Fenty Beauty, Rihanna’s long-awaited new beauty line from LVMH, is finally here, and — as promised — pushes the singer’s inclusivity meaning to high decibels: It offers 40 different hues of foundation.
Unveiled at midnight at Sephora, also had by LVMH, the performer welcomed the Rihanna Navy by working the register herself, in an event timed to NY Fashion Week. The Fenty kick off is massive, including 1,600 stores in 17 countries, an introduction befitting the woman the NPD Group has called the world’s most marketable celebrity. Her sneaker collaborations, called Fenty X Puma, continue steadily to crank out some of the sneaker world’s fastest-selling styles, and she’s also acquired lots of hit fragrances under her belt.
The campaign includes a video for Fenty, which is her previous name, with women of most different colors and complexions. Since the deal, reportedly worthwhile $10 million, was announced earlier this year, the singer has said that her objective was creating products that flatter everyone’s skin tone. While women of color constitute 35% of American women, the cosmetics counter has been a source of long simmering frustration, even with area of interest lines specifically targeted at them.
With 91 different products, LVMH describes the collection as both edgy and girly, centering first on “The Fenty Face,” finding a mixture of matte, shine-free concealers, basis and natural powder, before layering on colors, shimmer, glitter and a common product called Gloss Bomb.
The line originates from Kendo. LVMH’s beauty-brand incubator, which has also launched products for Marc Jacobs and Kat Von D.
While sales of prestige beauty products are selling well overall, up 4% in the first one fourth of 2017, corresponding to NPD, LVMH’s are faring better still. The luxury-brand possessing company says organic sales in its beauty and cosmetic makeup products section are up 12% in the first 1 / 2 of the year. And in its selective retailing section, which include Sephora, sales are also up 12%.