Fenty Beauty makeup and cosmetics

Brand Birth and Vision

Fenty Beauty was launched in 2017 by the globally renowned singer and entrepreneur Rihanna (Robyn Rihanna Fenty). The brand revolutionized the beauty industry with its 'Beauty for All' philosophy, famously debuting with 40 shades of foundation—which became known as 'The Fenty Effect'—forcing other brands to be more inclusive. The brand was originally created in partnership with LVMH’s beauty incubator, Kendo Brands.

Manufacturing and Quality

Fenty Beauty products are produced through a global supply chain. While the brand is based in the United States, its manufacturing occurs in multiple countries known for specialized cosmetic formulation. A significant portion of the color cosmetics and powders are manufactured in the United States, Italy, and Canada, while certain accessories and tools may be sourced from France and Asia. The brand maintains high luxury standards across all its international production sites.

Ownership and Corporate Structure

Fenty Beauty is a joint venture between Rihanna and the French luxury conglomerate LVMH Moët Hennessy Louis Vuitton. More specifically, it is managed through LVMH's Kendo division based in San Francisco. This partnership combines Rihanna’s creative direction and marketing influence with LVMH's vast logistical power and retail distribution network, primarily through Sephora stores worldwide.