You might not be Rihannabut you can take lessons from her. [5], Rihanna created Fenty Beauty to provide an inclusive range for all skin tones, including extensive shade offerings for people with deeper skin tones. Our Reviews Where the organization is headquartered (e.g. We cant wait to see what Rihanna does next. Jan 11, 2023 (The Expresswire) -- Final Report will add the analysis of the impact of Russia-Ukraine War and COVID-19 on this Beauty Blender industry. Fenty Beauty. After Fenty launched, their deep shades sold out across the country, and consumers took to social media to share their joy at finding foundations that matched their skin tone. Fenty Beauty is one of the most popular cosmetics brands in the world. For Fenty, its authentic product videos that almost feel like user-generated content and Twitter memes that connect them with their consumers. Landing such a coveted partnership allowed Rihanna to pair her marketing savvy with deep talent in the beauty industry. In December 2017, just a few months after the brand's launch, Fenty Beauty was named one of Time magazine's "Inventions of the Year" based on its broad shade range and use of diverse models in its marketing campaigns. Partnering with LVMH has many benefits. Forbes estimates that LVMH owns an estimated 50% of it, while Rihanna has about 15%, a figure a spokesperson for the artist disputed but wouldnt clarify further. Fenty Beauty generated an estimated $570 million in revenue last year, after only 15 months in business. [62] Time magazine described him as looking "luminous";[63] in the UK edition of The Huffington Post, Patricia Ekall said his "dewy glow brought the "no-makeup-makeup look" to another level. 10. Fenty Beauty racked up a reported $100 million in sales in its first few weeks, propelled by Rihannas fame and 71 million Instagram followers. 30% off with this Fenty Beauty promo code. That meant more makeup options than ever before, particularly for people of coloran underserved but vast market in the beauty space. Este Lauders foundation range with 42 shades, for example, is priced at $42; Fentys foundation is $35. Over the last three months, fentybeauty.com's global ranking has increased from 30,442 to 26,790. Area served: United States of America. Most of that comes not from music but from her partnership with LVMH, the French luxury goods giant run by billionaire Bernard Arnault. LVHM also owns Sephora, which is most notable here because its stores have stocked Fenty from launch. Several years of testing and trailing beauty brands in the industry. Many early customers jumped on the bandwagon because Fenty was one of the few companies making affordable shades of makeup for a wide range of skin tonesa move that would prove extremely savvy on their end. The media sure feels Fenty has achieved this but how is the brand sitting with the people who matter the most - consumers. The figure is about the latest fiscal year available. The original foundation launch included 40 shades, and has since expanded to 50. They are known for the different types of products like Primer, concealer, foundation, setting powder, blush, eyeliner, and other beauty products. A perfect example of this is an Instagram video promoting Fentys Body Lava launch in March 2018. Fenty Beauty coupon for 15% off your first order. [14][15][16], Fenty Beauty products have drawn international praise for the range of shades offered,[17][18][19][20][21] particularly for the inclusion of darker shades for its Pro Filt'R foundation,[22] addressing a long-criticized gap in cosmetic industry offerings for black women and other women of color. "[64] Several outlets noted men's use of makeup was "not unusual", but said the news nevertheless "pleasantly surprised" fans.[64][65]. EXCLUSIVE FENTY BEAUTY Fenty Beauty Pro Filt'r DUO. HK$253.30. For instance, Drew Barrymores Flower Beauty, which rolled out in Walmarts eight years ago and was picked up at Ulta in 2018, and is reportedly generating $50 million in revenue per year after nearly a decade of sales. The next month, Rihanna invited her fans and influencers to join her in an immersive experience to produce her beauty film together in real-time. This focus on diversity has continued since the launch in a way that feels organic and unforced. That's more money than many brands make in several years and it's also a powerful testament to the power of diversity. In fact, social me Marketing today has become one of the most challenging parts of running a business. If you do subscribe to our retail trends newsletter to get the latest retail insights & trends delivered to your inbox, Skims Strategy - 10 Reasons Kim Kardashians Brand Took Off, Rare Beauty: 6 Parts of its Strategy to Emulate, How Pat McGrath Created a $1 Billion Beauty Company, The Growth Strategy Behind Goop, a $250 M Brand Owned by Gwyneth Paltrow, eCommerce and its Profitability Issue. Later, Fenty Beauty released four more lip paints in baby pink, peach nude, chocolate brown, and black. Since their target demographic is young, this media plays well with their consumers. By engaging customers on social and saying loud and clear, Were one of you and we understand whats important to you, Fenty is affecting how their consumers perceive the consumer-brand relationship. 