R&B singer and business mogul Rihanna is gearing up to launch her Fenty beauty and skin-care line in multiple countries in Africa, according to a press release shared on May 13 by the company. Rihanna believes placing her products in the motherland is a “momentous milestone and natural next step.”
Fenty Beauty and Fenty Skin Care will be available in Africa for purchase starting May 27 at retailers in the following countries: South Africa, Nigeria, Kenya, Namibia, Botswana, Ghana, Zambia and Zimbabwe.
This could be a prime time for Rihanna, a native of Barbados whose full name is Robyn Rihanna Fenty, to venture into Africa with her beauty brands. According to Africa Business Insider, “data from Euromonitor International shows that the continent’s fashion and beauty industry is valued at over $31 billion.”
“Every launch is exciting— we’re all about being reachable to everyone, everywhere. But launching across Africa in eight countries not only feels really significant to me on a personal level,” she said in a statement.
She further stated this move will be for her company “a big step towards our goal of bringing Fenty Beauty and Fenty Skin to the whole world.”
Currently, Fenty Beauty is sold in Sephora locations, including in Canada, Mexico, France, Spain, Denmark, Sweden, Thailand, Malaysia, Australia, Singapore and the Middle East. The brand also ships to more than 150 countries.
Rihanna has 50 percent ownership in Fenty Beauty, which is worth $2.8 billion.
Fenty Beauty is a 50/50 joint venture with French luxury goods conglomerate LVMH, where she counts as a partner Bernard Arnault, reportedly the world’s second-richest person. So good is this working relationship, in 2019, they extended into fashion, making her the first woman in history to have her own line with LVMH Moët Hennessy Louis Vuitton.
“I am a proud Bajan who also feels a close connection to Africa, and its people. I’ve had the pleasure, and the privilege, to spend time on the continent and those experiences never leave you,” said the Fenty Beauty CEO.
“Now, being able to bring Fenty Beauty and Fenty Skin to eight African countries and then hopefully more in the future — means so much to me,” the Grammy Award-winning singer continued.
She made the announcement on social media, tweeting, “I’ve been waiting for this moment!! @fentybeauty & @fentyskin are finally dropping in AFRICA!!! Botswana, Ghana, Kenya, Namibia, Nigeria, South Africa, Zambia, Zimbabwe…we comin at ya May 27th and that’s just the beginning!!! #FentyAfrica”
What distinguishes Fenty in the marketplace, since its debut in 2017, is the brand’s intentionality in creating makeup that matches all complexions and an ecologically sustainable model that allows for consumers to refill and reuse the containers the mid-to-luxury products are sold in, Fashionista reports.
The mom-to-be, who is reportedly working to release new music, has a mandate of inclusivity based on a philosophy that wants to help “everyone feel beautiful and recognized, no matter their race, ethnicity, culture or personal style” and doing this as a mission to have “clean, vegan and eco-friendly skincare line” that proves to be a “simple and effective beauty solutions for all.”
Rihanna, who dropped her debut song, “Pon de Replay,“ in 2005, is one of the richest women in entertainment, according to Forbes. Her net worth is $1.7 billion, with Fenty Beauty making up the lion’s share of her wealth.