's Already Flying off the Shelves", "LVMH Signs Rihanna to Create a Makeup Brand", "Rihanna Rogue perfume ad restricted due to 'sexually suggestive' image", "Rihanna unveils her first ever men's scent: Rogue Man", "Is It New York Fashion Week? From a quick scroll of their website and IG, the vibe is definitely clean, simple, and fresh. However, Fenty Beautys emphasis on inclusivity makes it different. . Rihanna and Fenty Beauty didn't just slap their brand logo on the screen - they tailored their messaging to appeal to their target market and injected personality and humour into their marketing . Forty shades became the new standard. [68], Within one month of release, Fenty Beauty's sales were valued at $72 million,[69] and sold-out products widely reported, with darker shades of foundation particularly in demand (shoppers noted even testers were often gone from stores. Buy items now and pay later - in 4 payments, with no additional fees when you pay on time. She tells me that she feels inspired. Artist and entrepreneur Rihanna, who also founded Fenty Beauty and Savage X Fenty, first started working with the athletics brand in 2015.