Fenty Beauty Set It Down Ultra-Fine Setting Powder

Fenty Beauty was launched in 2017 by the singer Rihanna (Robyn Rihanna Fenty) in partnership with the French luxury conglomerate LVMH. The brand gained immediate global acclaim for its 'Fenty Effect,' which refers to its pioneering efforts in inclusivity and offering an expansive shade range for all skin types and tones.

Fenty Beauty products are primarily developed under Kendo Brands, an LVMH subsidiary based in San Francisco that acts as a brand incubator. While the design and marketing occur in the United States, the manufacturing of their high-quality powders, including the 'Set It Down' range, typically takes place in Italy, a global hub for luxury cosmetic formulation.

As of 2024 and beyond, the brand remains a 50-50 joint venture between Rihanna and LVMH. This partnership ensures that the brand remains at the forefront of the luxury beauty industry while maintaining the cultural relevance and vision of its founder.