In today’s world of beauty and self-care, Fenty Beauty has become the ultimate symbol of inclusivity and innovation. Founded by global superstar and businesswoman Rihanna in collaboration with the luxury giant LVMH, the brand skyrocketed to fame thanks to its groundbreaking foundation range and diverse product lineup. Fenty Beauty does more than just sell makeup—it sets new industry standards, proving that beauty is for everyone. Read more at losangeleska.
The Origin Story
In June 2014, Rihanna trademarked her last name, “Fenty,” for use in cosmetics and other products. This move immediately sparked rumors that she was planning a major venture beyond her music career.
Fenty Beauty officially launched on September 8, 2017, coinciding with the singer’s 29th birthday. While Rihanna had previously collaborated with MAC Cosmetics and released several fragrances through Parlux Ltd, Fenty Beauty was her first solo cosmetics brand. The line was developed through Kendo, an LVMH division that specializes in creating beauty products for Sephora and other major retailers.
Rihanna’s primary goal was to create makeup for all skin tones, specifically targeting deep shades that had long been ignored. This filled a massive gap in a beauty industry that often failed to account for diversity in skin color.
Brand Evolution and “The Fenty Effect”
The Pro Filt’r Foundation was the brand’s breakout star, gaining instant acclaim for its massive shade range. Its success forced a “wave of change” across the industry: other brands began expanding their own palettes to meet the new inclusivity standards set by Fenty—a phenomenon now known as “The Fenty Effect.”
On November 23, 2017, the brand released its first lipstick, Stunna Lip Paint, which went viral for its “universally flattering” red hue. In 2018, the brand celebrated Rihanna’s 30th birthday with the limited-edition Dirty Thirty highlighter and introduced its first body products, like Body Lava, in the “Beach, Please” collection.
By 2019, Fenty Beauty expanded its dominance with the Pro Filt’r Instant Retouch Concealer in 50 shades, alongside new foundation and powder options. These launches solidified the brand’s reputation as a leader in innovation.
In 2022, Fenty Beauty expanded its reach by launching in Ulta Beauty stores and entering the African market, including Ghana, Kenya, Nigeria, and South Africa. By 2023, the brand even stepped into the metaverse with an interactive Roblox experience, allowing users to create their own digital beauty products.
In a historic move for 2025, Fenty Beauty and Fenty Skin partnered with the WNBA’s New York Liberty. This marked the brand’s first official sports sponsorship, featuring branding on team apparel and throughout the arena.
Cult-Favorite Products
Fenty Beauty stands out for its ingredient transparency and high-performance quality. Every product is designed with skin health in mind, featuring lightweight yet long-lasting textures for a natural finish. Innovative formulas like Pro Filt’r, Gloss Bomb, and Killawatt Freestyle deliver both high-impact glamour and skincare benefits.
The brand’s most iconic products include:
- Pro Filt’r Soft Matte Longwear Foundation: With its soft-matte finish and extensive shade range, it has become the gold standard for combination and oily skin.
- Gloss Bomb: The “Fenty Glow” shade, in particular, became an instant viral sensation and a must-have for beauty influencers globally.
- Killawatt Freestyle Highlighters: These feature a unique cream-to-powder texture that enhances facial features with everything from a subtle glow to a bold metallic sheen.
Other fan favorites like Eaze Drop Blurring Tint, Cheeks Out Cream Blush, Gloss Bomb Heat, and the Soft Lit Naturally Luminous Foundation continue to trend, giving skin a healthy, radiant glow.
The brand’s aesthetic blends minimalism with futurism, using neutral tones and sharp contrasts. The packaging is as functional as it is stylish—geometric shapes and premium materials make every product feel like a luxury accessory that inspires creativity.
A Marketing Masterclass
Fenty Beauty launched with accessible luxury pricing, making premium cosmetics available to a wider audience. In its first month alone, the brand generated $72 million in earned media value, while Fenty-related content racked up 132 million views on YouTube.
Their advertising campaigns are celebrated for showcasing a diverse range of models, including men, reinforcing the idea that makeup is a universal tool for self-expression.
Commercial Success
Fenty Beauty was a commercial phenomenon from day one, with products selling out almost immediately. According to LVMH, sales reached €500 million by the end of 2018. Forbes later valued the company at $2.8 billion, with Rihanna owning a 50% stake.
The brand has earned numerous accolades, including a spot on Time Magazine’s list of the “25 Best Inventions of 2017” and winning the WWD Beauty Inc. Award for Launch of the Year.
Ultimately, Fenty Beauty disrupted the industry through inclusivity, innovation, and smart marketing. Rihanna didn’t just launch a makeup line; she created a movement that continues to push the boundaries of beauty for everyone, regardless of skin tone or gender.