Rihanna launched Fenty Beauty in 2017, revolutionized the beauty industry by underlining her commitment to inclusivity and diversity. Recognizing a significant gap in the beauty market, she focused on creating a brand that catered to all skin tones, especially those often overlooked by major cosmetics companies. Fenty Beauty dared to be different, defying the traditional beauty standards and became a trailblazer in the industry. Fenty Beauty’s marketing strategy has been instrumental in its success and its key tactics had a major impact on the beauty industry.
Fenty Beauty launched with shade range that included the extremes and even the in-betweens with great precision, shedding light on the lack of diversity. The cornerstone of Fenty Beauty’s success was the fantastic 40-shade foundation line-up which has now gone up to 50 that welcomed all skin tones. This bold step, along with their creative products and powerful social media presence, led Fenty Beauty to a staggering $72 million in just one month. It earned them awards like being named one of Time magazine’s best inventions in 2017.
Fenty Beauty success
Partnering with LVMH, Rihanna leveraged the company’s expertise in product development and distribution to ensure Fenty Beauty’s swift market penetration.
What makes Fenty Beauty unique is that even in a tough beauty market, its dedication to including everyone and celebrating diversity has created a new norm in the industry, making a lasting impact. Rihanna’s Fenty Beauty has emerged as a frontrunner in the cosmetics industry. Fenty Beauty success is mindboggling as it is projected to surpass its major competitors like Kylie Cosmetics and KKW with its annual revenue.
With an annual revenue of $582 million, Fenty Beauty changed the beauty game by embracing diversity.
Fenty Beauty’s inclusivity impact
Fenty Beauty stands not only due to Rihanna’s immense celebrity status, undeniably helped the brand, it’s the quality and diversity of their makeup and skincare offerings that truly captured people’s attention. The brand’s largest consumer groups include African-American, Hispanic, and Asian shoppers, reiterating inclusivity at its core.
Fenty Beauty’s commitment to inclusivity was inspired by Rihanna’s own experiences and it did pay off big for the company. This was seen when Fenty Beauty’s launch sales in the U.S. skyrocketed fivefold and very smoothly outperformed strong competitors.
Fenty Beauty’s campaigning strategy was also on point. It featured models of diverse skin tones. Fenty Beauty has frequently highlighted men using their makeup products as an example. Rihanna’s approach towards inclusivity resonated with a wide range of audiences, making Fenty a leader in the makeup industry for all.
Fenty Beauty’s support for racial cause
Rihanna’s Fenty has always stood for any racial issues, hands on. In 2020, Fenty Beauty had pledged $1M for showing solidarity with racial justice causes, including Black Lives Matter and the NAACP.
Fenty Beauty stood in solidarity by stopping operating completely and consistently raising awareness of racial issues, unlike many brands that just post brief tributes and returned to normal operations, This showed that Fenty not only celebrated diversity but also underscored their product’s inclusivity for all skin tones.
Environment friendly Fenty Beauty
Fenty Beauty uses recyclable materials packaging that minimize the environmental impact. All the products made by Fenty Beauty are cruelty-free, and many of the brand’s products are vegan. It has also committed to source all the ingredients used responsibly and ethically. Fenty Beauty has also partnered with organizations such as the Climate, Community & Biodiversity Alliance and the Rainforest Alliance to that support environmental conservation efforts.
Fenty Beauty’s top notch marketing
As the founder of the brand, she frequently uses her personal image and social media presence to promote Fenty Beauty and its products. Fenty Beauty has been known for its disruptive marketing campaigns that challenge the status quo in the beauty industry. The brand’s focus on inclusivity and diversity was a refreshing change from the limited shade ranges many other beauty brands offer. The first campaign featured a diverse range of models, including women of different races, ages, and sizes, and generated a lot of buzz on social media.
Strong social media presence and customer engagement
From the beginning, Fenty Beauty has effectively utilized social media and user-generated content to engage with its unequivocally wide global audience. Fenty Beauty has a very strong social media presence, with a highly committed and loyal following. Fenty Beauty’s Instagram handle boasts over 13.1 million followers. On TikTok, the brand has garnered 2.6 million followers and 52.4 million likes. Also its YouTube channel has more than million subscribers which showcases makeup tutorials using Fenty products, behind-the-scenes clips, and interviews with Rihanna.
Influencer partnerships and celebrity endorsement
Recognizing the power of influencer marketing, Fenty Beauty has strategically partnered with a diverse range of influencers to extend its reach and connect with target audiences. Rihanna, a global icon, serves as the ultimate celebrity endorsement for the brand. Her involvement not only lends credibility but also reinforces the brand’s mission of “Beauty for Everyone.” Rihanna’s personal touch and genuine passion for the brand have played a significant role in establishing Fenty Beauty as a celebrity cosmetics powerhouse.
Global Events
Fenty Beauty’s campaigns are all about inclusivity, but they do not stop at makeup. Recently, Fenty Beauty partnered with the Olympic and Paralympic Games in Paris 2024. This collaboration aligns Fenty Beauty with an event that symbolizes unity and celebrates diversity, mirroring the brand’s core values.
In-person events
Rihanna has made appearances at various Fenty Beauty events, including product launches and pop-up shops. Her presence at these events helps to generate buzz and excitement for the brand. When Rihanna performed at the Super Bowl wearing a red jumpsuit, touching up her makeup with Fenty Beauty’s Invisimatte Matifying Powder, generating $5.6M in media impact value.
Social media
Rihanna has a massive social media following, with around 150 million followers on Instagram. Here she is seen posting frequently Fenty Beauty products, showing what is new and also showing how to use it, positioning her brand as a key part of her style.
Campaigns
Rihanna has been featured in several Fenty Beauty campaigns, including the brand’s launch campaign in 2017. Her participation in these campaigns helps to build brand recognition and credibility.
Partnerships
Rihanna has partnered with other high-profile celebrities and influencers to promote Fenty Beauty products. These partnerships are carefully selected to ensure alignment with Fenty Beauty’s values and to maximize reach and impact. By featuring influencers who genuinely connect with their audience and represent a wide range of skin tones and types, Fenty Beauty ensures that their products are seen and endorsed by a diverse group of consumers.
Fenty Beauty’s global reach
By partnering with major retailers like Sephora, Ulta, Kohl’s, and Boots in the UK, Fenty Beauty has ensured broad accessibility to its products. These partnerships have facilitated the brand’s expansion into new markets and increased its visibility among potential consumers. With its global product reach spanning 137 countries, Fenty Beauty has successfully captured the attention of beauty enthusiasts worldwide.
Fenty Beauty’s contribution to the creation of a new standard in the cosmetics and beauty industry has been immense. Today, it would seem unthinkable for any makeup brand to launch without products that do not fit majority of skin type. This revolution was first addressed by Rihanna, making her the pioneer by raising the bar.