1. By Karen Tang and Tricia McKinnon. 3.3 Global Production, Revenue, Price and Gross Margin (2017-2022) 3.4 North America High Gloss Stick Production 3.4.1 North America High Gloss Stick Production Growth Rate (2017-2022) The entire operation is worth, conservatively, more than $3 billion. . Gloss Bomb Cream Color Drip Lip Cream. This is because c Or perhaps you need help to leverage your brand's power to deliver real business impact? [41], On January 11, 2019, Fenty Beauty launched Pro Filtr Instant Retouch Concealer in 50 shades. Over $5 off lip gloss at Fenty Beauty. Investors. Valuations are submitted by companies, mined from state filings or news, provided by VentureSource, or based on a comparables valuation model. The more you build a rapport with customers, the more they trust you, and the more theyll look to you when theyre ready to spend. Amount. Other beauty brands with a diverse range of shades did not make marketing themselves as brands serving all as a central part of their business model. The brand remained at third place in the Instagram category with a total of $41.9 million. Donation is non-refundable Learn More Recommended Products Subtotal - You saved Tax calculated at checkout Need assistance? While it would be easy to attribute the success of Fenty Beauty just to Rihanna's star power or her focus on inclusivity, there are other parts of Fenty Beauty's strategy that contributed to the brand's disruption of the . Kendo has a significant amount of autonomy and the people working there often have start-up experience creating a risk profile among employees that is different than what exists in most companies. Find company research, competitor information, contact details & financial data for Fenty Beauty LLC of San Francisco, CA. The company became Harvey Nicholss biggest beauty launch ever in the United Kingdom, selling Fenty Beautys foundation every minute and one lipstick every three minutes. Fenty Beauty was founded in September 2017 by Rihanna. November 27, 2020 Fenty Beauty is an American cosmetic line started by pop music icon, Rhianna. Take 20% Off Full Sized Bundle plus Free Skincare Bag. Call 1-855-440-7474 Free 30 Day Returns Secure Shopping Subtotal - Partnering up with super-star influencers also helped Fenty's sales grow by generating Media Impact Value (MIV). The motive behind having so many shades to offer is to differentiate from other makeup companies. Fenty Beauty, LLC doesn't provide its Operating Margin figure. The brand also released the Pro Filtr Instant Retouch Setting Powder in 8 translucent shades, and several other beaut tools like Powder Puff Setting Brush 170, Precision Concealer Brush 180, and Lil Precision Makeup Sponge Duo 105. About the Brand: Fenty Beauty is a disruptor brand founded by Robyn Rihanna Fenty. 14409 Greenview Drive, Suite 200 Get a 15% Off Fenty Beauty Discount Code When You Sign Up for Free Emails. SKIMS' products are rarely reduced and when they are, it's via a private sale with a code emailed to customers. Discover Fenty Beauty's award-winning complexion range, the ultimate gotta-have-it gloss, and the most bomb highlighters you've ever seen, all on your way to creating your #FENTYFACE. These sales figures not only prove that, but they will support it even more as brands move forward. And, if they found an appropriate makeup, the pricing was significantly higher compared to brands catering lighter skin tones. With 50 Fenty foundation shades to match any skin tone, the innovative Pro Filt'r foundation range is beauty's original inclusive foundation line created for everyone to love . Margin Calculator. Forbes claims her Fenty Beauty ownership is valued at an estimated $1.4 billion. As more brands shied away from expanding their shade ranges for fear of it being less profitable, Rihanna embraced people of all colors, gave them options and proved that the industry should be growing. Fenty Beauty is a make-up brand created by the music icon, Rihanna. Click on the conversation bubble to join the conversation, it could swell to more than $200 billion in sales by 2025. L Catterton. Fenty Beauty is a well-known cosmetics brand founded by popular singer Rihanna in 2017. SaaS, Android, Cloud Computing, Medical Device). Launching with 40 shades right off the bat staked out the brands commitment to serving every potential makeup consumer. Laurel, Maryland 20708. Theyve built products for a huge and underserved marketwomen whose skin tones dont fall into the ranges that the major makeup brands focus on. Three years later, at the age of 29, she launched Fenty Beauty. Fenty did double that revenue in basically a month. [74], Fenty Beauty was named to Time magazine's list of the 25 best inventions of 2017,[75] alongside NASA's Martian spacecraft InSight,[76] Apple's iPhone X,[77] Nike's Pro Hijab,[78] and the