Fenty Beauty was launched in September 2017 by Rihanna in partnership with LVMH's Kendo Brands, and immediately disrupted the beauty industry by debuting with 40 shades of foundation, a range that has since expanded to 50. The brand's emphasis on inclusive shade ranges across all complexion products set a new industry standard and sparked the so-called 'Fenty Effect,' pushing competitors to expand their own offerings. Fenty Beauty is now available in over 150 countries and is one of the top-performing brands under the LVMH beauty portfolio.
The Fenty Beauty website offers the complete product lineup including complexion, eye, lip, and cheek products, as well as brushes, tools, and skincare under the Fenty Skin sub-brand. The site features detailed shade-matching tools, tutorials, and a curated shop-by-look experience. Products are known for their lightweight, buildable formulas and innovative textures, with bestsellers including Pro Filt'r Soft Matte Foundation, Gloss Bomb Universal Lip Luminizer, and Killawatt Freestyle Highlighter.