- Founded In: 2017
- Founder: Rihanna
- Headquarters: San Francisco, California, USA
- Brand Philosophy: More than just makeup, it’s a mission with a vision, serving foundation that put every tone on the map.
- Known For: Inclusive shade ranges, innovative formulas, and universally flattering products
Fenty Beauty launched in 2017 with a clear mission: to make beauty accessible for everyone. Founded by Rihanna, the brand set a new industry standard with its 40-shade foundation range—now expanded even further—proving that makeup should work for all skin tones, not just a select few. From the start, Fenty Beauty challenged outdated norms, pushing inclusivity to the forefront of beauty.
More than just complexion products, Fenty Beauty quickly became known for its universally flattering highlighters, glosses, and bold lip colors. Products like the Killawatt Freestyle Highlighter and Gloss Bomb Universal Lip Luminizer became instant staples, celebrated for their versatility and ease of use. Each launch is designed with real people in mind, reinforcing Rihanna’s vision of makeup as a tool for self-expression, not perfection.
Beyond the products, Fenty Beauty changed the way beauty is marketed. The brand prioritizes community-driven storytelling, using social media and real voices to shape the conversation. This direct engagement, paired with innovative formulas, has made Fenty Beauty more than just a brand—it’s a cultural force that continues to redefine what beauty looks like today.