Fenty
An inclusive cosmetics brand founded by Rihanna and developed with LVMH, recognized for broad complexion shade ranges and globally diverse marketing.
Last updated October 14, 2026
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Overview
Fenty Beauty is a cosmetics brand founded by musician and entrepreneur Rihanna and launched on September 8, 2017, through a partnership with LVMH's Kendo division. It was Rihanna's first solo cosmetics brand after earlier collaborations with MAC Cosmetics and fragrance releases made with Parlux. The brand was created around a straightforward market proposition: makeup should work for a substantially wider range of skin tones and types than many prestige brands had historically served. The launch centered on Pro Filt'r Soft Matte Longwear Foundation, initially offered in 40 shades and subsequently expanded. The breadth of the range, particularly at the deeper end of the complexion spectrum, became the brand's defining commercial and cultural feature. Customers and beauty commentators frequently described darker shades as difficult to find elsewhere, while the initial Fenty assortment quickly generated high demand and stock shortages. Fenty's approach helped make shade inclusivity a mainstream competitive issue in prestige cosmetics; rival brands subsequently expanded complexion ranges or introduced new inclusive positioning of their own. Fenty Beauty's portfolio extends beyond foundation. Major categories include concealer, setting powder, primer, highlighter, blush, bronzer, lip color, eye makeup, brushes, sponges, and body illumination. Its best-known products include Pro Filt'r foundation and concealer, Killawatt Freestyle Highlighter, Gloss Bomb lip products, Stunna Lip Paint, and Body Lava. The brand has combined prestige presentation with pricing intended to be more accessible than some luxury competitors, while distributing through Sephora, its own online store, department stores, Boots in the United Kingdom, Ulta Beauty, and other regional channels. Marketing has been central to Fenty Beauty's identity. Early campaigns featured a visibly diverse group of Black, brown, and other models, and later activity addressed makeup across gender lines. The brand has used celebrity, social media, entertainment, gaming, and retail partnerships to extend its reach. Rihanna's 2023 Super Bowl halftime performance included an on-stage Fenty Beauty touch-up, turning a highly visible cultural event into a product demonstration. Fenty also created interactive experiences in Roblox and has worked with ambassadors and creators including Madison Beer, Madison Bailey, Kane Lim, and Nikita Kering. International expansion has proceeded in stages. The United Kingdom initially received the line through Harvey Nichols, followed by Boots availability in 2019. Fenty later announced distribution in eight African countries in 2022, expanded to Ulta Beauty stores and Ulta locations inside Target, and announced a mainland China launch for 2024. In 2025, Fenty Beauty and Fenty Skin announced a partnership with the WNBA's New York Liberty, linking brand visibility with sports, diversity, empowerment, and community themes. Fenty Beauty is associated with Rihanna and LVMH rather than operating as a separately listed public company. Public reporting has cited substantial early sales and high brand valuation estimates, but those figures vary by source and period and should not be treated as current audited company results. The brand remains active and is one of the most influential examples of celebrity-founded beauty businesses reshaping product development, advertising representation, and shade-range expectations.
