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. The Pro Filt’r Foundation is the ultimate photo filter in foundation form, born in 50 inclusive shades.
Fenty Skin, launched in 2020 and now integral to the brand, emphasizes clean, vegan, robustly-tested formulas for all. 2025 also saw the brand’s reparative haircare line rolling out at Sephora, expanding Fenty’s reach beyond makeup and into the full beauty regimen.
What Sets Fenty Beauty Apart
Consumers and critics celebrate Fenty Beauty for its quality-to-affordability ratio and its unmatched shade range. Rihanna herself sums up the ethos: “Makeup is there for you to have fun with. It should never feel like pressure. It should never feel like a uniform. Feel free to take chances, and take risks, and dare to do something new or different”.
The brand’s inclusive ad campaigns, accessible price points, and social-media savvy have built an unstoppable beauty community that spans continents.
Awards, Accolades, and Lasting Influence
Named by TIME as one of the 25 Best Inventions of 2017, Fenty Beauty has won repeated awards and recognition for changing the face of beauty. With an inspiring founder at the helm, a retail network across the biggest names in the industry, and a product range built to serve everyone, Fenty Beauty’s future remains as transformative as its beginnings.
