Fragrance house

Fenty Beauty

Fenty Beauty launched on September 8, 2017, as Rihanna’s makeup brand, created in partnership with Kendo Brands, a beauty developer owned by LVMH. Rihanna developed the brand after identifying a gap in products designed to perform across all skin tones and types, making inclusivity a central creative mandate. Its debut focused on complexion products, including 40 Pro Filt’r foundation shades and a layering-oriented “Fenty Face” approach. Rihanna described herself as fully involved in product and packaging creation, with creative freedom essential to keeping the work true to her vision. TIME included Fenty Beauty among its 25 Best Inventions of 2017 after the September launch. In 2019, Rihanna’s Fenty venture with LVMH expanded into a proposed luxury fashion house. In February 2021, the European ready-to-wear Fenty fashion activity was put on hold, while focus on the wider ecosystem’s cosmetics, skincare, and lingerie businesses was reaffirmed. Fenty Eau de Parfum is a defining fragrance example for the brand: announced in 2021 as a gender-neutral signature scent, it was created with Rihanna’s close involvement alongside perfumer Jacques Cavallier-Belletrud.