MarketingNews

Fenty Beauty Business Model (2017-2024)

Fenty Beauty, founded by global superstar Rihanna in 2017, has become a groundbreaking force in the cosmetics industry, reshaping the standards of beauty and inclusivity.

Published: Jul 18, 2024 12:01 PM

By Jeanel Alvarado

MarketingNews

Add RETAILBOSS as Preferred Source

MarketingNews

Fenty Beauty Business Model (2017-2024)

Credit: Fenty Beauty

Fenty Beauty, founded by global superstar Rihanna in 2017, has become a groundbreaking force in the cosmetics industry, reshaping the standards of beauty and inclusivity. The brand’s innovative marketing strategies and keen understanding of consumer needs have turned it into a global sensation in just a few years.

Fenty Beauty’s launch was groundbreaking due to its focus on inclusivity, offering 40 foundation shades from the start, which was unprecedented. It immediately set a high standard for diversity in beauty products.

Making Fenty Beauty products available in Sephora stores globally shortly after the initial launch helped maintain the momentum and ensure the products were accessible to a broader audience. Expanding to Ulta Beauty in 2022 was a strategic decision to tap into a different customer base.

Ulta’s loyal customer network, primarily driven by its robust loyalty program, meshed well with Fenty Beauty’s inclusive market positioning.

The expansion to additional retailers, including Ulta in Target and Kohl’s, has further broadened the brand’s reach, making Fenty Beauty products more accessible to diverse customer bases across various shopping environments…

Members-only article

Unlock the rest of this story

Join free to keep reading RetailBoss marketing coverage, industry analysis, and market intelligence.

Company

Account name Used publicly if you comment. We encourage your real first name.

Password

Send me RetailBoss newsletter emails through Substack. I can unsubscribe anytime. Confirm that I want to create a free RetailBoss account.

Free access. No credit card required. Your account is created after you verify your email.

RetailBoss is an independent global news publication and business insights platform built for executives, founders, operators, analysts, marketers, investors, and brand leaders. Our reporting covers the retail shifts across luxury, fashion, beauty, technology and marketing strategy.

Since: 2011
Audience: 50 Million+
Coverage: Global Markets

Our editorial stance

We prioritize news value, evidence, attribution, and practical relevance to retail decision-makers. Sponsored work is identified, and editorial coverage is kept distinct from commercial partnerships.

More from Marketing

Silvia Tcherassi Celebrates New Sofia Bag Edition During Madrid’s Grand Prix Weekend

Silvia Tcherassi marked the latest edition of its Sofia Bag with an intimate dinner in Madrid during Spanish Grand Prix weekend. Sofia Espinosa Tcherassi and Carmen Montero Mundt co-hosted the gathering at Monbull Conde Duque, bringing friends of the house together for an evening of fashion and music.

EventsMarketing

Jeanel Alvarado2 days ago

Paula’s Choice Connects Sports Marketing With Hannah Waddingham Campaign

Paula’s Choice is extending its sports-focused marketing into entertainment with a Hannah Waddingham campaign built around a direct-to-camera skincare-coach character.

BeautyMarketing

Shipra Bohara3 days ago

Prada Beauty Paradigme Le Parfum event at Palais-Royal in Paris, view 3

Prada Beauty Brings Sébastien Tellier and Léo Walk to Palais-Royal for Paradigme Le Parfum

Prada Beauty brought live music and contemporary dance to the Cour d’honneur of Paris’s Palais-Royal to celebrate Paradigme Le Parfum. The event paired a piano performance by Sébastien Tellier with dance by Léo Walk, giving the fragrance launch a cultural setting built around the interaction between two artistic disciplines.

EventsMarketing

Jeanel Alvarado3 days ago

Valentino Beauty Vendetta launch event in Los Angeles, view 1

Valentino Beauty Turns Los Angeles Into a Vendetta Fragrance Launch Experience

Valentino Beauty extended the cinematic world of Vendetta Donna and Uomo into Los Angeles with a September 9 launch event combining a daytime road trip and an evening at the Vendetta Motel. The activation brought the fragrance campaign’s themes into physical settings, guest casting and music.

EventsFeatured

Jeanel Alvarado4 days ago

View all Marketing

Recommended Articles

Gucci Brings Jin, NINGNING and Tom Brady Together in Its Primavera Portrait Campaign

Gucci’s Primavera campaign brings together talent from music, sport and fashion in portraits by Michal Chelbin, presenting the collection from Demna’s first Gucci runway show through a wide-ranging cast. Global brand ambassadors Jin of BTS, NINGNING of aespa and Xiao Zhan appear alongside Shawn Mendes, Tom Brady and Alex Consani.