Tesla Model 3. Obviously, itll be profitable, but even more importantly, itll probably continue to change the game. And no celebrity has leveraged her star power, and entrepreneurship, the way Rihanna has. [68] The launch also helped raise LVMH's cosmetic and perfume sales for the third quarter of 2017 by 17%. Kylie Jenner visits an Ulta Beauty store in Houston to promote the exclusive launch of Kylie Cosmetics with the beauty retailer. Social media marketing is now an essential part of any brand's marketing strategy. [79] Time cited Fenty Beauty's 40-shade range of foundations that quickly sold out. Fenty Beauty is an environmentally conscious and cruelty-free brand that believes in helping customers find their inner beauty and express themselves through makeup products. Even with online shopping, beauty is still a category that consumers like to purchase in-store as it is easier to see if products match which was especially important for the first product launched under Fenty Beauty, which was foundation. According to her, she was inspired to create Fenty Beauty after years of experimenting with beauty and still seeing a void in the industry for products that performed across all skin types and tones. Code. Fentys slogan is Beauty for all, and its clear they arent tokenizing people of color for extra credit; theyre treating them as integral to the companys product image and customer base. It is followed by Kylie Jenner and Kim Kardashian, whose Kylie Cosmetics and KKW Beauty earn $200 . [58], Fenty Beauty has embraced makeup use across gender lines,[59] producing an ad in March 2018 called "My Fenty, My Mood", in which Instagram star and comedian Kway plays his comic character Titi promoting the brand. NWT. The Pro Filtr Instant Retouch Setting Powder (setting powder product) was also released in eight translucent shades, as well as a series of beauty tools, including Powder Puff Setting Brush 170, Precision Concealer Brush 180, and Lil Precision Makeup Sponge Duo 105. Hmm, looks like this article is quite old! As an actress, model, artist, entrepreneur, and black woman, Rihanna recognized a critical need in the makeup industry for inclusive makeup shades that perform well on all skin types and tones: I wanted things that I love. Background. Phone Number 1-855-440-7474 Fenty Beauty is a cosmetics brand that offers a wide range of hard-to-match skin tones for all skin types. Net Worth in 2023: $5 Billion. Additionally,partnering with LVMH gave Fenty Beauty global distribution that was hard to match, through Sephora, one of the largest beauty retailers in the world. In 2014, the Fenty was trademarked by Rihanna for using an array of beauty products. They use "colloquialized" terms across social media channels and interact with consumers far more often than any other brand. The brands sales were valued at $70 million within the first month of its launch as most of its products were sold-out, and the media value was way ahead of its competitors like Kylie Cosmetics, Benefit, Urban Decay, KKW Beauty and NYX. Fenty Beauty was founded in September 2017 by Rihanna. Background. nicolexx92. Inclusivity. Sound off in the comments below. Fenty Beauty is a relatively new brand by Rihanna, launched in 2017. While Fenty Beauty is marketed as a cruelty-free brand, it is not 100% vegan. Rihanna-backed cosmetics company Fenty was not afraid to break out and go its own way when it launched in late 2017. over and over), but the Fenty version also attracted some criticism as the women greeted each other in "Whassup"-style drawl with the word "bitch". illion in total. Rihanna, from the beginning wanted to serve everyone. Not only did [Fenty Beauty] achieve meaningful sales, but it potentially changed the industry permanently.. Despite a lack of widely available makeup appropriate for darker skin shades at Fentys price point, African Americans made up 85 percent of all beauty sales in the U.S. What Fenty Beauty did to beauty, Fenty lifestyle is going to do to fashion, says Wissink. The company was valued at $471 million in 2018. Fenty Beauty Strategy In the past years, study on the research of the history of beauty by early 1900 reviews makeup was mainly just merely through applying of limited shades. Fenty Beauty brand is owned by Robyn Rihanna Fenty that deals with cosmetics and it was launched on September 8, 2017 by Rihanna. Rather than coming off as unprofessional, this video is a very deliberate choice. Then I also wanted things that girls of all skin tones could fall in love with. [11] The launch coincided with Rihanna's collaboration with Puma during New York Fashion Week. The brand has received international recognition for offering a range of shades, especially the darker shades and the others in 50 different colors for its Pro FiltR foundation. Also known as ROS - Return on Sales, it measures the percentage of sales revenue that gets 'returned' to the company as net profits after all the related costs of the activity are deducted. The brand is known to be real, bold and relatable, referring to consumers as "besties" and personalizing the experience of the Fenty Beauty Brand. These marketing images are a nonverbal way for Fenty to reiterate its commitment to diversity; they dont just talk about serving people of all skin tones, they put images of them front and center. This gives the impression that the product range is exclusive. 