Rihanna is low key building an empire with her Fenty Beauty line
Rihanna released her highly anticipated Fenty Beauty line last year, adding yet another powerful business to her growing empire.
In other words, Rihanna has changed-up the makeup industry.
Rihanna has said her love for makeup started young. She wanted to make this available for girls and women worldwide.
Per Refinery 29, Rihanna spoke about Fenty,
“I wanted things that I love. Then I also wanted things that girls of all skin tones could fall in love with. In every product I was like, ‘There needs to be something for a dark-skinned girl; there needs to be something for a really pale girl; there needs to be something in-between.'”
Almost immediately, darker-shade foundations were bought and sold out everywhere.
The dark Fenty Beauty foundation shades are sold out everywhere! This is for all the makeup brands who think the dark shades won't sell well pic.twitter.com/JDKddaMa5r
— Affinity Magazine (@TheAffinityMag) September 10, 2017
“There’s red undertones, green undertones, blue undertones, pink undertones, yellow undertones—you never know, so you want people to appreciate the product and not feel like: ‘Oh that’s cute, but it only looks good on her.'”
Up until now, stories have been pouring in from all kinds of news outlets. By focusing on the social and economic leak in the makeup industry, Rihanna surely hit a goldmine.
With over 91-SKU products available, products range between $20 – $39, and were highly anticipated before the launch.
Since then, Rihanna has taught us all the importance of inclusivity in the makeup industry.
The line was launched in over 1,600 stores across the US, at the best time possible. The beauty industry saw a 6% growth the past year, marking it as one of the “fastest growing industries in the U.S.”
Since the launch, the line has partnered with other industries; starting trends at Spring 2018 fashion shows, partnering with Puma for the Fenty x Puma collection, and accounted for increases in LVMH’s perfume and cosmetic sales.
The brand, named after the singer’s last name, Robyn Rihanna Fenty, opens up new avenues for other prospective partnerships. Before the line was released, Rihanna was already receiving great reviews from beauty bloggers and makeup artists who swore by her product.
What’s more, it’s not just the inclusivity of the shades of makeup foundation, but other matching tools too, like “mini brushes that can be tucked in a purse as easily as a tube of lipstick” and Match Stix that magnetize your makeup, “light-as-air shimmer formula to highlight, blush, enhance, and bronze in 10 colorful shades that let you play.”
By releasing the line, Riri also launched product history. After 2 years of Fenty Beauty development, the products have shifted the makeup industry’s game, prompting other companies to take the same steps Fenty has.
Fenty beauty has gained over 1.9 million followers on Instagram so far, and has been successful in targeting its main audience: Women everywhere.
We’re sure to see an influx of Fenty products in the future, due to its huge success as a start-up conglomerate so far. A spring collection, perhaps? Summer? The Galaxy Collection just came out, but the excitement for prospective products is still there.
RiRi, you’re doing something right.