Fenty Beauty An American cosmetics brand created in 2017 by singer Rihanna Date of Birth: . Country: USA

1. Fenty Beauty: A Revolutionary Makeup Brand
2. Early Beginnings and Collaborations
3. Partnership with LVMH and Inclusive Mission
4. Launch and Global Expansion
5. Critical Acclaim
6. Male Use and Marketing
7. Commercial Success
8. Awards and Recognition

Fenty Beauty: A Revolutionary Makeup Brand

In 2017, iconic singer Rihanna debuted Fenty Beauty, an American cosmetics brand that quickly gained recognition for its inclusive shade ranges.

Early Beginnings and Collaborations

Rihanna's foray into cosmetics began in June 2014, when she trademarked her surname for use in a range of products. In collaboration with MAC Cosmetics and Parlux Ltd, she released fragrances and collaborated on makeup lines. However, Fenty Beauty marked her first solo cosmetics venture.

Partnership with LVMH and Inclusive Mission

Rihanna partnered with luxury conglomerate LVMH in 2016 to launch Fenty Beauty through LVMH's Kendo division. Kendo specialized in producing white-label cosmetics for the beauty retailer Sephora, a subsidiary of LVMH. Rihanna's primary mission was to create a makeup line that catered to all skin tones, addressing the lack of representation for darker complexions in the beauty industry.

Launch and Global Expansion

Fenty Beauty launched in September 2017 in the United States through Sephora stores, the Fenty Beauty website, and in select Harvey Nichols department stores in the United Kingdom. By 2019, the brand had expanded to over 15 countries worldwide, including Saudi Arabia, a rapidly growing market for cosmetics.

Critical Acclaim

Fenty Beauty received international praise for its extensive shade range, particularly its initial 40-shade Pro Filt'r foundation. This addressed a long-standing criticism of the cosmetics industry's lack of inclusivity for women of color. Subsequent product launches from other brands were often compared to the new standard set by Fenty Beauty.

Male Use and Marketing

In 2018, Academy Award nominee Daniel Kaluuya appeared on the Oscars red carpet wearing Fenty Beauty Pro Filt'r foundation, sparking a conversation about male use of makeup. Fenty Beauty's marketing strategy has been praised for its inclusivity and willingness to challenge traditional beauty norms.

Commercial Success

Within the first month of its launch, Fenty Beauty generated $72 million in earned media value, surpassing well-known brands like Kylie Cosmetics and Urban Decay. By the end of 2018, sales reached nearly €500 million ($573 million). In 2018, after 15 months of operation, Fenty Beauty was valued at $3 billion, with LVMH holding a 50% stake.

Awards and Recognition

Fenty Beauty was named one of Time magazine's 25 Best Inventions of 2017. It also won the WWD Beauty Inc Award for Launch of the Year in the Prestige category. These accolades recognize the brand's commitment to inclusivity and its impact on the beauty industry.