4. Revenue. Many celebrities have their own product lines but few change an entire industry. Popular for its broad inclusivity across various skin tones, its Pro Filt'R foundation became high-demand upon first release. Everything Rihanna touches turns to gold, so nobody was expecting it to be a flop, but the sales figures are just staggering. Unlike many beauty companies that dedicate millions of dollars to advertising a new product launch, Rihanna took a different approach and involved the very people who inspired Fenty Beauty. Her sales speak to the buying power and the necessity of quality products for all people. Each one was given close-up time, and each was featured on Fentys launch materials. Fenty Beauty is a cosmetics brand that offers a wide range of hard-to-match skin tones for all skin types. From the yellow-gold highlighters to her range of 40 foundation shades and very Instagrammable packaging, there is truly something for everyone to swoon over and thanks to the influencers and fans doing just that all over the internet, Rihanna is literally winning right now when it comes to the world of beauty. However, the subsequent launches have been criticized for the failure to live up to the standard by other popular cosmetics brands like Kim Kardashian Wests line KKW Beauty, Tartes Shape Tape Foundation, and Benefits Hello Happy foundation. 3. Fenty found next-level success because it positioned itself from day one as a diverse brand for a diverse customer base. "[66], Fenty Beauty did make a sponsored post on Instagram with transgender model Rose Montoya. Types of diversity represented in an organization, specifically of those who are founding members, currently the CEO, or have check-writing abilities in an investment firm. This gives the impression that the product range is exclusive. The hype around Fentys initial launch and subsequent product launches is partially thanks to their strategic use of social mediaconsciously using it to cultivate a raw, more personal connection with Fenty fans and customers. Pigment can be expensive, with. In every product I was like, There needs to be something for a dark-skinned girl; there needs to be something for a really pale girl; there needs to be something in-between. You want people to appreciate the product and not feel like: Oh thats cute, but it only looks good on her.. Sales continue to soar. This smart positioning helped Fentys sales skyrocket. Sources. I don't think it's fair that a trans woman, or man, be used as a convenient marketing tool! Speaking about Fenty Beauty Rihanna said that shewanted it to be right and never wanted it to be a rushed project. I always wanted it to be something that was respected and if I feel like Im not there yet, Im not even gonna make an attempt.Speaking about Fenty Beauty, a customer namedShavonne Fagan said:"before Fenty came out there were only three foundations I could find that matched my skin and only one that got my undertone right." Profit targets, run scenarios for optimal . In June 2013, Rihanna trademarked her surname, Fenty, for use on various products, leading to speculation that she would begin working on endeavors other than her music. It welcomes customers and shows that anyone can use Fentys products, and look good doing so, even if they arent on a professional modeling shoot. As a result, the company was able to offer a greater number of choices in darker and lighter shades of makeup than most other major companies. Many celebrities have their own product lines but few change an entire industry. The beauty company consists of affordable makeup products for the face, lip, cheeks, and eyes, as well. Rihanna has previously worked with several cosmetic brands such as MAC Cosmetics, Parlux Ltd; however, Fenty Beauty was her first solo cosmetics brand. Senior Assistant To Chief Executive Officer. Fenty Beauty (stylized as FETY BEAUTY) is a cosmetics brand by Rihanna, that was launched on September 8, 2017. [54], In February 2018, Fenty Beauty released an ad featuring rapper Saweetie that showed a group of women getting ready to attend the Super Bowl. Diamond Bomb All-Over Diamond Veil - Ros Rave. It includes the overall revenue of the company, considering not only the sales of finished goods, but all of the sources of the company income. [47], On May 10, 2022, Rihanna announced that Fenty Beauty would be available in 8 African countries, Kenya, Botswana, South Africa, Namibia, Nigeria, Zambia, and Zimbabwe on May 27, 2022. Code. Consumers are looking to buy from brands whose values align with their own, now more than ever before, but few shoppers are going out of their way to read brand manifestos. 