Fenty Skin

Product brand

A Rihanna-founded skincare and body-care brand built around simplified, multifunctional, inclusive products designed to work across skin tones and types.

Last updated November 4, 2026

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Overview

Fenty Skin is a skincare and body-care brand founded by Rihanna and launched in July 2020 in partnership with Kendo Brands, the LVMH-linked beauty incubator responsible for developing and operating several Fenty beauty businesses. It was introduced as the skincare counterpart to Fenty Beauty, which had established Rihanna’s broader beauty platform in 2017. The brand is headquartered in San Francisco, California, and sells through its direct-to-consumer website, Sephora and selected international retail partners. The brand’s original proposition was to make skincare feel less complicated and more practical. Its first products were organized into a short routine known as the Fenty Skin Start’rs: Total Cleans’r Remove-It-All Cleanser, Fat Water Pore-Refining Toner Serum, and Hydra Vizor Invisible Moisturizer Broad Spectrum SPF 30 Sunscreen. Rather than asking consumers to assemble a long sequence of separate products, Fenty Skin presented multifunctional formulas that combine several routine steps or benefits. Fat Water, for example, was positioned as a hybrid toner and serum, while Hydra Vizor combined daily moisturization with broad-spectrum sun protection. Inclusivity is central to the brand’s identity, although skincare does not use complexion shades in the same way as makeup. Fenty Skin emphasizes formulas that are suitable for a wide range of skin tones, skin types and textures, including sunscreen products designed to avoid visible white or chalky residue. The brand also uses Rihanna’s personal experiences with skincare, makeup preparation and body care as part of its storytelling. Its products are marketed as compatible with makeup and as approachable for consumers who want a concise daily routine rather than a highly technical regimen. The product portfolio expanded beyond the initial face routine into treatments, eye care, lip care and body care. Butta Drop Whipped Oil Body Cream became one of the brand’s prominent body-care offerings, using a whipped cream texture and a blend of oils and butters to deliver rich moisturization. Later launches included Cherry Dub BHA Toner with salicylic acid and aloe juice, as well as the Dew N Plump collection of hydrating products, including a serum, face mist and overnight mask. These launches broadened Fenty Skin from a three-product starter system into a more extensive routine and body-care portfolio. Fenty Skin uses an ingredient-led but highly accessible vocabulary. Product names, packaging and campaigns retain the playful, culturally recognizable language associated with Rihanna’s Fenty brands, while descriptions emphasize familiar skincare concerns such as hydration, pores, uneven tone, dark spots, skin-barrier support and sun protection. The brand describes many products as vegan, cruelty-free, non-comedogenic or made with recycled or recyclable packaging, although such claims are product-specific rather than universal assumptions about every item. Internationally, Fenty Skin is sold through the Fenty website, which ships to more than 150 countries, and through selected Sephora, Boots, Harvey Nichols and other retail channels. The brand expanded with Fenty Beauty into eight African markets in May 2022 and into selected Caribbean territories in October 2022. LVMH reporting has identified strong growth in Fenty Skin’s body-care category, illustrating the importance of body products in the brand’s development after its facial-skincare launch. Fenty Skin remains closely linked to Rihanna’s public identity and to the wider Fenty Beauty ecosystem. Rihanna is identified by the company as founder and CEO and as an owner of the Fenty beauty brands. Kendo provides the operating and development partnership, while LVMH supplies the corporate group context. The brand is active and continues to sell facial skincare, sunscreen, treatments, masks, body moisturizers, body washes and related products.

