How Rihanna Became A Billionaire With Fenty Beauty
How Rihanna Became A Billionaire With Fenty Beauty
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00:00 Fenty Beauty is a makeup brand founded by pop superstar Rihanna in 2017.
00:08 The brand made a groundbreaking entrance into the beauty industry, with its wide range of
00:12 foundation shades that catered to women of all skin tones, especially those who had been
00:17 underrepresented in the makeup world.
00:22 Fenty Beauty has since become a household name known for its inclusive approach to beauty
00:27 and its high-quality innovative products.
00:30 With everything from bold lip colors to glittery eyeshadows, Fenty Beauty has something for
00:36 everyone.
00:39 Unsurprisingly, it has quickly become a favorite among makeup enthusiasts and celebrities alike.
00:48 Welcome to the Rich Rabbit and today we will be talking about Fenty Beauty.
00:53 From divine inspiration did the world unfold, and in turn, the world inspired the divine
00:59 to mold into artful creations wrought with care and devotion until the artists took over
01:07 with boundless emotion.
01:10 Popstar Rihanna was inspired to launch Fenty Beauty after years of experimenting with beauty
01:15 and still seeing a void in the industry for products that enhanced all skin types and
01:20 tones.
01:24 She was transfixed by her mother's lipstick when she was a little girl in Barbados.
01:30 The first time she experienced makeup herself, it became her source of self-expression.
01:39 So Rihanna developed her line of beauty products to provide for the inclusion of all skin tones
01:44 in cosmetics in 2016 with LVMH, after inking a deal to produce Fenty Beauty through the
01:51 luxury conglomerate's Kendo division.
01:55 Kendo Holdings is an incubator company that manufactures cosmetics as white label products,
02:01 for sale through cosmetics retailer Sephora, another LVMH subsidiary, as well as other
02:06 outlets.
02:08 Per Women's Wear Daily, LVMH may have paid $10 million for the deal.
02:16 Fenty Beauty's debut products went on sale on September 8, 2017.
02:23 The launch coincided with New York Fashion Week, where Rihanna had a show in collaboration
02:28 with Puma and it was promoted to the hilt.
02:31 In the UK, it was initially available in Harvey Nichols and then in Boots UK.
02:38 The beauty brand reportedly made $100 million in just over a month and today it is retailing
02:43 in over 15 countries.
02:48 It is an understatement to say that Fenty Beauty changed the face of the beauty industry,
02:54 with its 50-strong foundation range with diverse shades for every skin tone and type.
03:00 Undoubtedly, the success can be attributed to the pillars of inclusive beauty to founder
03:06 Rihanna, who has a mammoth fan base and to LVMH.
03:12 On January 11, 2019, Fenty Beauty launched Pro Filt'r Instant Retouch Concealer in 50
03:19 shades and that was a game changer.
03:24 Additionally, the Pro Filt'r foundation added 10 new shades with the concealer and foundation
03:31 shades corresponding with the same number.
03:35 The Pro Filt'r Instant Touch Setting Powder was also released in 8 translucent shades,
03:41 as well as a series of beauty tools, including Powder Puff Setting Brush 170, Precision Concealer
03:47 Brush 180 and Lil Precision Makeup Sponge Duo 105.
03:53 On February 17, 2022, Rihanna announced that Ulta Beauty Stores would begin carrying Fenty
03:59 Beauty products beginning March 6, 2022.
04:03 On May 10 that year, Rihanna announced that Fenty Beauty would be available in 8 African
04:09 countries.
04:11 In August 2022, Madison Beer was announced as the latest ambassador of Fenty Beauty,
04:17 joining Madison Bailey, Ken Lim and Nikita Kering.
04:21 The initial products released by Fenty Beauty were seen as reasonably priced and accessible
04:27 to a broad range of consumers.
04:29 Whenever the name Rihanna is involved, it means success.
04:37 In the brand's first month, Fenty Beauty recorded 72 million Zin-earned media value, ahead of
04:43 other high-profile brands, including Kylie Cosmetics, Benefit, Urban Decay, KKW Beauty
04:49 and NYX.
04:53 Also in the brand's first month, Fenty Beauty-related content received 132 million views on YouTube
04:59 alone.
05:02 In February 2018, Fenty Beauty released an ad featuring rapper Saweetie that showed a
05:07 group of women getting ready to attend the Super Bowl.
05:11 Rihanna was quite clear about the values of her brand.
05:13 She wanted her brand available to women everywhere around the world at the same time.
05:19 This was insanely difficult from an operational perspective.
05:25 Like we mentioned earlier, the brand went live in 15 countries on the same day at the
05:30 same hour, with a completely omni-channel marketing strategy.
05:36 Distributing content around the world in real-time required surgical precision.
05:41 One mistake could derail the entire marketing plan.
05:45 Press and consumers ultimately saw a fun and flawless execution.
05:51 But what they didn't see were the efforts of more than 500 global leaders across brand
05:56 and merchandising, supply chain, marketing, social and retailer teams doing synchronized
06:01 swimming to pull it off.
06:06 The consumer and market reactions were phenomenal.
06:09 They received photos of lines forming outside of the retailer's stores around the world.
06:15 Hundreds of people started posting selfies of themselves wearing Fenty Beauty on social
06:19 media.
06:20 The first repost was of a beautiful woman wearing a hijab.
06:25 And direct sales surpassed all initial estimations, crashing the website.
06:30 Super Bowl 2023, headlined by Rihanna, took the brand to another level.
06:37 Since the moment the pop star was announced as the performer at the 2023 Super Bowl halftime
06:42 show, there was buzz about who she would bring to guest star during her iconic first performance
06:49 back after a five-year hiatus.
06:53 The world speculated wildly, wondering who it might be.
06:57 Drake?
06:58 Jay-Z?
06:59 Her boyfriend A$AP Rocky?
07:02 The special guest no one saw coming was her unborn second child, with the singer revealing
07:08 her baby bump to the world in a custom low jumpsuit and alaya coats.
07:13 But leading up to the February 12th performance, the only guest appearance that seemed to be
07:18 inevitable was that of Rihanna's ever-present beauty brand Fenty Beauty.
07:24 From its groundbreaking launch in 2017, Fenty Beauty has been leading the charge for inclusivity
07:30 in the beauty industry.
07:33 With their extensive range of shades and innovative products, they have inspired many other brands
07:38 to follow suit.
07:41 We hope you enjoyed learning about Fenty Beauty and how it's changing the game in the world
07:45 of beauty industry.
07:47 And with that, it's time for us to call it a day, but we do hope that you liked our video
07:52 and found it informative.
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