History
Fenty developed from Rihanna's effort to build a consumer business that was not limited to music or conventional celebrity endorsements. The first major operating expression was Fenty Beauty, created with Kendo Brands and launched in 2017. Its initial assortment centered on complexion products, particularly the Pro Filt'r foundation, which debuted with a broad shade range. The launch received extensive attention because it treated representation as a product-development and merchandising issue as well as an advertising theme. Fenty Beauty's subsequent expansion into highlighters, lip products, eye makeup, body products, and skincare reinforced the name's association with accessible prestige beauty and inclusive casting. The brand platform expanded in 2018 through Savage X Fenty, a lingerie venture created with Rihanna and outside financial partners. The business challenged the image of lingerie as a narrowly defined luxury category by presenting a wider range of sizes and bodies. Its runway and streaming presentations became important marketing events, combining fashion-show production, music, dance, and diverse casting. Savage X Fenty operated separately from Fenty Beauty, despite the common founder and visual association. The most ambitious extension came in 2019, when LVMH and Rihanna announced a new luxury house named Fenty. It was structured as a Paris-based fashion business and presented collections spanning clothing, footwear, accessories, and eyewear. The arrangement was notable within the luxury industry because Rihanna became the first woman and first person of African descent to establish an original house with LVMH's fashion and leather-goods group. The label used a direct, contemporary visual language and a digitally oriented launch model rather than relying only on the traditional seasonal fashion calendar. The fashion house's initial momentum did not translate into a long-running ready-to-wear operation. In 2021, LVMH and Rihanna announced that the ready-to-wear activities would be put on hold. The decision reflected the difficulty of building a new luxury house during a period of disruption in fashion and retail, and it distinguished the short-lived Fenty fashion experiment from the still-operating beauty and lingerie ventures. LVMH also remained associated with Fenty-related development through its investment in Fenty Beauty's operating partner, Kendo, while the exact corporate relationships among the ventures remained separate. Across its businesses, Fenty's enduring significance lies in its approach to representation, launch strategy, and founder-led brand architecture. Fenty Beauty's shade breadth became a reference point for competitors, while Savage X Fenty made size inclusion and entertainment-driven commerce central to its identity. The platform also demonstrated both the opportunity and limits of celebrity-founded diversification: a strong founder narrative can accelerate awareness and cultural impact, but each category still requires distinct supply chains, economics, management, and product expertise.
- 2021
Ready-to-wear fashion activities paused
[4]LVMH and Rihanna announced that Fenty's ready-to-wear activities would be placed on hold.
- 2019
Fenty fashion house announced with LVMH
[3]LVMH and Rihanna announced a new Paris-based luxury house covering fashion, footwear, accessories, and eyewear.
- 2018
Savage X Fenty launches
[2]The Savage X Fenty lingerie business began operations, extending Rihanna's brand platform into intimates and apparel.
- 2017
Fenty Beauty launches
[1]Rihanna launched Fenty Beauty with Kendo Brands, initially emphasizing complexion products and a broad foundation shade range.
Products and positioning
Inclusive, culturally influential consumer brand platform combining Rihanna's creative direction with beauty, lingerie, fashion, and digital-commerce partnerships.
Beauty and cosmetics · 2017
Fenty Beauty
Fenty Beauty is the platform's cosmetics business, developed with Kendo Brands. It offers complexion makeup, color cosmetics, lip products, body products, and skincare. Its launch was built around inclusive shade availability and broad representation in product communication. Pro Filt'r foundation and Gloss Bomb are among the best-known offerings associated with the line.
Lingerie and apparel · 2018
Savage X Fenty
Savage X Fenty is a lingerie and apparel business associated with Rihanna. Its range includes bras, underwear, sleepwear, loungewear, and related products. The brand differentiates itself through size diversity, varied body representation, and entertainment-led presentations, while operating as a distinct venture from Fenty Beauty.
Luxury fashion · 2019
Fenty fashion label
The Fenty fashion label was a Paris-based luxury house established with LVMH. Its proposed scope included ready-to-wear clothing, footwear, accessories, and eyewear. The label presented a limited number of collections before its ready-to-wear activities were put on hold in 2021.
Controversies
2021
Artist sues Fenty company over song used in fashion show
An anonymous Islamic musician is suing Rihanna's Fenty company for damages, alleging that the company played the wrong version of her song during its 2020 Savage X Fenty show. The article reports that the musician says the incident led to death threats and forced her into hiding; these are allegations, not findings stated in the source.
2018
Criticism over transgender representation
Rihanna faced criticism after discussing why Fenty Beauty did not conduct dedicated transgender-model castings. She said she opposed tokenistic casting and wanted to respect individuals' privacy; the brand later sponsored a post featuring transgender model Rose Montoya and partnered with transgender influencer Emira D'Spain.
Marketing campaigns
- 2019Savage X Fenty Show
United States · International streaming audiences
Savage X Fenty used a highly produced music and fashion presentation to promote its lingerie assortment, combining performances with diverse casting and body representation.
Outcome. The format became a recurring brand property and helped distinguish Savage X Fenty from conventional lingerie advertising.
