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Following the successful launch of Fenty Beauty in September 2017, Rihanna has proceeded to build an empire spanning across the make-up, skincare, apparel and luxury goods markets. This case study takes a deep dive into the Fenty empire and identifies how the individual brands have each achieved such phenomenal growth in what is a short period of time.
Key Highlights
Fenty Beauty was the first brand within the empire to be launched and is undoubtedly the jewel in the crown, experiencing impressive growth since its launch just three years ago. The brand has not only gained a cult following but has also set new standards in the market through its commitment to inclusivity, initiating the so called Fenty Effect . It has showcased a masterclass in marketing since its inception, which has been the main driver of its growth.