American singer, actress, fashion designer, and businesswoman Rihanna will launch her Fenty Beauty and Fenty Skin products in Kenya this month.
The Umbrella hitmaker took to her social media handles on Tuesday, May 10 to announce that the products will be released in the country on May 27, 2022, alongside other African countries
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They include Botswana, Ghana, Namibia, South Africa, Zambia and Zimbabwe.
“I’ve been waiting for this moment!! Fenty Beauty & Fenty Skin are finally dropping in AFRICA!!!
“Botswana, Ghana, Kenya, Namibia, Nigeria, South Africa, Zambia, Zimbabwe…we comin at ya May 27th and that’s just the beginning!!! #FentyAfrica,” she wrote in part.
Fenty Beauty profile
The cosmetics brand, which Rihanna launched on September 8, 2017, became an instant hit owing to its broad inclusivity across skin tones and gender.
The original foundation launch had included up to 40 shades prior to its expansion to 50. The inclusion of Fenty Beauty concealer includes 50 shades offering a wide variety to all skin types.
The intent behind having so many shades to offer is to differentiate from other makeup companies that do not cater to a broad market.
Rihanna was inspired to create Fenty Beauty & Fenty Skin after years of experimenting with the best-of-the-best in beauty—and still seeing a void in the industry for products that performed across all skin types and tones.
She began with Fenty Beauty foundation, face primer and Gloss Bomb, she launched a makeup line “so that people everywhere would be included,” focusing on a wide range of traditionally hard-to-match skin tones, creating formulas that work for all skin types, and pinpointing universal shades.
From Pro Filt’r Soft Matte Foundation, Hydrating Foundation & Powder Foundation that changed the game with 50 inclusive shades, to the fan-fave concealer and setting powder, to the wide shade range of cream blush, Fenty Beauty products are designed to feel lightweight and love to be layered.
Most importantly, Rihanna highlighted that she creates makeup to inspire.
“Makeup is there for you to have fun with. It should never feel like pressure. It should never feel like a uniform. Feel free to take chances, and take risks, and dare to do something new or different,” she explains on the company’s website.
Fenty has a foundation shade finder quiz which helps customers get matched with unique shade recommendations based on their skin tone. It also offers essentials all in one click by shopping our sets + travel kits.
After changing the beauty game, she decided to take over the skincare world. Starting with cleanser, toner and moisturizer she launched Fenty Skin to “create amazing products that really work, that are easy to use, and everyone can get in on.”
Rihanna developed the line with luxury conglomerate Louis Vuitton Moët Hennessey (LVMH), signing a deal in 2016 to produce Fenty Beauty through LVMH’s Kendo division.
Kendo Holdings, Inc, is an “incubator” company that manufactures cosmetics as white-label products for sale through cosmetics retailer Sephora, another LVMH subsidiary, as well as other outlets.
Fenty Beauty made Ksh8.4 billion (US$72 million) in earned media value during its first month, beating other high-end brands such as Kylie Cosmetics by Kylie Jenner, Benefit, Urban Decay, KKW Beauty by Kim Kardashian and NYX. Also in the brand’s first month, Fenty Beauty-related content received 132 million views on YouTube.
It also drew international accolades for diversity in its advertising campaign, which prominently featured numerous black models and other models of colour.
Fenty Beauty was named one of Time magazine’s best inventions of 2017 alongside the likes of Apple’s iPhone X, NASA, Martian spacecraft InSight and the Tesla Model 3.
The whole company is worth approximately Ksh324.9 billion (US$2.8 billion), 50 per cent of which is owned by Rihanna, who is its CEO.