History

Fenty Skin emerged from the expansion of Rihanna’s Fenty beauty platform. After Fenty Beauty launched in 2017 with a strong focus on complexion inclusivity, Rihanna and Kendo Brands developed a dedicated skincare line intended to complement makeup and address a different part of the beauty routine. The new brand was announced and launched in 2020, during a period when skincare routines and at-home personal care had become especially prominent in consumer culture. Fenty Skin officially launched on July 31, 2020. Its initial assortment was intentionally narrow: Total Cleans’r Remove-It-All Cleanser, Fat Water Pore-Refining Toner Serum and Hydra Vizor Invisible Moisturizer Broad Spectrum SPF 30 Sunscreen. The products were collectively presented as the Fenty Skin Start’rs. This structure communicated the brand’s central design principle: consumers could establish a basic routine with a small number of products that each performed multiple functions. The cleanser removed makeup and impurities, Fat Water combined toner and serum characteristics, and Hydra Vizor paired moisturizer with SPF. The launch carried over several ideas from Fenty Beauty while adapting them to skincare. The company emphasized that products were tested across different skin tones, textures and types, and it treated the avoidance of visible sunscreen residue as an important usability issue. Hydra Vizor was promoted as an invisible, makeup-friendly SPF moisturizer, reflecting the needs of consumers who wear complexion products and do not want sunscreen to interfere with application or finish. The formulas were also presented through Rihanna’s personal skincare experiences and through a visual and verbal identity that made the category feel less clinical and more culturally expressive. Following the initial facial-skincare launch, Fenty Skin expanded into body care. Butta Drop Whipped Oil Body Cream became a signature product, combining a whipped texture with tropical oils and shea butter. The move was strategically important because body care allowed Fenty Skin to extend its sensory identity beyond the face and to reach consumers seeking rich hydration, visible glow and fragrance-led experiences. The portfolio subsequently included additional body moisturizers, scrubs, washes, body milks and body mists. The facial assortment also developed. The brand added treatment products such as eye care, masks and targeted toners. Cherry Dub BHA Toner used salicylic acid and aloe juice in a product aimed at exfoliation and the appearance of pores and blemishes. The Dew N Plump platform added a more hydration-focused group of products, including a glow serum, face mist and overnight mask. This progression moved Fenty Skin from a simplified starter routine to a broader range that could support different consumer needs while retaining the brand’s multitasking philosophy. Distribution expanded alongside the assortment. Fenty Skin sells through its own e-commerce platform and through selected Sephora locations and other international retailers. The company states that FentyBeauty.com ships to more than 150 countries. In 2022, Fenty Beauty and Fenty Skin expanded into eight African countries. Later that year, the brands entered selected Caribbean territories, including Barbados. These moves were consistent with the Fenty platform’s broader emphasis on global reach and on serving consumers who have historically experienced limited access to prestige beauty products. The brand operates within the relationship between Rihanna, Kendo Brands and LVMH. Rihanna is identified as founder and CEO and as an owner of the Fenty beauty brands. Kendo, an LVMH beauty developer and brand incubator, is the operating partner. LVMH’s reporting has separately noted strong growth in Fenty Skin’s body-care category, confirming that the brand’s development was no longer limited to the original facial-skincare system. Fenty Skin’s history is therefore defined by three related transitions: from the Fenty Beauty makeup platform into skincare, from a three-product facial routine into a full skincare and body-care portfolio, and from a primarily direct launch into a broader international retail network. Its continuing identity rests on inclusive product usability, streamlined routines, ingredient and clinical claims, makeup compatibility, sensory appeal and Rihanna’s cultural influence.

2023
LVMH highlights body-care growth
[10]LVMH highlights body-care growthfiles-scs.pstatic.net
LVMH’s 2022 annual reporting identifies strong growth for Fenty Skin in body care, underscoring the category’s role in the brand’s development.
2022
African market expansion
[5]Rihanna Set to Launch Fenty Beauty and Fenty Skin Across Africaprnewswire.co.uk
Fenty Beauty and Fenty Skin become available in eight African countries: Ghana, Kenya, Botswana, South Africa, Namibia, Nigeria, Zambia and Zimbabwe.
2022
Caribbean market expansion
[6]Fenty Beauty’s Caribbean Expansionallure.com
The brands expand into nine Caribbean territories, including Barbados, through selected retail channels.
2021
Butta Drop expands the brand into body care
[9]Butta Drop product informationfentybeauty.com
Butta Drop Whipped Oil Body Cream establishes body care as a major extension of the original facial-skincare proposition.
2020
Fenty Skin launches
[1]Fenty Skin Available Nowrihannanow.com
Fenty Skin launches on July 31 with Total Cleans'r, Fat Water Toner Serum and Hydra Vizor SPF 30 as the Start'r routine.

Products and positioning

Inclusive, simplified and multifunctional skincare and body care for a broad range of skin tones, skin types and textures. The brand combines clinically tested product claims, makeup-compatible routines, sensory formulas and Rihanna-led cultural appeal.

