Billionaire singer and entrepreneur Robyn Rihanna’s luxury beauty and skincare brands, Fenty Beauty and Fenty Skin will launch in Africa.
Fenty Beauty and Fenty Skin will be available starting from May 27.
“I have been waiting for this moment. Fenty Beauty and Fenty Skin are finally dropping in Africa,” Robyn Rihanna said on her verified Twitter handle. “Botswana, Ghana, Kenya, Namibia, Nigeria, South Africa, Zambia, Zimbabwe we are coming at you on May 27,” she added.
— Rihanna (@rihanna) May 10, 2022
Launched in 2017, the Fenty brand has enjoyed notoriety for its diverse offering, including 50 different shades of foundation for makeup lovers across different racial groups.
The wait is finally ova!!!! 🌍 AFRICA -we pullin up! 🙌🏾 Who ready?! We’ve been workin hard to make this happen! We'll be available in Nigeria, Kenya, Namibia, Botswana, Ghana, Zambia and Zimbabwe local retailers starting MAY 27! #FENTYAFRICA ✨ pic.twitter.com/mQgiwPJa71
— FENTY BEAUTY (@fentybeauty) May 10, 2022
According to market-analyst firm, Mordor intelligence, the beauty and personal care products market in Africa and in the Middle East will expand at a compound annual growth rate of 3.1% over the next 5 years.
Fenty Beauty was launched in collaboration with luxury conglomerate Louis Vuitton Moët Hennessey (LVMH), after Rihanna signed a deal in 2016 to produce the products through LVMH’s Kendo division. Kendo Holdings, Inc, is an “incubator” company that manufactures cosmetics as white-label products for sale through cosmetics retailer Sephora, another LVMH subsidiary, as well as other outlets.
Fenty Beauty made Ksh8.4 billion (US$72 million) in earned media value during its first month, beating other high-end brands such as Kylie Cosmetics by Kylie Jenner, Benefit, Urban Decay, KKW Beauty by Kim Kardashian and NYX. Also in the brand’s first month, Fenty Beauty-related content received 132 million views on YouTube.
The whole company is worth approximately Ksh324.9 billion (US$2.8 billion), 50 per cent of which is owned by Rihanna, who is its CEO.