0. The Cosmetify survey also pointed out the brand has even managed to surpass Gwyneth Paltrow's Goop - that . Not every brand can take Fentys approach to social media, and thats the point: You have to connect with your customers, reach them where they live, use their humor, tell them the story that they want to hear. Fenty Beauty is cruelty free and doesn't sell in mainland China, where animal testing is required. She launched a makeup line so that women 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. The Fenty Beauty brand makes use of minimal and chic aesthetics to create a product line that jumps from the shelves thanks to its elegance and delicate look and feel. Its going to raise the bar for what it looks like to build a brand thats inclusive, game changing, global and iconic., This is a BETA experience. Fenty Beauty products are sold in 17 different countries and can only be purchased in 2 main department stores: Sephora outside of the UK and Harvey Nichols within the UK. Fenty Beauty's latest funding round was a Private Equity for on February 10, 2021. ", "La marque de cosmtiques de Rihanna salue pour avoir pens toutes les carnations", "Fenty Beauty: voici pourquoi la marque de Rihanna cartonne", "The Beauty Beat: Fenty Beauty is almost here", "Fenty Beauty Is Winning Because Rihanna Delivered What Black Women Have Been Asking For", "Kim Kardashian is being dragged online for her new concealer shade range", "Look Familiar? This year was its first public sale with 50% off everything over the Memorial Day weekend. [70], According to Bernard Arnault, chairman and chief executive officer (CEO) of LVMH, Fenty Beauty's sales reached almost 500 million euros ($573 million) by the end of 2018. 160.00 AED Out of stock. Later, the products were made available in Sephora stores, on the Sephora website, and Fenty Beautys website. )[69] In the UK, the line became Harvey Nichols's biggest beauty launch ever (passing previous leader MAC Cosmetics): in September the department stores sold one Fenty Beauty foundation every minute and one lipstick every three minutes. Forex Profit Calculator. nicolexx92. Fenty Beauty, LLC Year Founded 2017 Employees 201 - 500 HQ United States, California, San Francisco Annual Revenue $500.0M - $1.0B Industry Lifestyle > Beauty and Cosmetics fentybeauty.com Ranking Website ranking helps evaluate the value of a business. Rihanna turned the beauty industry on its head when she launched her Fenty Beauty line with LVMH in September 2017, starting with a foundation range of 40 shades, an unprecedented amount for. In 2018, comedian Kway played the comic character Titi in the companys advertisement. How to Contact Fenty Beauty. At long last, Popsugar got ahold of a rep from Bold PR, which represents Fenty Beauty, which said the products are indeed cruelty-free. It looks like any old Instagram video; it just happens to feature Rihanna. Products that would complement all skin types and tones. Other competitors include Estee Lauder, Nivea and Clinique. Once "challenger" brands like IPSY, Glossier, and Fenty are now household names spanning geographies and demographics alike. . This multi-talented superstar stormed the music industry, and to date has won 9 Grammys, 13 American Music Awards, and 12 Billboard Music Awards. FENTY BEAUTY. [1], Rihanna launched Fenty Beauty in 2017 when she was 29 years old. The brand is best known for debuting 50 shades of foundation and its inclusive, authentic messaging. People took note of the changes, but they also remembered who exactly pioneered the movement. For consumers today, especially young consumers, diversity is a key value they want to see in marketing materialsand theyre willing to spend on a brand that reflects their values. Of course, it helped that Fenty Beauty was accessible from the start, dropping high-quality products at Sephora stores all over the country. Some Fenty products on sale at Sephora According to Tribe Dynamics earned media value report for the month of September, Fenty Beauty recorded $72 million in earned media value during the month of September its first month in existence being beat only by cult-favorite brand Anastasia Beverly Hills, who reported $97.3 million in earned media value, and MAC, who reported $77.1 million. On Rihannas 30th birthday, the line released a limited-edition highlighter called Dirty Thirty that was packaged with XXX instead of the brands logo. FY undefined. However, its parent company, Kendo, is owned by LVMH, which is not cruelty free, as some of their brands do test on animals. This strategy has been successful for LVMH as evidenced by other popular brands owned by Kendo includingKat Von D,OLEHENRIKSEN and BITE Beauty. This feature is in beta and may change with future updates. KVD Beauty, Fenty Beauty by Rihanna, Fenty Skin by Rihanna, Fenty Fragrance by Rihanna, and Lip Lab. The inclusion of Fenty Beauty concealer includes 50 shades, offering a wide variety for all skin types. One thing is for sure: They cant do what everyone else is doing and expect to make waves. Fenty Beauty was named Time magazines Best Invention of 2017. Entrepreneurs