2025-07-30
Rihanna, a world-famous pop star, who enjoyed her golden era from the 2000s to the 2010s, continues to make her mark on the world in the 2020s—not through music, but in her own unique way.
It is none other than her brand, Fenty Beauty.
In 2017, following her last studio album Anti (as of 2025), which was released in 2016, she founded her own beauty brand, Fenty Beauty.
Her beauty brand was born from her idea of creating more inclusive makeup products for all skin tones. She partnered with LVMH to develop and launch the brand in 2017, and as she envisioned, she focused on developing foundation shades that cater to a wide range of skin tones and emphasized diversity in marketing.
Fenty Beauty successfully debuted with 40 foundation shades, a move that was revolutionary at the time. Along with its distinctive approach to diversity marketing, the brand’s philosophy was built on “Beauty for All,” which marked the successful launch of a new and rising beauty brand.
Unique Branding Through Diversity: The Rise of the Brand
The success of her brand was driven by its unique branding focused on “diversity.” With unprecedented inclusivity marketing, it sensationally broke the internet, and her foundation shades, particularly those focusing on deeper skin tones, captured the beauty industry’s attention. This strategy of launching such diverse shade ranges was later coined the “Fenty Effect,” influencing the shade ranges of many brands that followed.
Of course, the success of the brand did not come solely from its inclusivity marketing. Rihanna’s genuine passion as the creator of Fenty Beauty was a key factor in its success. Backed by her already global influence and name recognition, the brand received tremendous publicity simply by entering the market.
In addition to Rihanna, many celebrities in Hollywood have launched beauty brands under their own names, with notable examples including Selena Gomez, Hailey Bieber, and Kylie Jenner.
Fenty Beauty, in addition to its iconic Pro Filt’r Soft Matte Longwear Foundation, which is known for its wide range of shades, successfully solidified its position in the market by launching a variety of other products. These include its signature Gloss Bomb Universal Lip Luminizer, as well as a broader range of cheek and lip products.
As of 2024, Fenty Beauty reportedly generated $602 million in annual revenue, making it the highest-earning beauty brand of the year. Since its launch in 2017, co-owners Rihanna and LVMH have doubled the brand’s revenue by 2022.
The Future of the Brand
Fenty Beauty is not just a brand that enjoyed a fleeting viral moment; it has firmly established itself through unique branding and innovative marketing strategies. Moving forward, the brand aims to continue its innovation in inclusivity, with potential expansions into emerging markets like Africa and virtual cosmetics experiences in the metaverse.
Known for its inclusivity, especially for darker skin tones, Fenty Beauty plans to expand its market into a growing African beauty market. Additionally, with the rising importance of virtual experiences, Rihanna is exploring the introduction of virtual cosmetics and hair care products, signaling a move into the metaverse. These virtual products will be offered as NFTs and downloadable goods in online worlds, allowing consumers to design and customize their own products in virtual labs.
Fenty Beauty has already made a mark in retail distribution through partnerships with Ulta Beauty and Sephora, and it plans to expand its global presence with concept stores in markets like China and other international retail stores.
With its distinct branding, unprecedented marketing approach, and innovative ideas, combined with the powerful promotion of a celebrity, Fenty Beauty is set to remain a trendsetter well into the future.
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