American singer and businesswoman Robyn Rihanna Fenty is making major business moves after she revealed her haircare product line on Tuesday.
Rihanna, the founder of Fenty Beauty, Skin and Fragrance, will this month launch the latest expansion of the beauty brand that made her a billionaire.
Taking to her social media accounts, the Don’t Stop the Music megastar shared that a new family is moving in, making reference to Fenty Hair.
Flexible line of products
“It is time to finally have the hair experience you’ve been waiting for. You know how much switching my hair up matters to me,” she wrote.
“I have had almost every texture, colour, and length, from weaves to braids to natural, so I am launching a flexible line of products for not only every hair want, but every single product is designed to strengthen and repair all types of hair, which is what we truly need.
“It is time to play and get stronger by the style.”
The 36 year-old singer launched Fenty Beauty in partnership with the French luxury goods conglomerate LVMH in 2017.
The African personal care and cosmetics sector was said to be worth billions of rands and would grow even bigger.
According to reports, in 2021 she was owning an estimated 50% of the company.
The cosmetics brand then launched the skincare line Fenty Skin in 2020 and the perfume brand Fenty Fragrance a year later.
Plugging the gap
She was inspired to create Fenty Beauty & Fenty Skin after years of experimenting with the best of the best in beauty and still seeing a void in the industry for products that performed across all skin types and tones.
Rihanna’s brands have largely targeted more diverse audiences and women of color, in addition to some products for men.
In 2022, she officially launched her brand in South Africa and eight other African countries, including Botswana, Kenya, and Nigeria.
Rihanna also owns 28% of the popular lingerie company Savage x Fenty.
Also read: Rihanna’s Fenty Beauty and Skin products launched in South Africa
Rihanna excited about launch of Fenty beauty range in Africa
