Rihanna is ready to change the beauty industry once again
When they write the beauty memoirs and history books of the future, they will look back on the year 2017 b.f. (before Fenty) as a turning point in the beauty industry. The arrival of the cruelty-free Fenty Beauty by Robyn Rihanna Fenty made the industry sit up and take notice.
Beauty lovers had made their excitement for an inclusive beauty brand well known online, and RiRi did not disappoint, with 50 shades of foundation designed for all skin tones. Fenty Beauty reportedly received $72 million in earned media value within its first month and $100 million in sales within 40 days of launch. The lack of inclusivity in the industry was brought into the spotlight and beauty brands were rumbled for their lack of diversity. Many scrambled to add a larger shade range before they got called out or left behind.
Three years after the launch of Fenty Beauty, the game has changed. The industry standard for a new foundation launch is 40 shades or none and Fenty Beauty has been shamelessly copied, but never truly emulated.
Now, it looks like Rihanna is ready to reshape the beauty industry once more. Today, she revealed the first look at her new skincare brand – Fenty Skin.
“Try my best to be humble about this but Fenty Skin is coming July 31st exclusively at fentyskin.com! Y’all ain’t hear it from me,” she wrote in a post on her Instagram, tagging a new Instagram page for @fentyskin.
In the video she posted, we see a few glimpses of products; there's a foaming cleanser, what appears to be a hefty sized bottle of some kind of gel serum that Rihanna presses into her face, and a lotion that she massages into her skin. What is most apparent in the video is that Rihanna has the skin of a toddler and we'll all have whatever she's having.
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While there's no word yet of what products Fenty Skin will launch with, the trademark registration for Fenty Skin shows that the brand will have “medicated and non-medicated skincare, soap, body care and personal care products.”
Sign up for the early access waitlist to Fenty Skin here, where you can start shopping from July 29 – ahead of the official launch on July 31.
Fenty Skin launches on July 31 exclusively at fentyskin.com.
Photography by Fenty Beauty.
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