Since its launch in 2017, Fenty Beauty has been hailed as one of the most disruptive and culturally significant brands in the beauty world. Founded by global icon Rihanna and powered by the promise of “Beauty for All,” the brand’s mission is as relevant as ever in 2025, now available in top retailers including Sephora, Ulta Beauty, and Kohl’s.
The Promise of Radical Inclusion
At launch, Fenty Beauty famously introduced 40 foundation shades, setting a new standard for diversity in cosmetics. That commitment to inclusion endures today. “Fenty Beauty was created for everyone: for women of all shades, personalities, attitudes, cultures, and races. I wanted everyone to feel included. That’s the real reason I made this line,” said Rihanna.
Today, the Pro Filt’r Foundation boasts over 50 shades, and the brand continues to expand its complexion and color categories in ways that competitors now strive to replicate.
Major Retail Expansion:…
Meeting Customers Everywhere In 2025, Fenty Beauty celebrated major global growth milestones, including a landmark entry into India and expansion across North America.
Sephora continues as the brand’s flagship global retailer, now selling Fenty Beauty, Fenty Skin, and Fenty Hair in all 700+ North American stores, as well as the exclusive Indian launch via both online and 50+ stores. Ulta Beauty features cult-favorites and exclusive drops for the U.S. market.
Kohl’s, through its nationwide “Sephora at Kohl’s” shop-in-shop program, brings Fenty Beauty to an even broader demographic, with over 900 Sephora at Kohl’s doors. This omni-channel presence means Fenty Beauty’s message of representation and innovation is accessible to millions worldwide.
The Impact and Innovation Continue Rihanna’s voice and authenticity drive the brand’s soul: “You can’t build a brand without trust. If people believe in your product, they will believe in you,” she told Vogue. The Fenty Face—a blend of backstage-tested formulas—has become iconic…
Discussion
0 Comments
No comments yet
Start the conversation
Share your take on this story and help shape the discussion.
Sign in to join the discussion.