BeautyCloud
See How Rihanna’s Fenty Beauty Is Reshaping the Cosmetic Industry
ByGeca Davis
Feb 09, 2021 08:15 PM EST
Credit : Caroline McCredie/Getty Images for Fenty Beauty by Rihanna)
Rihanna has dominated the entertainment scene with her chart-topping albums and sold-out concerts, but she's not done yet. She has now taken the beauty world by storm with her makeup line, Fenty Beauty.
Launched in 2017 and partnership with Kendo Brands, it introduced a wide range of makeup and shades that caters to all skin types.
Rihanna debuted Fenty Beauty with 91 various products, offering 40 shades of lightweight, velvety foundations, blinding Killawatt Highlighter, and 30 Match Stix skin sticks perfect for contouring creating dimension to the face.
With her love for beauty and makeup, she aims to build a brand that offers a variety of choices for traditionally hard-to-match skin tones, developing formulas that work well for all skin types, and having products that have universal shades.
Aside from this, she also came up with a powerful ad campaign, showcasing models of different sizes and ethnicities.
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Rihanna's Beauty Evolution
In her previous interview with Instyle magazine, the award-winning singer spoke about transforming from being a shy Barbadian to a global sensation. Before her Fenty Beauty release, the "Believe It" songstress shared that beauty and cosmetics have always been part of her life, especially her career and image.
"I wanted to do a line for years, but it needed to be credible, something that industry pros and girls around the world would respect," she mentioned.
Her brand became famous when she unveiled a wide range of foundation shades. With this, she revealed the reason why she came up with such an idea.
The eight-time Grammy winner explained that shades are essential because she "wanted everyone to feel included" and celebrate their uniqueness and individuality. She also mentioned that they started off creating a foundation "because it's the very first makeup product I fell in love with."
Top Beauty Brand on Social Media
Just like Riri, Fenty Beauty is both edgy and at the same time exudes femininity; that's why there's no question why the public loved her brand; hence the term "The Fenty Effect."
According to Tribe Dynamics, as obtained by People, the cosmetic brand earned a whopping $72 million in earned media value in its first month.
EMV is the amount of publicity that the particular brand gained through social media like Youtube, Facebook, Instagram, Twitter, and blog posts.
With this, Fenty Beauty has surpassed cult-favorite brands like MAC, with only $77.1 million, and Anastasia Beverly Hills, which has $97.3 million in earned media value.
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"Invention of the Year"
The 32-year-old singer's brand was also named one of Time Magazine's Best Inventions of 2017.
It's no surprise that the brand was considered as one of the most important inventions since its primary goal is to highlight the "quality-to-affordability ratio and its emphasis on inclusivity."
Moreover, she told the publication that she is 100 percent involved in the conceptualization and creating the brand.
More than three years have passed, but the Fenty Frenzy shows no signs of slowing down. Social media celebrities and influencers are hyping up her bestsellers, including her soft matte foundation, highlighters, and lip luminizers.
