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Fenty Beauty

“Beauty for All”

Metrics

Leadership

Sustainability

CSR & Impact

Talent/People/Culture

Innovation

Digital Transformation

Economic Priorities

  • Worldwide
  • Beauty
  • 425 Market Street, 19th Floor, San Francisco, CA 9410
  • Active
  • Founder CEO Rihanna
  • Cosmetics and Fragrance
  • Beauty For All
  • Worldwide
  • Subsidiary
  • Rihanna
  • September 8, 2017

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Summary

Fenty Beauty by Rihanna, launched in 2017, quickly rose to prominence for its groundbreaking approach to inclusivity in the beauty industry, debuting with an extensive foundation range of 40 shades to cater to diverse skin tones. In 2021, Fenty Beauty solidified its place within the luxury beauty market when it became part of LVMH (Moët Hennessy Louis Vuitton). This acquisition underscored LVMH’s recognition of Fenty Beauty’s potential for continued growth as a leader in modern, inclusive beauty.

Fenty Beauty headquarters

Fenty Beauty is headquartered in San Francisco, California, United States.

When was Fenty Beauty founded?

Fenty Beauty was founded in 2017 by global music icon Rihanna, in partnership with LVMH’s Kendo Brands. The brand was established out of Rihanna’s desire to create a makeup line that would be inclusive of all skin tones and types, addressing a significant gap in the beauty industry where many consumers. The development of Fenty Beauty took over two years, with Rihanna closely involved in the formulation and shade selection process. The launch was groundbreaking, featuring the Pro Filt’r Soft Matte Longwear Foundation with 40 shades, an unprecedented move at the time that set a new industry standard for diversity and representation. Fenty Beauty’s innovative approach resonated with consumers globally, positioning it as a trailblazer in the beauty industry.

Fenty Beauty’s logo features a minimalist, modern design that reflects the luxury beauty brand’s inclusive ethos. The logo consists of the brand name “Fenty Beauty” written in a clean, bold sans-serif typeface, often displayed in uppercase letters. The logo is usually presented in black or white, aligning with the brand’s sophisticated aesthetic. This simple yet impactful design underscores the brand’s focus on quality and universality, emphasizing that the products are accessible and appealing to a diverse audience. The straightforward nature of the logo complements the brand’s image of elegance and innovation in the beauty industry.

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 and refining her go-to makeup technique, testing it backstage, on stage and in real life.

Following a collaboration with MAC Cosmetics and Parlux Ltd. Rihanna still felt a void in the industry for beauty products that enhanced all skin types and tones. So, she developed her own line of beauty products 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.

“Makeup is there for you to play with. It’s there for you to have fun with. it should never feel like pressure and it should never feel like a uniform.” Rihanna, Founder- CEO and Owner of Fenty Beauty said on its official website.

The first-ever global beauty launch in history, Fenty Beauty by Rihanna premiered simultaneously online and in 1,620 stores in more than seventeen countries. From packaging design to formula and shade development, Rihanna is intimately involved in every aspect of the brand’s creation and always will be. The launch on September 8, 2017 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.” The initial products released by Fenty Beauty were seen as reasonably priced, following Rihanna’s approach to her fragrance releases.

Per British Vogue: “… opening gambit was a forty-strong foundation range… that included shades for everyone and a marketing campaign that was as diverse as they come… Fenty Beauty connected emotionally with women who had long been treated as though they didn’t exist by the beauty industry. It not only highlighted the importance of being seen, it proved to the industry that women of colour have huge spending power and that black can and does sell. Some of the most obvious proof came when the darkest shades of Fenty Beauty foundations sold out first.”

In February 2018, Fenty Beauty released an advertisement featuring rapper Saweetie that showed a group of women getting dressed to attend the Super Bowl. Rihanna also performed at the 2023 Super Bowl Halftime Show where she featured Fenty Beauty to touch up her makeup. The feature reportedly earned the brand $5.6 million within a record twelve hours! In sync with the product line, Fenty Beauty featured models of color. 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. What’s more, Fenty Beauty did make a post on Instagram with transgender model Rose Montoy and subsequently partnered with transgender model and social media influencer Emira D’Spain.

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’s retailing in over fifteen countries. It is an understatement to say that Fenty Beauty changed 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

Fenty Beauty, founded by global icon Rihanna, was created with a vision to redefine the beauty industry by championing inclusivity and diversity. At the heart of the brand’s vision is the belief that beauty should be accessible to everyone, regardless of skin tone or type. From the very beginning, Fenty Beauty revolutionized the makeup world by offering a groundbreaking 40-shade foundation range, ensuring that people of all skin colors could find their perfect match. This approach not only filled a long-standing gap in the beauty industry but also sent a powerful message that everyone deserves to feel represented and celebrated.

Fenty Beauty’s vision extends beyond just product offerings; it is about fostering self-expression and confidence. The brand encourages people to embrace their unique beauty and break away from traditional beauty standards. Through bold and innovative product launches, like highlighters in vibrant colors and versatile lip shades, Fenty Beauty empowers individuals to experiment with makeup and express their personalities. Rihanna’s goal with Fenty Beauty was to create a brand that pushes boundaries, challenges norms, and inspires creativity, all while making people feel confident and beautiful in their own skin.

