In 2017, Rihanna took both the internet and cosmetic industry by storm with the launch of her Brand new beauty line called Fenty Beauty. Now, what was the USP of it all?

It was the massive 40+ foundation shades that Fenty Beauty launched. The Cosmetics Industry has been an oversaturated market for a few decades now but it always had some niches that one could tap into. Rihanna’s move to launch foundations in 40 distinct shades was a cultural movement. Not only did she earn a lot of money doing that, she started a whole new wave of inclusivity.

We hear the word inclusivity quite often these days but being inclusive was not always a thing. With Rihanna’s massively successful business launch, the beauty industry understood the sheer demand for products that cater to different needs and how well they can perform.

All the other leading cosmetic brands started launching their versions of a new foundation range with more shades but no one could gain the success and the buzz that Fenty Beauty did. Fenty had the first-mover advantage and they used it very effectively. 

Now let’s take a deeper look at the influence that Fenty Beauty has on the cosmetic industry:

1. Diversity & Inclusivity: Fenty Beauty’s dedication to inclusivity was one of its most distinctive characteristics. When the brand first launched, it offered a wide variety of foundation shades that suit a wide range of skin tones, including some that are sometimes ignored by popular beauty brands. Fenty Beauty challenged other brands to follow suit by setting a new bar for inclusivity in the cosmetics industry by offering 40 different foundation tones at launch and then increasing the range.
2. Representation: Fenty Beauty’s advertising campaigns and product lines mirrored Rihanna’s own beliefs of appreciating uniqueness and embracing diversity. To promote a more inclusive and representative definition of beauty, the brand included models in its promotional materials with a range of races, skin tones, and body types. Customers now felt seen, appreciated, and represented in the beauty industry because Fenty Beauty displayed a wide variety of faces and voices.
3. Cultural Impact: Other firms were forced to reevaluate their product lines and advertising tactics as a result of Fenty Beauty’s launch, which spurred discussions regarding diversity and representation in the cosmetics business. The brand gained more traction and recognition as a result of Rihanna’s impact as a global star and trendsetter. Other beauty brands were encouraged to broaden their shade selections and welcome a more varied clientele by Fenty Beauty’s success, which proved the economic feasibility of diversity and inclusivity.
4. Innovation: Fenty Beauty was praised for its unique product formulas and packaging in addition to its dedication to inclusivity. Innovative beauty products were created by the firm, including the Pro Filt’r Soft Matte Longwear Foundation, which received positive reviews for its matte finish and long-lasting coverage. Furthermore, consumers were drawn to Fenty Beauty’s packaging design, which combined elegant, minimalist aesthetics with hints of Rihanna’s signature flair, which enhanced the brand’s overall appeal.
5. Social Media and Digital Marketing: To interact with customers and build a devoted fan base, Fenty Beauty made use of social media and digital marketing platforms. With millions of followers on social media sites like Instagram and Twitter, Rihanna’s presence on these platforms was a potent marketing tool for the company. Fenty Beauty increased their online presence and created excitement among beauty fans globally by strategically utilizing influencer collaborations, user-generated content, and interactive campaigns.
6. Business Success: Fenty Beauty’s revolutionary take on beauty led to immediate financial success. Within the first few weeks of its inception, the brand reportedly made over $100 million in sales, demonstrating its broad appeal and strong consumer demand. The success of Fenty Beauty disproved preconceived ideas about beauty marketing and showed that it is profitable to give inclusivity and diversity a priority when developing new products.

To sum up, the launch of Fenty Beauty by Rihanna changed the standards for inclusivity, representation, and innovation in the cosmetics business. Through its advocacy of diversity, subversion of conventional beauty standards, and emphasis on consumer inclusivity, Fenty Beauty established a new standard for the beauty industry and encouraged other firms to pursue similar goals. Because of Rihanna’s visionary business approach and unwavering dedication to empowering people through beauty, Fenty Beauty has become a trendsetter in the beauty landscape