Fenty Beauty by Rihanna
Fenty Beauty by Rihanna
Created by Rihanna with her vision that’s always ahead of the game, Fenty Beauty redefines the rules with light-as-air formulas that love to be layered—in a global lineup of shades designed for all.
Creation date: 2017
CEO: Robyn Rihanna Fenty
Head office: 425 Market Street, 19th Floor, San Francisco, CA 94105
Website: www.fentybeauty.com
Identity
Rihanna created Fenty Beauty “so that women everywhere would be included,” focusing on a wide range of traditionally hard-to-match skin tones, developing formulas that work for all skin types, and pinpointing universal shades. Her vision, above all, is to inspire: “Makeup is there for you to have fun with. It should never feel like pressure. It should never feel like a uniform. Feel free to take chances, and take risks, and dare to do something new or different.”
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Rihanna spent years refining her go-to makeup technique, testing it backstage, on stage, and in real life. Now, with her own lineup of products masterfully developed to work together, she reveals her real-life method for killer radiance. Pro Filt’r Soft Matte Longwear Foundation is the ultimate photo filter in foundation form, born in 50 inclusive shades.
Insight
“Fenty Beauty by Rihanna was created for everyone: for women of all shades, personalities, attitudes, cultures, and races. I wanted everyone to feel included. That’s the real reason I made this line.”
Outlook
The first-ever global beauty launch in history, Fenty Beauty by Rihanna premiered simultaneously online and in 1,620 stores in more than 17 countries. Rihanna leads the charge with her fearless reinvention, bringing to life a unique vision for beauty that is feminine and edgy, individual and inclusive, and always keeps makeup-wearers around the globe guessing. From packaging design to formula and shade development, she is intimately involved in every aspect of the brand’s creation, and always will be.
Key figures
- 1600 points of sale in 17 countries across the globe
- 40 foundation shades at launch
- 2 years in the making
Fenty Beauty by Rihanna on social media
- For the streetz we go! We’re entering our #summertime era with juicy cheeks bright lips and a carefree mood!!… twitter.com/i/web/status/1…
- #MATCHSTIX is going OOO…. 😎🏝 What y’all think is coming soon?! pic.twitter.com/qs8DTPIIYn
- Pout on extra ‘licious @rihanna stay putting us on these juicy lip combos Muva is applying #GLOSSBOMB Universal… twitter.com/i/web/status/1…