When Rihanna launched Fenty Beauty in 2017, the beauty world shifted on its axis. Up until then, inclusivity in makeup had often been a marketing buzzword, not a true brand value. But with the launch of 40 foundation shades (a number that has since grown), Rihanna didn’t just disrupt the industry—she set a new standard.
The Celebrity Brand Landscape Before Fenty
Celebrity beauty brands are nothing new. From Jessica Simpson’s edible cosmetics to Kylie Jenner’s lip kits, stars have long leveraged their fame to move products. But most celebrity brands followed a formula: a known face, flashy packaging, and average products. They thrived on celebrity hype rather than substance.
Rihanna saw the gap. She understood not only the business of beauty but the emotional resonance of being seen. Her global fanbase of women of color—many of whom had never found foundation in their shade—felt ignored by mainstream beauty. Rihanna flipped the script.
“I never could have anticipated the emotional connection women would have to finding their perfect shade,” Rihanna said in a 2018 interview. “It’s more than makeup—it’s about representation.”
Fenty Beauty’s Core Mission: Inclusion
At its core, Fenty Beauty was created with “Beauty for All” in mind. Unlike traditional lines that prioritized lighter skin tones, Rihanna focused on creating a balanced and inclusive range that began with deeper shades and extended across the spectrum.
Her launch of Pro Filt’r Soft Matte Longwear Foundation in 40 shades instantly became a viral moment. Makeup artists, influencers, and everyday consumers flooded social media with praise, unboxing videos, and testimonials. What set it apart wasn’t just the shades—it was the formula, finish, and performance.
This wasn’t a vanity project. Rihanna was deeply involved in product development, often flying to labs between world tours and product testing on herself.
“Rihanna didn’t just lend her name—she led the charge,” says Hector Espinal, Global Makeup Artist for Fenty Beauty. “She asked questions scientists weren’t used to answering. She was hands-on every step of the way.”
LVMH + Rihanna: A Powerful Partnership
Fenty Beauty is not just Rihanna’s brand—it’s a partnership with luxury conglomerate LVMH (Moët Hennessy Louis Vuitton). This was a strategic move. Rihanna wanted access to elite formulation labs, global distribution, and the brand credibility LVMH could provide.
Under Kendo Brands, an LVMH subsidiary, Rihanna was able to develop a company that married prestige-level products with mass-market accessibility. Her launch at Sephora, also under the LVMH umbrella, guaranteed premium visibility and access to makeup lovers across the world.
By 2018, Fenty Beauty had generated over $550 million in annual revenue—a stunning figure for a company just over a year old.
Marketing Strategy: No Filters, No Apologies
Rihanna’s marketing genius is subtle but powerful. She doesn’t rely on the typical celebrity plug. Instead, she builds community and authenticity.
- Unretouched models in every shade.
- Instagram tutorials by real users.
- Inclusive campaigns featuring models like Slick Woods, who was pregnant at the time of her campaign shoot.
- Fenty Face tutorials that showed how to contour darker skin tones, often ignored in mainstream beauty.
Rihanna’s signature attitude of confidence without arrogance became the brand’s ethos. Campaigns like “Your Beauty. Your Rules.” reinforced the message that makeup isn’t about hiding flaws—it’s about celebrating individuality.
Expanding the Empire: Fenty Skin and Beyond
In 2020, Rihanna expanded her empire with the launch of Fenty Skin, a unisex skincare line. This was a bold move in a market saturated with pseudo-scientific jargon and one-size-fits-all creams.
With Fenty Skin, the goal was simplicity, transparency, and efficacy. The 3-step system was dermatologically tested and packaged sustainably. Again, Rihanna centered inclusion, testing products on every skin type and tone.
“You shouldn’t have to think about whether your skincare is for you,” Rihanna said during the launch. “It should just work—for everyone.”
Fenty Skin, like its predecessor, sold out almost instantly. Rihanna had proven once again that she wasn’t just a celebrity with a brand—she was a beauty mogul with a vision.
A New Model for Celebrity Businesses
What makes Fenty Beauty so compelling is that it doesn’t depend on Rihanna’s fame—it enhances it. She’s not just the face of the brand, she is its creative engine.
This is the new model for celebrity businesses:
- Authenticity over endorsement
- Hands-on leadership instead of passive licensing
- Creating community, not just product
In 2021, Forbes officially declared Rihanna a billionaire, estimating her net worth at $1.7 billion—with the majority coming not from her music, but her equity stake in Fenty Beauty (valued at approximately $1.4 billion).
She now joins the ranks of Oprah Winfrey as one of the wealthiest self-made women in entertainment.
Case Study: What Entrepreneurs Can Learn
- Start with Purpose
Rihanna didn’t enter the beauty space just to make a buck. She entered to solve a real problem. That authenticity has fueled deep loyalty. - Leverage Strategic Partnerships
Aligning with LVMH gave Fenty access to expertise, funding, and global retail. Smart partnerships can accelerate your growth exponentially. - Be Involved, Be Relatable
Rihanna isn’t a ghost founder. Her presence in campaigns, product development, and social media interactions makes her brand feel real. - Innovate Where Others Don’t
Fenty disrupted by doing what others ignored—shade inclusivity. Find your white space and own it. - Create Culture, Not Just Product
Fenty isn’t just about makeup—it’s about belonging. When your brand becomes a part of people’s identity, you’ve struck gold.
Quotes from the Industry
“Fenty changed the game. Now, you can’t launch a foundation without at least 30 shades. Rihanna forced the industry to be better.”
— Sarah Brown, Former Beauty Director, Vogue
“We call it the ‘Fenty Effect.’ It’s real, and it’s powerful. Rihanna created the gold standard.”
— Linda Wells, Founding Editor, Allure Magazine
“Rihanna’s success with Fenty is not just financial—it’s cultural. She made it cool to care about people.”
— Bozoma Saint John, Former CMO, Netflix & Uber
The Future of Fenty
Fenty Beauty continues to grow globally, with expansions into Asia and Africa. New product drops consistently sell out. Rumors swirl about a possible Fenty haircare line or even Fenty baby care.
In the wake of Rihanna’s 2023 Super Bowl Halftime Show—and her on-stage pregnancy reveal—the brand has only gained more visibility. Even with two babies, a billionaire brand, and a busy schedule, Rihanna shows no signs of slowing down.
“I love being a black woman creating for the world,” she told British Vogue. “It’s powerful. And I don’t take that lightly.”
Conclusion: A Blueprint for the Modern Mogul
Rihanna’s Fenty Beauty isn’t just a business—it’s a movement. It represents what happens when authenticity meets strategy, when creativity meets inclusivity, and when a woman of color takes the reins of a historically exclusive industry.
For any entrepreneur—celebrity or not—the Fenty blueprint offers a playbook for building with heart, intelligence, and purpose.
And for the rest of the beauty world? The bar has been raised. Permanently.
