Asia now will be a part of makeup inclusivity with pop star Rihanna’s beauty brand, Fenty Beauty.
Known for its wide range of foundation shades, high-shine glosses and ultra-pigmented highlighters, Rihanna first launched the beauty brand Fenty Beauty with LVMH’s beauty brand incubator Kendo in 2017.
Need for inclusivity
Rihanna was inspired to create Fenty Beauty after trying to find products that worked across all skin types and tones. Keeping this thought in mind she bought in a wide range of products for traditionally hard-to-match skin tones, creating formulas that work for all skin types, and shades. Fenty launched ‘foundation for all’ and though it was not the first company to offer makeup in an extensive array of skin tones, it quickly became the most buzzworthy.
Let’s talk numbers
According to Forbes, as soon as the brand hit the market, the company amassed $72 million in earned media value, and, in its first 40 days on the market, made $100 million in sales. TIME also named Fenty one of the 25 best inventions of the year.
Next destination: Asia
On 1st August 2019, Rihanna took over Instagram and shared her company’s global expansion, “When I launched @fentybeauty in 2017, it was important to me to make sure it was available globally so everyone had access to it,” the pop star wrote. “And now we are continuing to expand our Fenty Beauty family to Hong Kong, Macau, Seoul and Jeju in September!” Going by the plan, Fenty Beauty will become available in Hong Kong and Macau at T Galleria by DFS, Sephora, Harvey Nichols, Beauty Bazaar and Beauty Avenue. In Seoul, products will be available in duty-free locations at Lotte Duty Free and Shinsegae Duty Free, while on Jeju Island, Fenty Beauty will be stocked at Shilla Duty Free as informed by the Fashion Network.