MarketingNews

Shipra Bohara4 days ago

Rhode Celebrates Alexandra Leclerc Collaboration With a Monaco Dinner

Rhode brought its Alexandra Leclerc collaboration to Monaco with a launch dinner at La Vigie Zanoni, pairing a waterfront setting with personalized tableware and its new miniature blushes. The event gave the beauty launch a physical setting built around the collaborator, alongside a product range designed to clip onto bags and travel with its wearer.

BeautyMarketing

Shipra Bohara4 days ago

Jordan Brand Connects Youth Basketball and Ambassador Development at The One Finals in Shanghai

Jordan Brand brought its global youth basketball program to Shanghai for The One finals, using a one-on-one tournament to connect emerging players with its athlete and entertainment community. The August 29 event followed regional qualifiers across more than 20 cities, with winners earning a place as official brand ambassadors.

MarketingNews

Ifrah Nadeem4 days ago

The Ritz-Carlton Gives Tennis a Luxury Brand Treatment in New York

The Ritz-Carlton New York, Central Park has brought tennis imagery into a branded display that carries the hotel’s identity through racquets, balls and decorative installations. Images shared during US Open week show how sporting references can be adapted to a luxury hospitality setting without relying solely on conventional tournament signage.

MarketingNews

Alyssa Jade Mann4 days ago

ADIZERO DROPSET PRO footwear tested during training

adidas Turns Seoul’s Hybrid Port Into a Training Ground for Product Trials

adidas brought athletes, creators, media and adiClub members together at RUNPORT MAPO in Seoul for THE HYBRID PORT, an activation built around trying its training products in use. The experience combined ADIZERO DROPSET PRO and the IRONSTEIN Collection with coaching, technical discussions and recovery sessions.

MarketingNews

Shipra Bohara5 days ago

ELIXIR Uses Figure Skaters’ Future-Self Stories to Introduce Its Brand Mission Film

Shiseido’s ELIXIR has introduced a brand mission film featuring figure skaters Riku Miura and Ryuichi Kihara, using their personal outlook to communicate confidence in aging. A Tokyo press event brought the pair’s sporting partnership into the skincare brand’s campaign launch.

MarketingNews

Shipra Bohara5 days ago

MAX&Co. Centers Real Women in a New Creative Direction for Its 40th Anniversary

MAX&Co. is marking its 40th anniversary with The Vision Ahead, a new creative direction introduced through its Fall/Winter 2026 collection. The campaign places four women and their everyday lives at the center of the brand’s next chapter, connecting its message to a versatile wardrobe of tailoring and casualwear.

MarketingNews

Shipra Bohara5 days ago

Miu Miu Geste de Consolation exhibition announcement with Paris venue and dates

Miu Miu Brings Alice Diop’s First Exhibition to Art Basel Paris With Free Admission

Miu Miu will present Geste de Consolation, a project by French filmmaker Alice Diop, at Palais d’Iéna in Paris from October 21 to 25, 2026. The exhibition forms part of the brand’s role as an official partner of Art Basel Paris’ Public Program and will offer free admission.

MarketingNews

Ifrah Nadeem5 days ago

View all Marketing

Top 10 Brands Expanding into the US in 2026

Fenty Beauty Business Model (2017-2024)

Fenty Beauty, founded by global superstar Rihanna in 2017, has become a groundbreaking force in the cosmetics industry, reshaping the standards of beauty and inclusivity.

Unlock the rest of this story

More from Marketing

Silvia Tcherassi Celebrates New Sofia Bag Edition During Madrid’s Grand Prix Weekend

Paula’s Choice Connects Sports Marketing With Hannah Waddingham Campaign

Prada Beauty Brings Sébastien Tellier and Léo Walk to Palais-Royal for Paradigme Le Parfum

Valentino Beauty Turns Los Angeles Into a Vendetta Fragrance Launch Experience

Recommended Articles

Gucci Brings Jin, NINGNING and Tom Brady Together in Its Primavera Portrait Campaign

Rhode Celebrates Alexandra Leclerc Collaboration With a Monaco Dinner

Jordan Brand Connects Youth Basketball and Ambassador Development at The One Finals in Shanghai

The Ritz-Carlton Gives Tennis a Luxury Brand Treatment in New York

adidas Turns Seoul’s Hybrid Port Into a Training Ground for Product Trials

ELIXIR Uses Figure Skaters’ Future-Self Stories to Introduce Its Brand Mission Film

MAX&Co. Centers Real Women in a New Creative Direction for Its 40th Anniversary

Miu Miu Brings Alice Diop’s First Exhibition to Art Basel Paris With Free Admission

What are you looking for?

Start exploring

Unlock the rest of this story

More from Marketing

Recommended Articles

Sign up for RetailBoss Daily Newsletter