Fenty Beauty

One of the most influential prestige cosmetics brands globally, credited with setting a new industry standard for inclusivity and diversity in beauty product development and marketing.

Fenty Beauty was launched in September 2017 by global superstar Rihanna in partnership with LVMH's Kendo Brands, debuting simultaneously in 17 countries across Sephora, Harvey Nichols, and other premium retailers. The brand made an immediate cultural impact by launching with 40 foundation shades — later expanded to 50 — directly challenging the beauty industry's longstanding neglect of deeper skin tones. This move sparked what became known as the 'Fenty Effect,' pressuring competitors to expand their own shade ranges and redefine inclusivity as a baseline expectation rather than a differentiator. Fenty Beauty's marketing strategy is a masterclass in modern brand building. Rihanna's personal brand, massive social media following, and authentic involvement in product development drive organic reach that most brands cannot replicate through paid media alone. The brand leverages influencer marketing, user-generated content, and culturally resonant campaigns that speak to a diverse, global consumer base. Its campaigns consistently feature models and customers across a wide spectrum of skin tones, ages, and gender expressions, reinforcing its inclusive identity and generating significant earned media. The brand operates under Kendo Brands, a beauty incubator owned by LVMH, and has grown into a multi-hundred-million-dollar business. Fenty Beauty is a major advertiser and media presence in the beauty space, investing heavily in digital advertising, social media campaigns, and high-profile editorial placements. It competes directly with established prestige beauty brands such as MAC, NARS, Charlotte Tilbury, and Urban Decay, and is widely regarded as one of the most influential beauty launches of the 21st century.