Fenty Beauty

Fenty Beauty is an American beauty brand founded in 2017 by Rihanna. Under the trademark, high-quality cosmetic products are produced: lipsticks, primers, tonal foundations (more than 40 shades), highlighters, lip gloss, brushes and sets. Fenty Beauty—its name comes from Rihanna's full name, Robyn Rihanna Fenty.

Rihanna, owner of Fenty Beauty

About company.

The Fenty Beauty brand is owned by Kendo, which in turn is part of the LVMH concern. (With Fenty, Rihanna was the first woman to create an original brand at LVMH, among the likes of Dior, Givenchy, Celine and Fendi.)

Singer Rihanna announced plans to create a trademark back in 2015. Product development lasted almost 2 years, the first brand products were released in September 2017.

Fenty Beauty

Rihanna decided to create her line of cosmetics Fenty Beauty after years of experimentation with the best of the best products in the field of beauty. Rihanna was acutely aware of the void in the field of products that work on all skin types and tones. She created her makeup line for everyone, regardless of age, skin type and tone, lifestyle, cultural and religious beliefs, focusing on a wide range of skin tones that have traditionally been difficult to match, creating formulas that work for all skin types. , and pinpointing universal shades.

Fenty Beauty Gloss Bomb Cream Color Drip Lip Cream

The formulas of Fenty Beauty cosmetic products are very light, they are designed in such a way that they do not feel on the skin, while the coverage can be adjusted from medium to dense. The unique formulas of tonal foundations allow the skin to look as natural as possible: "skin should look like skin."

In the US, the line launched in stores and on the Sephora website, as well as on the Fenty Beauty website.

In the UK, FB was originally exclusive to Harvey Nichols department stores, until it was announced in May 2019 that the line would also become available in Boots UK's high street pharmacies.

Fenty Beauty products have received international recognition for their wide range of shades on offer, notably the inclusion of darker shades in the first 40 and then 50 different colors for their Pro Filt'R, bridging a long criticized gap in the beauty industry's offerings for black and other women of color.

Fenty Beauty products

What products does Fenty Beauty have?

In addition to the aforementioned 40 foundation shades, there's also lip gloss, brushes, blotting papers, primer, contour sticks, mattifying powder, a sponge and a whole host of glimmery, glittery, mesmerizing highlighters that will help you physically manifest Rihanna's concept of shining bright like a diamond.

Fenty Foundation

In its first month of existence, the Fenty Beauty brand recorded $72.0 million in earned media value (an indicator of marketing success), outperforming some other established brands such as Kylie Cosmetics, Benefit Cosmetics, Urban Decay, KKW Beauty and NYX.