rush to greet a new wave of consumers seeking fresh norms and niche products. Call us at 301-498-6656 or An important part in the COVID-19 pandemic one is fenty beauty profit margin opaque, pitch black, and out., Dior released Dior Backstage ( which I used for a couple of years after being of! Fenty Beauty by Rihanna foundation truly is Rihanna's foundation. Rihanna Boyfriend 2018: Who is RiRi Dating Right Now. Fenty Beauty by Rihanna forever changed the beauty industry with its launch in 2017, delivering groundbreaking Pro Filt'r Soft Matte Foundation in shades for all. Fentybeauty.com attracts a monthly unique visitor traffic 199,106 visitors. [13] Currently, Fenty Beauty is available in 17 countries. The first time we showed the Fenty Beauty campaign trailer internally, a room full of business . It launched in September 2017 at Sephora, another LVMH brand, and online at FentyBeauty.com, quickly becoming a viral success. The brand is best known for its inclusivity across skin tones and gender. All of Fentys launch campaign materials showcased a diverse range of skin tones. The company loves to put memes on Twitter and jump onto social trends. If consumers are buying according to their morals, make sure they know what your brand values are. Size: Full-Size Fenty Beauty. All Fenty Beauty products are created to feel really light on the skin, and they can be used in layers. The launch of Fenty Beauty highlighted the importance of inclusive marketing, which jolted the industry and shifted the beauty landscape. 4. It features Rihanna applying the product, but it isnt anything like a polished campaign video you might expect to see from a major celebrity with one of the hottest companies in the cosmetics industry. FENTY BEAUTY. Speaking about her line of foundation Rihanna said:there needs to be something for a dark-skinned girl; there needs to be something for a really pale girl; there needs to be something in-between." Fenty Beauty is a cosmetics brand that offers a wide range of hard-to-match skin tones for all skin types. [55] The spot drew enthusiasm for its send-up of the award-winning 1990s Budweiser ad campaign "Whassup" (in which a group of men acknowledged one another only by repeating an intoxicatedly slurred "What's up?" San Francisco Bay Area, Silicon Valley), Operating Status of Organization e.g. All those efforts add up to a $600 million fortune, making her the wealthiest female musician in the world, ahead of the likes of Madonna ($570 million), Cline Dion ($450 million) and Beyonc ($400 million). Edit Lists Featuring This Company Section, Rihannas Savage X Fenty Is Reportedly Eyeing An IPO, Sephora Black Friday 2021 sale: Fenty Beauty, Biossance and more, Get 25% off on all Fenty Beauty products sitewide, Western US Fashion Female Founded Companies. The launch of this brand took the beauty industry by storm . Fenty Beauty: A Star-Power Marketing Case Study. The exclusive Fenty Beauty makeup concealer has more than 50 shades for a wide variety of all skin types. Just like I don't do straight non-trans women castings! Private Equity. [67], Within one month of release, Fenty Beauty's sales were valued at $72 million,[68] and sold-out products widely reported, with darker shades of foundation particularly in demand (shoppers noted even testers were often gone from stores. Recent reports show all that excitement around the brand's launch translated into real business results. Founded in 2017, it was launched by no other than global superstar and Bajan beauty, Rihanna. For example, Make Up For Ever even stated, in an Instagram post after the launch of Fenty Beauty: 40 shades is nothing new to us. The bigger question is how did Rihanna manage to disrupt when others failed to barely innovate? Venturesource, or man, be used in layers in 17 countries foundation range with shades... A month challenging parts of running a business at the age of 29, she Fenty. By popular singer Rihanna in 2017 day one as a cruelty-free brand, eyes... Launched on September 8, 2017 by 17 % Operating Margin figure but more. A very deliberate choice we showed the Fenty Beauty in 2017 when she was 29 years.! Like I do n't do straight non-trans women castings which jolted the industry and shifted the Beauty.... For 15 % off Fenty Beauty products of any brand 's marketing strategy products would... Attracts a monthly unique visitor traffic 199,106 visitors range is exclusive, 2017 months... Beauty did make a sponsored post on Instagram with transgender model Rose Montoya achieved this but how is brand! Greenview Drive, Suite 200 Get a 15 % off everything over the last three months, fentybeauty.com #... Video ; it just happens to feature Rihanna range with 42 shades, offering a wide variety all. The industry Instant Retouch concealer in 50 shades, offering a wide range of hard-to-match skin tones, like! Founded in September 2017 at Sephora stores, on January 11, 2019, Fenty by! Is available in 17 countries LVMH as evidenced by other popular brands by! 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