What’s the secret to Rihanna’s Fenty Beauty success and what are the best-selling products?


Popstar turned beauty mogul Rihanna has now been declared a billionaire.

According to Forbes, she is now worth $ 1.7 billion, which makes her the richest musician in the world.

Much of her fortune comes from her makeup and skincare brand, Fenty Beauty, of which she owns 50%. The other half is owned by LVMH, a French luxury goods conglomerate that owns high-end brands such as Christian Dior, Givenchy and Celine.

Fenty Beauty initially launched with just makeup in 2017. By the end of its first full calendar year of operation, it had generated $ 550 million in revenue, making it more successful than other celebrity brands. such as KKW Beauty by Kim Kardashian, Kylie Jenner from Kylie Cosmetics and Honest Co. by Jessica Alba.

What is the secret of Fenty Beauty’s success?

There is no doubt that Rihanna’s international fame served as a tremendous springboard for the launch of the brand. With over 100 million followers on Instagram alone, she has an incredible reach compared to other newbies in a new business.

“Rihanna’s success with Fenty is pure genius from a branding and PR standpoint,” said Brenda Gabriel, public relations expert. News week.

Rihanna attends Savage X Fenty Show Vol. 2 presented by Amazon Prime Video at the Los Angeles Convention Center
Kevin Mazur / Getty Images

“Her team has successfully harnessed the star power and brand loyalty of Rihanna to launch one of the most successful beauty lines in the world.”

Despite her status as a world-famous musician, the brand didn’t have to rely on her celebrity face to be successful.

Built on inclusiveness, the flagship became its Pro Filt’r foundation, launched in 40 shades, the most of any mainstream beauty brand at the time. This number has since been increased to 50.

“The lack of representation in the beauty industry is amazing… They cater for all skin tones. It’s something other beauty brands just haven’t done,” adds Karina Scott, marketing consultant.

“Inclusiveness and diversity should be the main drivers of any brand, regardless of industry. In 2021, a person should be able to shop without wondering if the brands match their skin tone.

“Makeup should be suitable for everyone, regardless of your skin tone or gender.”

As a black woman, Rihanna had previously been honest about her own struggles to find makeup that matched her skin tone. This gave the brand authenticity, says Gabriel.

“The fact that Rihanna is a black icon recognizing the struggle for black women in particular made them love her and her disruptive character even more.

Rihanna at the NAACP Image Awards
Rihanna accepts President’s Award onstage at 51st NAACP Image Awards
Aaron J. Thornton / Getty Images

“Black women wanted to support a black brand that was created ‘by them, for them’, while people from all walks of life were happy to support a brand that had the pulse of inclusiveness.”

Scott agrees, adding, “Fenty Beauty has spoken to all of us around the world who have been treated as ulterior motives within the beauty industry… Now if your brand isn’t inclusive, you will become excluded. “

Gabriel also thinks Rihanna had the right timing, releasing Beyoncé’s visual album a year after. Lemonade, who, she says, has done a lot for black women’s tendency towards unabashed individuality, rather than trying to measure themselves against a Eurocentric beauty standard. In some ways, Fenty was a natural extension of this attitude. “

She also attributes the brand’s growing popularity to color and makeup models of all genres.

LVMH’s early support also made the brand accessible and affordable, making the products available in Sephora stores around the world.

What are the best-selling products?

Since its launch, Fenty Beauty has continued to be acclaimed for its foundation.

The Pro-Filt’r Soft Matte Longwear Foundation has won both the Allure Readers’ Choice and the Vogue Beauty Awards and remains one of Fenty’s best-selling products on Sephora.

Other popular shopper essentials are Eaze Drop Blurring Skin Tint and Pro Filt’r Instant Retouch Longwear Liquid Concealer, with 25 and 50 shades to choose from, respectively.

Lip products have also proven to be popular, including Gloss Bomb Universal Lip Luminizer, Mattemoiselle Plush Matte Lipstick, Stunna Lip Paint Longwear Fluid Lip Color, all of which are on Sephora’s Fenty bestseller list.

When is the Fenty fragrance coming?

Having already developed a skin care line, Fenty Beauty’s next venture is a fragrance.

The brand teased the new launch last month, writing on Instagram: “#FENTYPARFUM: COMING SOON.”

Rihanna at Fenty Launch at Bergdorf Goodman
Rihanna Celebrates Launch Of Fenty Fashion Line At Bergdorf Goodman
Dimitrios Kambouris / Getty Images

In an interview with Vogue, Rihanna revealed that the scent has notes of magnolia, musk, tangerine, blueberry, Bulgarian rose and patchouli.

Gender-neutral eau de parfum will launch on the Fenty Beauty website on August 10, priced at $ 120.

What’s next for Fenty Beauty?

After taking makeup, skincare and soon perfume by storm, public relations manager Rochelle White predicts that the next logical step will be hair care.

“I think she will be a disruptor in the hair care industry because not many celebrities have really reached that market,” she explained.

“Fenty being such a diverse brand, I think they’ll create a line that is focused on all demographics, but maybe targeting particular hair types with an extension and building on that.

“It would complement the beauty line and be a brand that covers all areas of beauty and hair care. She already has such an engaged audience with all of her other lines and I think adding that will help strengthen the brand. . “


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