Fenty Beauty is a well-known cosmetics brand founded by popular singer Rihanna in 2017. The brand is best known for its inclusivity across skin tones and gender. The exclusive Fenty Beauty makeup concealer has more than 50 shades for a wide variety of all skin types. The motive behind having so many shades to offer is to differentiate from other makeup companies.
Inception
In 2014, the Fenty was trademarked by Rihanna for using an array of beauty products. Three years later, at the age of 29, she launched Fenty Beauty. Rihanna has previously worked with several cosmetic brands such as MAC Cosmetics, Parlux Ltd; however, Fenty Beauty was her first solo cosmetics brand.
She signed a deal with Louis Vuitton Moët Hennessy for worth more than $10 million to produce Fenty Beauty products through LVMH’s Kendo division. The first products of the brand went on sale in September 2017. The products were first promoted at the 2017 New York Fashion Week. Later, the products were made available in Sephora stores, on the Sephora website, and Fenty Beauty’s website.
In the United Kingdom, the products were exclusive to Harvey Nichols department stores. Later, in 2019, they were also available in the high street chemist Boots UK.
Evolution
When Fenty Beauty was launched in Saudi Arabia, it was seen as a potentially lucrative market for the brand. Within the first few weeks of the launch, the cosmetic sales in the country went an all-time high.
The brand has received international recognition for offering a range of shades, especially the darker shades and the others in 50 different colors for its Pro Filt’R foundation. However, the subsequent launches have been criticized for the failure to live up to the standard by other popular cosmetics brands like Kim Kardashian West’s line KKW Beauty, Tarte’s Shape Tape Foundation, and Benefit’s Hello Happy foundation.
In November 2017, the brand launched a red lipstick named Stunna Lip Paint that was sold in huge numbers. Later, Fenty Beauty released four more lip paints in baby pink, peach nude, chocolate brown, and black. On Rihanna’s 30th birthday, the line released a limited-edition highlighter called Dirty Thirty that was packaged with XXX instead of the brand’s logo.
In 2018, Fenty Beauty unveiled three products in the “Beach Please” collection, including Body Lava, that can be used any part of the body for illumination. In the same year, the line released its winter collection titled ChillOwt, which consists of a variety of winter-themed and cool-toned cosmetic products such as Killawatt Foil Palette, two lipstick sets, and several multi-use products for eyes, lip, and cheek, in seven metallic shades.
In 2019, Fenty Beauty launched its premium Pro Filt’r Instant Retouch Concealer in more than fifty shades and an equal number of concealer shades and foundation. The brand also released the Pro Filt’r Instant Retouch Setting Powder in 8 translucent shades, and several other beaut tools like Powder Puff Setting Brush 170, Precision Concealer Brush 180, and Lil Precision Makeup Sponge Duo 105.
Fenty Beauty has received international acclaim for diversity in its marketing campaigns, which featured models of all color. Some of the famous faces of the brand’s campaign include Halima Aden, Leomie Anderson, Selena Forrest, Camila Costa, Slick Woods, and others. In 2018, comedian Kway played the comic character Titi in the company’s advertisement.
Awards & Achievements
Fenty Beauty has won several awards, such as the 2017 WWD Beauty Inc. award in the category of the launch of the year in the prestige sector. In the same year, the company was included in the list of the 25 best inventions of 2017 alongside NASA’s Martian spacecraft InSight, Nike’s Pro Hijab, Tesla Model 3, Apple’s iPhone X, and many more.
Net Worth of Fenty Beauty in 2024
As of April 2024, Fenty Beauty has an estimated net worth of more than $3 billion. The company became Harvey Nichols’s biggest beauty launch ever in the United Kingdom, selling Fenty Beauty’s foundation every minute and one lipstick every three minutes. The sales of the company reached almost $570 million by the end of 2018.
The brand’s sales were valued at $70 million within the first month of its launch as most of its products were sold-out, and the media value was way ahead of its competitors like Kylie Cosmetics, Benefit, Urban Decay, KKW Beauty and NYX. The line also received more than 132 million views on YouTube in its first week.
Fenty Beauty is one of the most popular cosmetics brands in the world. It’s been just two years of its launch; however, the company has been able to get some hardcore fans all over the world.