- 2017Fenty Beauty launch and inclusive shade-range campaign
United States · International
Fenty Beauty introduced its first products through a campaign centered on a broad foundation shade range and models with varied skin tones. The campaign made inclusion a visible part of the product proposition rather than a separate corporate message.
Outcome. The launch generated substantial attention and established Fenty Beauty as a benchmark for inclusive prestige cosmetics.
Brand decisions
2021
Pause Fenty ready-to-wear activitiesStrategyBackground
The new fashion house faced the operating and market challenges of establishing a luxury label during a period of disruption in fashion and retail.
Action taken
LVMH and Rihanna agreed to put the ready-to-wear activities on hold while continuing to work on other Fenty-related projects.
Aftermath
Fenty Beauty and Savage X Fenty remained the principal active businesses associated with the Fenty name.
2019
Create a luxury fashion house with LVMHM&ABackground
After Fenty Beauty had established Rihanna in the consumer-products market, LVMH and Rihanna chose to extend the name into a new luxury fashion house.
Action taken
The parties established a Paris-based Fenty house covering ready-to-wear, footwear, accessories, and eyewear.
Aftermath
The house launched collections but its ready-to-wear activities were later paused in 2021.
Recent events
Reported
Fenty Beauty partners with Riot Games on Arcane content[7]
Fenty Beauty partnered with Riot Games for its Arcane series, curating beauty looks for the series and working on other content for the game developer.
Reported
Riot Games announces Arcane collaboration with Fenty Beauty[8]
Riot Games announced a collaboration with Fenty Beauty connected to Arcane. Fenty will curate beauty looks across Riot's products, with the partnership set to begin with VIP beauty experiences and gifting at Riot Games' Los Angeles campus on November 7.
- Unconfirmed
Reported
Artist sues Fenty company over song used in fashion show[5]
An anonymous Islamic musician is suing Rihanna's Fenty company for damages, alleging that the company played the wrong version of her song during its 2020 Savage X Fenty show. The article reports that the musician says the incident led to death threats and forced her into hiding; these are allegations, not findings stated in the source.
- Unconfirmed
Reported
Fenty collaborates with Amina Muaddi on a heels line[9]
Fenty worked with shoe designer Amina Muaddi on a summer heels line; the styles had hit the Fenty site, with availability at Farfetch.com planned for July 22.
Reported
Fenty participates in Blackout Tuesday[10]
Fenty announced that it would close its business globally on June 2 in solidarity with the Black community and in observance of Blackout Tuesday. The company also said it would donate funds to Colour Of Change and Movement For Black Lives.
Weekdays and relative dates follow the original report; their exact calendar dates have not been verified.
Reported
Fenty Beauty introduces TikTok creator house[11]
Fenty Beauty revealed its TikTok House in Los Angeles, a space for content creators to collaborate, express themselves, learn and build community.
Reported
Fenty Beauty launches TikTok Beauty House[12]
Fenty Beauty launched its TikTok Beauty House in collaboration with TikTok creators, who shared beauty content on the brand’s account.
Reported
Fenty wins Urban Luxe award[13]
Fenty won the Urban Luxe award at the Fashion Awards for its contributions to sportswear.
Sources14 sources
- 1About Fenty Beautyfentybeauty.com
- 2About Savage X Fentysavagex.com
- 3LVMH and Rihanna create new luxury maison Fentylvmh.com
- 4LVMH and Rihanna put Fenty fashion house on holdlvmh.com
- 5Artist sues Fenty company over song used in fashion showblackenterprise.com
- 6Criticism over transgender representationen.wikipedia.org
- 7Fenty Beauty 与 Riot Games 合作制作《双城之战》相关内容rollingout.com
- 8Riot Games 宣布与 Fenty Beauty 合作推广《Arcane》pcgamesn.com
- 9Fenty与Amina Muaddi合作推出高跟鞋系列popsugar.com
- 10Fenty参与“Blackout Tuesday”活动justjared.com
- 11Fenty Beauty推出TikTok创作者之家abcnews.com
- 12Fenty Beauty推出TikTok美妆之家vmagazine.com
- 13Fenty获得Urban Luxe奖vogue.com
- 14Rihanna receives 2019 Urban Luxe Award for Fenty casual wear from her idol, Janet Jacksonthegrio.com
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