Moreover, Fenty Beauty envisions a future where beauty is not just inclusive but also innovative and sustainable. The brand is committed to developing high-quality, cruelty-free products that align with ethical values. Through its continued innovation and expansion into new product categories, Fenty Beauty aims to lead the beauty industry toward more responsible practices. By combining inclusivity, creativity, and sustainability, Fenty Beauty not only sets trends but also strives to create a lasting impact on the beauty world, making it more reflective of the diverse individuals who use its products.

Mission Statement

Fenty Beauty was founded by pop star Robyn Rihanna Fenty with a strong focus on inclusivity and diversity in the beauty industry. Rihanna’s inspiration came from her desire to create products that enhance all skin types and tones. She collaborated with MAC Cosmetics and Parlux Ltd. but still felt there was a gap in the market for inclusive beauty products and partnered with LVMH to create Fenty Beauty.

The brand’s mission is to make makeup an empowering and enjoyable experience for everyone, with a beauty line that is inclusive, accessible, and empowering for everyone, regardless of their skin tone, type, or style. Founded by Rihanna, the brand was designed to fill a gap in the beauty industry, where people of all skin colors can find products that truly match their complexion. With its wide range of shades and versatile offerings, Fenty Beauty aims to redefine beauty standards by ensuring that everyone feels seen, represented, and celebrated. The brand’s mission is not just about selling makeup, but about empowering individuals to embrace their unique beauty and express themselves with confidence.

In addition to inclusivity, Fenty Beauty is committed to innovation and quality. The brand prioritizes creating high-performance, cruelty-free products that push the boundaries of creativity while maintaining accessibility. By continuously expanding its offerings and developing new, trendsetting products, Fenty Beauty sets out to revolutionize the beauty industry while promoting self-expression and individuality. The ultimate goal of Fenty Beauty is to inspire people around the world to feel beautiful in their own skin, no matter who they are or where they come from.

Products and Services

Fenty Beauty is renowned for its groundbreaking approach to inclusivity, especially through its foundation line, which launched with an unprecedented 40 shades and now includes 50, catering to a wide range of skin tones. This approach set a new standard in the beauty industry, ensuring that people of all complexions can find their perfect match. In addition to foundation, Fenty Beauty offers a wide array of complexion products such as concealers, setting powders, and primers, all designed to deliver flawless, long-lasting coverage. The brand’s dedication to quality is evident in the high-performance formulas that are both lightweight and full-coverage, making them ideal for diverse skin types and preferences.

Beyond its iconic complexion products, Fenty Beauty also offers a diverse selection of color cosmetics that allow users to experiment and express their individuality. From bold highlighters and versatile eyeshadow palettes to lipsticks in a spectrum of shades, the brand encourages creativity and self-expression. Products like the Killawatt Freestyle Highlighter and Gloss Bomb Universal Lip Luminizer have become cult favorites for their high-impact finishes and universally flattering colors. Fenty Beauty’s offerings are designed to inspire beauty lovers to play with color and texture, while always staying true to the brand’s commitment to inclusivity and innovation.

In terms of services, Fenty Beauty extends its customer experience beyond products by offering personalized consultations and tutorials, both online and in stores. Through virtual try-on tools, detailed product guides, and makeup tutorials, Fenty Beauty ensures that customers can find the right products for their needs and learn how to use them with confidence. In select locations, Fenty Beauty offers in-store makeup consultations, where customers can receive expert advice tailored to their individual complexion and preferences. These services reflect the brand’s commitment to making beauty accessible and inclusive for everyone, offering guidance and support to enhance each person’s beauty journey.

Awards and Recognition

Fenty Beauty has been widely recognized as a revolutionary force in the beauty industry since its launch in 2017 by global superstar Rihanna. The brand’s groundbreaking approach to inclusivity set a new standard in the makeup world, particularly with its Pro Filt’r Soft Matte Longwear Foundation, which debuted in an unprecedented 40 shades to cater to a broad range of skin tones. This move spotlighted the need for more diversity in beauty products and inspired other brands to expand their shade ranges. The response to Fenty Beauty’s inclusive product line was overwhelmingly positive, earning the brand accolades such as the Allure Best of Beauty Award and recognition from prestigious fashion and beauty publications.

Fenty Beauty’s success has gone beyond industry awards, gaining a loyal customer base that values the brand’s commitment to celebrating all skin types and colors. Its innovative launches, including products like the Killawatt Freestyle Highlighter and Gloss Bomb lip luminizer, have become cult favorites, celebrated for their universal appeal and high performance. The brand’s ethos of inclusivity and high-quality formulation has solidified its position as a trendsetter, reshaping how diversity is approached in the beauty market. Its influence has been so impactful that Fenty Beauty was named one of Time magazine’s best inventions of 2017, highlighting its profound effect on the industry and the broader cultural shift toward more inclusive and representative beauty standards.

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