Fenty Beauty
Fenty Beauty (stylized as FEИTY BEAUTY) is a cosmetics brand by Rihanna, that was launched on September 8, 2017. Popular for its broad inclusivity across various skin tones, its Pro Filt'R foundation became high-demand upon first release. The original foundation launch included 40 shades, and has since expanded to 50. The inclusion of Fenty Beauty concealer includes 50 shades, offering a wide variety for all skin types.
FENTY BEAUTY
Cosmetics
September 8, 2017
Worldwide
Rihanna (Founder, CEO, Owner),
Jahleel Weaver (Creative Director)
Robyn Rihanna Fenty (50%)
LVMH (50%)
200
Kendo Holdings
LVMH
Fenty Corp
Background[edit]
In June 2013, Rihanna trademarked her surname, Fenty, for use on various and more products, leading to speculation that she would begin working on endeavors other than her music.[1] Fenty Beauty was among these new trademarks.[2][3]
Rihanna launched Fenty Beauty in 2017, when she was 29 years old.[4] Previously, she had collaborated with MAC Cosmetics,[5][6] as well as released 10 fragrances via Parlux Ltd,[7][8][9] but Fenty Beauty was her first solo cosmetics brand.[10] She developed the line with luxury conglomerate Louis Vuitton Moët Hennessey (LVMH), signing a deal in 2016, to produce Fenty Beauty through LVMH's Kendo division.[7] Kendo Holdings, Inc, is an "incubator" company that manufactures cosmetics as white-label products[11] for sale through cosmetics retailer Sephora, another LVMH subsidiary, as well as other outlets.[7] Women's Wear Daily reported that LVMH may have paid $10 million (USD) for the agreement, which followed on Kendo deals to produce Marc Jacobs Beauty and Kat Von D Beauty lines.[7]
Rihanna created Fenty Beauty to provide an inclusive range for all skin tones, including extensive shade offerings for people with deeper skin tones.[12]
Sales[edit]
Within one month of release, Fenty Beauty's sales were valued at $72 million,[75] and sold-out products widely reported, with darker shades of foundation particularly in demand (shoppers noted even testers were often gone from stores.)[76] In the UK, the line became Harvey Nichols's biggest beauty launch ever (passing previous leader MAC Cosmetics): in September the department stores sold one Fenty Beauty foundation every minute and one lipstick every three minutes.[75] The launch also helped raise LVMH's cosmetic and perfume sales for the third quarter of 2017 by 17%.[77]
According to Bernard Arnault, chairman and chief executive officer (CEO) of LVMH, Fenty Beauty's sales reached almost 500 million euros ($573 million) by the end of 2018.[78]
[79] Forbes reported that following 15 months of operation, in 2018, Fenty Beauty accumulated US$570 million in revenue.[80] The entire operation is worth US$2.8 billion, of which 50% belongs to its CEO, Rihanna.[81]
Awards[edit]
Fenty Beauty was named to Time magazine's list of the 25 best inventions of 2017,[82] alongside NASA's Martian spacecraft InSight,[83] Apple's iPhone X,[84] Nike's Pro Hijab,[85] and the Tesla Model 3.[86] Time cited Fenty Beauty's 40-shade range of foundations that quickly sold out.[64]
Fenty Beauty also won the WWD Beauty Inc. award in 2017 for launch of the year in the prestige sector.[35]