Fenty Beauty
By Rihanna
The Story
Fenty Beauty launched in September 2017 with 40 shades of foundation, immediately disrupting the beauty industry and setting a new standard for inclusivity. Created by Rihanna in partnership with LVMH, the brand generated $100 million in sales within its first 40 days. Fenty Beauty forced the entire industry to expand shade ranges and rethink who beauty is for. The brand has since expanded into skincare (Fenty Skin), fragrance (Fenty Eau de Parfum), and continues to push boundaries with innovative formulas.
Available At
BeautyShield Protection
Every Fenty Beauty product is eligible for instant replacement protection
Founder Story
Rihanna spent over two years developing Fenty Beauty before its launch, personally testing every shade on diverse skin tones. Growing up in Barbados, she experienced firsthand the frustration of not finding foundation that matched her skin. She partnered with LVMH Kendo Brands division, which gave her access to world-class laboratories while maintaining full creative control. The launch of 40 foundation shades was considered radical at the time. TIME Magazine named Fenty Beauty one of the best inventions of 2017, and the brand has since expanded to 50 shades.
Behind the Scenes
Fenty Beauty products are developed in collaboration with LVMH research laboratories, combining Rihanna creative vision with cutting-edge cosmetic science. Every product is tested on a diverse panel of skin tones, from the fairest to the deepest, ensuring universal performance. The brand operates on a drop model inspired by streetwear culture, releasing limited collections that create urgency and excitement.
Key Milestones
Launches with 40-shade Pro Filtr Foundation at Sephora
Named one of TIME Magazine Best Inventions of 2017
Expanded to 50 foundation shades, setting new industry standard
Fenty Skin launches as a gender-neutral skincare line
Fenty Eau de Parfum debuts, entering the fragrance category
Fenty Hair announced, expanding into haircare
Starter Kits
Curated bundles with bundled protection savings
The Fenty Face
Get the full Fenty glow. Includes Pro Filtr Foundation, Killawatt Highlighter, and Sun Stalkr Bronzer.
Gloss and Glow Kit
Rihanna signature lip and face combo. Includes Gloss Bomb, Eaze Drop Skin Tint, and Invisimatte Powder.
Product Catalogue
Pro Filt'r Soft Matte Foundation
Soft matte longwear foundation in 50 shades. Oil-free, buildable coverage.
Gloss Bomb Universal Lip Luminizer
Shimmering lip gloss that looks good on everyone. Non-sticky, conditioning formula.
Killawatt Freestyle Highlighter
Cream-to-powder highlighter duo with intense shimmer.
Sun Stalk'r Bronzer
Instant warmth bronzer in 8 shades for all skin tones.
Eaze Drop Blurring Skin Tint
Lightweight skin tint with blurring effect in 25 shades.
Icon Velvet Liquid Lipstick
Weightless velvet matte liquid lipstick with all-day wear.
Snap Shadows Mix & Match Palette
Compact 6-shade eyeshadow palette with mix-and-match magnetic design.
Invisimatte Blotting Powder
Universal setting and blotting powder for on-the-go touch-ups.