Rihanna
Founder of Fenty Beauty and Savage X Fenty
Rihanna is the Barbadian singer and entrepreneur who founded Fenty Beauty with LVMH in 2017, setting a new standard for inclusive shade ranges in cosmetics. She also founded the lingerie brand Savage X Fenty and, with LVMH, the short-lived Fenty fashion house, making her one of the most influential celebrity founders in fashion and beauty.
| Role | Founder, Fenty Beauty and Savage X Fenty |
|---|---|
| Fenty Beauty launch | September 2017, with LVMH |
| Savage X Fenty | Founded 2018 |
| Born | 1988, Barbados |
| Nationality | Barbadian |
Who is Rihanna?
Rihanna, born Robyn Rihanna Fenty in Barbados in 1988, is a globally successful musician who has built a second career as a fashion and beauty entrepreneur. Her businesses operate under the Fenty name and are known for inclusive product ranges and diverse casting.
Career in fashion and beauty
Rihanna's first major fashion role came in 2014, when Puma appointed her creative director of its women's line, covering apparel and footwear. Her first Puma sneaker in 2015 sold out online within hours of its pre-sale, and the Fenty Puma collections were shown at New York Fashion Week from 2016.
In 2017 she launched Fenty Beauty through Kendo, the LVMH division that develops beauty brands for Sephora and other retailers. Ownership is shared between Rihanna and LVMH. The brand's first foundation launched in 40 shades, and Time named it among the best inventions of 2017; the Pro Filt'r foundation range now spans 50 shades. Fenty Beauty later expanded to Ulta Beauty in the United States in 2022 and to mainland China in 2024.
Further ventures followed:
- 2018: Savage X Fenty, a lingerie brand known for size-inclusive ranges and runway shows
- 2019: Fenty, a fashion house created with LVMH, whose operations were paused in 2021
- 2020: Fenty Skin, a skincare line
- 2025: Fenty Hair, a haircare line, alongside a Fenty fragrance
Influence on the fashion business
Fenty Beauty's launch is widely seen as a turning point for inclusivity in beauty. The 40-shade foundation forced competitors to broaden their ranges, a shift often referred to in the industry as the Fenty effect. Savage X Fenty applied the same principle to lingerie, with broad sizing and diverse casting at a time when the category was being reassessed.
The Fenty fashion house with LVMH was a notable experiment as a rare case of a new luxury house created by the group from scratch. Although it was paused after two years, it demonstrated the appetite of luxury groups to partner with founders who bring a large, engaged audience.
Why it matters
Rihanna's businesses show how a celebrity founder can create lasting brands when they are built around a clear product proposition rather than a name alone. Her influence on shade ranges, size inclusivity and casting has changed expectations across beauty and fashion retail, and her partnership with LVMH remains a reference case for founder and conglomerate collaboration.
Frequently asked questions
What brands does Rihanna own?
Rihanna founded Fenty Beauty with LVMH in 2017, the lingerie brand Savage X Fenty in 2018, Fenty Skin in 2020 and Fenty Hair in 2025. Her Fenty fashion house with LVMH launched in 2019 and was paused in 2021.
Why was Fenty Beauty important?
Fenty Beauty launched its foundation in 40 shades in 2017, at a time when many brands offered far narrower ranges. Its success pushed competitors to expand their shade ranges and made inclusivity a commercial priority across the beauty industry.