facial cleanser · 2020
Total Cleans'r Remove-It-All Cleanser
The original Fenty Skin cleanser, designed to remove daily dirt, oil and makeup while serving as the first step in the Start'r routine. It represents the brand’s preference for approachable, multifunctional products rather than a long sequence of specialized cleansing steps.
toner-serum · 2020
Fat Water Pore-Refining Toner Serum
A hybrid toner and serum intended to refine the appearance of pores, support a more even-looking tone and provide hydration. Its combination format is one of the clearest examples of Fenty Skin’s simplified-routine strategy.
sunscreen moisturizer · 2020
Hydra Vizor Invisible Moisturizer Broad Spectrum SPF 30 Sunscreen
A daily facial moisturizer with SPF 30, promoted for invisible application across skin tones, hydration and compatibility with makeup. The product is available in region-specific versions because sunscreen regulations differ between markets, including chemical and mineral formulations.
body moisturizer · 2021
Butta Drop Whipped Oil Body Cream
A rich whipped body cream formulated with tropical oils, shea butter and other emollients. Butta Drop extended the brand from facial skincare into sensory body care and became one of its best-known offerings, with multiple fragrance and shimmer variations.
exfoliating toner
Cherry Dub BHA Toner with Salicylic Acid and Aloe Juice
A treatment-oriented toner centered on salicylic acid and aloe juice. It broadens the portfolio toward exfoliation and the appearance of pores and blemishes while retaining Fenty Skin’s approachable product naming and routine-based merchandising.
facial serum
Dew N Plump Hydrating Nectar Glow Serum
A hydrating glow serum positioned as a three-in-one product for hydration, visible plumping and moisture-barrier support. The formula uses ingredients such as niacinamide, panthenol, polyglutamic acid and hyaluronic acid, according to the brand’s product information.
overnight face mask
Dew N Plump Intense Hydration Slushie Overnight Face Mask
An overnight treatment within the Dew N Plump family, designed to provide intensive hydration and a bouncier, more replenished appearance by morning. It represents the brand’s expansion into mask and treatment formats.
skincare set · 2020
Fenty Skin Start'rs
The original three-step system consisting of Total Cleans'r, Fat Water and Hydra Vizor. The set remains the clearest expression of Fenty Skin’s initial proposition: a short, coordinated routine combining cleansing, treatment-oriented toning, hydration and sun protection.

Marketing campaigns

2022#FentyAfrica expansion
Ghana · Kenya · Botswana · South Africa · Namibia · Nigeria · Zambia · Zimbabwe
Fenty Beauty and Fenty Skin were promoted as expanding across Africa, linking commercial distribution with Rihanna’s stated goal of bringing the brands to a wider global audience.
Outcome. Added eight African markets to the brands’ international footprint.
Source
2022Caribbean expansion
Antigua and Barbuda · Aruba · The Bahamas · Bermuda · Cayman Islands · Trinidad and Tobago · Grenada · Sint Maarten · Barbados
Fenty Beauty and Fenty Skin entered selected Caribbean territories through retail distribution, including Rihanna’s home country of Barbados.
Outcome. Expanded official access in nine Caribbean territories.
Source
2020Fenty Skin Start'r launch
United States · International e-commerce
The launch campaign introduced Fenty Skin through Rihanna’s personal skincare story and a three-step routine. The messaging emphasized multifunctionality, inclusive usability, makeup compatibility and products tested across different skin tones and skin types.
Outcome. Established the brand’s core identity and created a compact entry point into the portfolio.
Source

Brand decisions

2022
Expand official distribution across Africa and the CaribbeanStrategy
Background
The Fenty brands pursued broader international availability beyond their initial online and selected retail markets.
Action taken
Fenty Beauty and Fenty Skin launched in eight African countries and later entered nine Caribbean territories through selected retailers.
Aftermath
The expansion strengthened the brands’ direct connection to Rihanna’s Caribbean heritage and increased official access in regions previously outside their retail network.
Source
2021
Move into body care with Butta DropStrategy
Background
After establishing a facial-skincare identity, the brand sought a broader and more sensory category that could extend Fenty Skin’s visual, fragrance and texture language.
Action taken
Fenty Skin introduced Butta Drop Whipped Oil Body Cream and subsequently developed additional body moisturizers, washes, scrubs, milks and mists.
Aftermath
LVMH later reported strong growth for Fenty Skin in body care, indicating that the category became strategically important.
Source
2020
Launch with a compact multifunctional routineProduct launch
Background
Rihanna and Kendo positioned the new brand as a simplified alternative to lengthy skincare regimens, using three coordinated products to cover cleansing, toning-serum treatment, moisturizing and sun protection.
Action taken
Fenty Skin launched with the Start'r system of Total Cleans'r, Fat Water and Hydra Vizor.
Aftermath
The three-product system became the foundation for subsequent facial-skincare, treatment and body-care expansion.
Source

Recent events

Unconfirmed
Reported2021.01.04
Fenty Skin becomes available across GCC Sephora stores[11]Fenty Skin在海湾合作委员会国家的Sephora门店开售whatson.ae
Fenty Skin became available to buy at Sephora stores across the GCC, according to the article.
2020.12.10
Reported2020.12.10
Fenty Skin announces Sephora retail launch[12]Fenty Skin宣布将在Sephora发售straitstimes.com
Fenty Skin announced that its skincare range would launch at Sephora stores and on Sephora.sg on December 26; the article reports the launch as forthcoming.

Sources12 sources

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