When Rihanna launched Fenty Beauty in September 2017, it had that tengible excitement to it, drawing queues outside Harvey Nichols in London and Fenty Beauty Online. Celebrity brands came and went; but this one was different.
Fenty wasn’t just a beauty store, it was a movement that shook the boundries of beauty industry. With 1,600 stores accross 17 countires, Fenty made $1000 million in sales in its first 40 days of opening.
Rihanna’s success wasn’t accidental, it had a clear vision and an in-depth knowledge of a market which had long been neglected. For aspiring entrepreneurs looking to build a brand of their own, Fenty Beauty serves as a lesson on creating purpose-driven brands.
These are some key lessons from Rihanna’s journey and provides actionable advice to build your empire.
Discover the Need
Before Fenty, the beauty industry had diversity issues and was an intractable problem. Women of color often suffered through “The Biscuit Experience,” an excruciating search for foundation only to discover even its darkest shade was too light, too ashy or nonexistent altogether – this wasn’t simply inconvenient – it made millions feel invisible and isolated.
Rihanna understood the emotional toll of being an afterthought. Her solution? Radically and simply create “Beauty for All.”
The “Fenty Effect” in Action
Fenty Beauty made headlines when they released a groundbreaking Pro Filt’r Soft Matte Longwear Foundation with 40 shades (now expanded to 50). This wasn’t just marketing-speak; this was their core mission, and its effect was immediate and profound.
- Sales Told the Tale: Dark foundation shades were among the first to sell out worldwide, undermining an often disregarded demographic’s spending power and disproving an industry myth: that black doesn’t sell.
- Industry-Wide Change: The Fenty Effect was unleashed with its launch. Overnight, 40 shades became the new industry standard and brands that once offered limited offerings quickly increased their ranges, realizing inclusivity wasn’t simply ethical but essential for growth.
- Lesson for Entrepreneurs: Your most impactful business idea could be right under your nose. Look out for frustrations, gaps, and communities that established players are overlooking; solving an authentic problem for an underserved audience creates instantaneous loyalty and powerful market traction.
The Art of Modern Marketing
Fenty Beauty’s marketing genius lay in its ability to foster community and dialogue. Instead of selling just makeup, Fenty Beauty sold a sense of belonging.
- Multiple Channels: Fenty executed an exceptional campaign across different digital channels, each serving its own specific purpose.
- Influencer Seeding: Instead of simply paying for posts, Fenty invited an array of influencers, ranging from megastars like Jackie Aina and NikkieTutorials to micro-influencers, to its launch events, offering gifts in exchange for honest reviews that generated authentic user-generated content that felt more like a conversation among friends than an advertisement campaign.
- Fenty ignited anticipation: By seeding products early, Fenty ensured that within days of launch YouTube and Instagram were abuzz with reviews for its products. YouTube tutorials related to Fenty received over 132 million views in just the first month alone and generated massive organic traffic around Fenty products.
On 12 February 2023 at Rihanna’s Super Bowl LVII halftime show performance included a three-second touch-up using Fenty Beauty Invisimatte Blotting Powder. This product placement reportedly increased lead to 8833% spike in Google search leading to increased media value by $5 million.
Turning Customers into Ambassadors
Fenty Beauty went beyond professional influencers when marketing its products; by designing high-quality, inclusive items that empowered everyday users to share their own stories under #FentyBeauty – providing a hub where real people celebrated their skin and their newfound confidence.
Lifestyle Empire Established through Makeup
Fenty Skin was first released for sale in 2020 and continued the brand’s inclusive mission by featuring male and female models such as A$AP Rocky and Lil Nas X to reinforce that skincare is for everyone.
Rihanna applied these principles of inclusivity to her lingerie line, Savage X Fenty. By featuring models with diverse body types and backgrounds – challenging narrow beauty standards set by brands like Victoria’s Secret – Rihanna created an iconic event celebrated for its diversity and body positivity: Savage X Fenty Fashion Show.
Even the fragrance was designed with personal storytelling in mind; Rihanna described it as “an experience captured in fragrance,” with a bottle specifically tailored to fit perfectly in her hand – and sold out almost immediately! The most personal is the most creative.
Build Your Brand, Not Just A Product
Rihanna’s name gave Fenty an enormous platform, yet she knew celebrity endorsement alone wouldn’t guarantee its long-term viability. To do this, she built a brand with substance rooted in authenticity and an unflinching mission statement.
Authenticity as a Business Strategy
Rihanna was not just involved as an endorser; rather she was deeply integrated in every stage of development from product creation to promotion.
Hands-On Development
She conducted exhaustive tests on each formula she developed to ensure its performance both on stage and in everyday life, meeting or exceeding their claims of quality. Through this commitment to quality assurance, the products lived up to their promises.
Leading by Example
Rihanna used her social media platforms not just as promotional tools but as platforms to showcase the brand’s values. Her playfully authentic tutorials made the products feel accessible and playful; appealing to a young, tech-savvy audience.
Strategic Partnership
Realizing the importance of operational excellence, Rihanna joined with Kendo Beauty Incubator at LVMH Group to form Fenty. This arrangement gave Fenty access to a luxury powerhouse’s resources from day one, providing seamless production, distribution, and scalability from start-up. Rihanna retained a 50% ownership stake, ensuring her vision remained central in every decision made about Fenty.
Entrepreneurs
Be the heart of your brand. Your personal passions and story are your greatest assets as customers connect more closely with individuals than corporations. Combine authenticity with strategic partnerships that fill any skill gaps that may prevent scaling effectively.
Your Takeaway
Rihanna’s success with Fenty isn’t simply about celebrity entrepreneurs launching products; rather, it demonstrates an entrepreneur who saw an industry failing and created an alternative solution with empathy, vision, and strategic brilliance. She proved that when customers come first and profits will follow.
Fenty Formula for new entrepreneurs who are starting their journey: A clear guideline
Determine an existing issue. Cultivate an authentic brand with a specific mission statement.
Build a community, not simply a customer base.
Think outside the box when it comes to your marketing. Be bold! Try being innovative.
Avoid ever compromising quality or your core values.
By following these principles, you can build not just a successful business but an impactful brand that stands the test of time.
