Fenty Beauty

On September 8, 2017, Rihanna and LVMH launched Fenty Beauty with a simple but radical premise: makeup should work for everyone. The brand's debut product, Pro Filt'r Soft Matte Longwear Foundation, arrived in 40 shades, an unheard-of range at the time. It sold out within weeks. By year's end, Fenty Beauty had generated over $550 million in revenue, forcing the entire industry to rethink shade inclusivity.

The brand's identity runs deeper than foundation. Killawatt Freestyle Highlighters, Gloss Bomb Universal Lip Luminizer, and Match Stix sticks became instant cult favorites. Each product emphasized texture and wearability, not just color. The packaging, sleek white geometric shapes with bold lettering, felt both luxurious and modern. Rihanna served as the face of every campaign, appearing alongside models of all skin tones, genders, and body types.

In 2020, Fenty Beauty expanded into skincare with Fenty Skin, a line focused on simplicity and hydration. The brand continued to push boundaries, entering the Chinese market via Tmall Global in 2022 and launching a hydrating foundation formula in 2023. Despite rumors of tension between Rihanna and LVMH after the closure of the Fenty fashion house, the beauty partnership remains strong. Fenty Beauty's valuation hit $3 billion in 2019 and while pandemic-era sales dipped to around $300 million annually, the brand remains a top performer at Sephora and a benchmark for diversity in beauty.[edit]