Fenty Beauty's Worldwide Beauty Revolution


Nov. 23 2023, Updated 2:05 a.m. ET

Since its inception, Fenty Beauty has been a groundbreaking force in the beauty industry. The brand is the first in history to execute a global launch. In this extraordinary feat, the brand was able to premier simultaneously across 17 countries, in over 1,620 stores and online. While it took around two years to prepare for all this, in the eyes of its fans and other observers, the brand’s rise to global dominance appears to have occurred overnight.

The brand’s rise to the top is credited to its clear ethos, inclusive and high-quality products, and unique marketing strategy. Fenty Beauty had over 40 (later expanded to 50) shades of foundation at launch. It also partnered with global retailers to grow its footprint around the world.

Expanding Global Presence

In addition to its epic global launch in 2017, Fenty Beauty has been able to expand into other markets around the globe including:

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Back in 2019, Rihanna announced that the brand would be expanding into Asia. According to her, the brand would mark its entry into this broad market by starting with Macau and Hong Kong in China and Jeju and Seoul in South Korea.

The brand chose these two locations as the starting points in Asia due to their large expat communities, which could support the brand's sales as it worked on attracting local customers.

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Middle East

Fenty Beauty also has a strong presence in the Middle East. It launched in Kuwait, Bahrain, and Qatar back in 2017. The following year, Rihanna announced the launch of the brand in Saudi Arabia – the launch occurred as planned.

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The beauty brand has also expanded into Africa, with its products now available in more than eight countries. The singer announced the brand's launch in Kenya, Nigeria, Zimbabwe, Zambia Ghana, Botswana, and Namibia. In her Instagram announcement of the impending launch, Rihanna stated that this was only the beginning, with more launches in other countries across the continent expected soon.

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Implications of Fenty Beauty’s Global Expansion

By shipping products to over 137 nations across the globe, Fenty Beauty has been able to extend its reach. Breaking down geographical barriers has made it possible for the brand to enter markets with unique demands when it comes to beauty. The brand’s growing reach also demonstrates its ability/capacity to meet the needs of a highly diverse customer base spread across different countries drawn from all corners of the world.

Fenty Beauty’s rise in global markets has worked to boost its revenue streams exponentially. More importantly, by crossing geographical and cultural barriers, the brand’s influence in the world of beauty has continued to grow. The brand is a trailblazer – a fact reinforced by its growing reach every new day. As the brand continues to embrace accessibility and inclusivity, its presence in the global market is set to influence the beauty industry for many years to come.

When launching her beauty brand back in 2017, Rihanna promised inclusivity. Guided by this promise, the brand has moved to sell its products to women all across the globe.

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