Fenty Beauty

Fenty Beauty is an American beauty brand founded by singer and entrepreneur Rihanna in 2017, launched in partnership with LVMH as the first brand created under the conglomerate's LVMH Ventures division. The brand made an immediate cultural impact by launching with 40 foundation shades, directly challenging industry norms of limited shade ranges and setting a new standard for inclusive beauty. Fenty Beauty's fragrance extension, including the Fenty Eau de Parfum launched in 2021, brought the same boldly inclusive philosophy to perfumery — a warm, musky, and approachable composition that attracted both beauty fans and fragrance newcomers. The brand positioned itself as democratising luxury, offering premium quality and sophisticated positioning at prices accessible to its broad fanbase. Fenty Beauty's cultural significance extends well beyond its products into the realm of representation and diversity in the beauty industry.