Rihanna founded the cosmetics company Fenty Beauty in 2017.
The brand launched on September 8, 2017, in partnership with luxury goods company LVMH through its Kendo division. Fenty Beauty immediately attracted attention for offering an unusually broad range of foundation shades, including 40 shades at launch.
The company’s approach responded to a long-standing gap in the cosmetics market, where many products had limited options for people with darker or less commonly served skin tones. Its inclusive positioning became a major part of the brand’s identity and marketing.
Fenty Beauty is distinct from Savage X Fenty, Rihanna’s lingerie business, and from the earlier music-related use of the word Fenty. The cosmetics company helped establish Rihanna as a prominent entrepreneur beyond her recording career.