Rihanna is expanding her business with the launch of a new hair care product line called Fenty Hair. The line will be released on June 13 and will offer a “flexible line of products” designed to strengthen and repair all types of hair. This hair care line is an extension of Fenty Beauty, Rihanna’s flagship beauty brand which helped her become a billionaire. Although a sneak peek has been shared on Rihanna’s Instagram story, specific details about the products to be launched are still unclear.
“A new family is moving in! @fentyhair is pullin up and it’s time to finally have the hair experience you’ve been waiting for. You know how much switching my hair up matters to me. I’ve had almost every texture, color, length, from weaves to braids to natural- so I am launching a flexible line of products for not only every hair want, but every single product is designed to strengthen and repair all types of hair, which is what we truly need! It’s time to play and get stronger by the style . WE COMING 6/13, but sign up NOW so you can get access and shop before anyone else FENTYHAIR.COM,” Rihanna wrote on Instagram.
According to market research firm Technavio, consumers have become increasingly interested in hair repair products. The global hair care market is expected to grow by $19.6 billion to $107.5 billion from 2022 to 2027 with social media advertising and influencers largely contributing to this development. Rihanna has therefore entered the world of hair care at an opportune moment and is on track to replicate her past business success. In recent years, Fenty Beauty has focused its advertising on social media and increased spending for ads on Facebook, Instagram, and TikTok.
While the hair business is new, Rihanna patented its brand name nearly two years ago. She filed the Fenty Hair trademark in July 2022, with hair bands, wigs, bows, and brushes listed in the document. Rihanna, who last released an album in 2016 launched Fenty Beauty in partnership with the French luxury goods conglomerate LVMH in 2017. The cosmetics brand launched the skincare line Fenty Skin in 2020 and the perfume brand Fenty Fragrance a year later. As of 2021, the nine-time Grammy award winner owns 50% of the business whose valuation is estimated at least $2.8 billion by Forbes.
Rihanna’s commitment to inclusivity has set her apart from her competitors. Her brands have largely targeted more diverse audiences and women of color, including some products for men. Fenty Beauty launched with 40 foundation shades and has continued to expand its range. As of April 2024, the brand is making inroads into the Chinese market.
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In addition to her success in the beauty industry, Rihanna is the founder of lingerie brand Savage X Fenty. This business, a joint venture between the Barbadian singer Rihanna and TechStyle Fashion Group, is valued at about $270 million. While she focuses on expanding her business portfolio, Rihanna continues to reach remarkable heights in her music career. Most recently, she became the top female artist with the most diamond certifications.