Welcome to The Cosmetic Chronicles!

In this episode, I’m diving into Fenty—the beauty brand that launched with 40 foundation shades and quietly challenged every other makeup brand to step up. I explore how our favorite badgal Rihanna built the brand, and how the result led to the now-infamous marketing phrase, “the Fenty effect.”

Connect with me:

• Instagram: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@glowandflowbysarah⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• Substack: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Glow + Flow Collective⁠⁠⁠⁠⁠⁠⁠⁠⁠
• Shop the Podcast: ⁠⁠⁠⁠⁠⁠⁠⁠⁠LTK⁠⁠⁠⁠⁠

Sources:

• https://fentybeauty.com/pages/about-the-brands

• https://www.lvmh.com/en/our-maisons/perfumes-cosmetics/fenty-beauty-by-rihanna

• https://www.bbc.com/news/newsbeat-58084543

• https://www.labbrand.com/insights/article/fenty-beauty-brand-journey-the-brave-boundary-breaker.html

• https://www.vogue.co.uk/beauty/article/rihanna-fenty-beauty-diversity

• https://www.marketingsociety.com/think-piece/how-rihannas-fenty-beauty-delivered-beauty-all

• https://en.wikipedia.org/wiki/Fenty_Beauty

• https://www.allure.com/story/how-rihanna-fenty-beauty-has-changed-the-beauty-industry

• https://www.bigblue.co/blog/fenty-beautys-inclusive-revolution-rihannas-582m-impact

• https://kendobrands.com/

• https://kendobrands.com/pages/fenty-beauty

• https://gamutpackaging.com/blogs/news/how-rihannas-fenty-beauty-revolutionized-inclusivity-in-packaging-design?srsltid=AfmBOoqAnj6fA3rQxznAujEAVI_9myI2tYEVtCmv0oSacL3lnUMsCenC

• https://wwd.com/fashion-news/fashion-scoops/rihanna-fashion-beauty-empire-fenty-1203679052/

• https://www.forbes.com/sites/celiashatzman/2017/09/08/rihannas-makeup-line-fenty-beauty-makes-its-debut/

• https://www.adweek.com/commerce/fenty-beauty-makeup-industry-rihanna-revolution/

• https://cosmeticsbusiness.com/lvmh-is-reportedly-exploring-a-sale-of-its

• https://www.beautyindependent.com/what-buyer-could-reignite-fenty-beauty-star-power/

• https://abby-maribe.shorthandstories.com/fenty-beauty-secrets-behind-its-success/

• https://www.theatlantic.com/entertainment/archive/2019/06/rihannas-fenty-line-kwame-brathwaite-grandassa-models/591199/

• https://www.upworthy.com/its-no-small-thing-that-fenty-beauty-offers-so-many-colors-rihanna-explains-why

• https://fashionista.com/2017/10/vogue-conference-rihanna-fenty-beauty-puma

• https://us.fashionnetwork.com/news/Rihanna-unveils-debut-fenty-beauty-collection,865734.html#hermes

• https://www.bustle.com/p/tarte-shape-tape-foundations-shade-range-isnt-up-to-the-internets-standards-7911888

• https://www.wvtm13.com/article/rihanna-pregnant-super-bowl-fenty-setting-powder/42892654

• https://www.retaildive.com/news/three-years-after-fenty-beauty-rihanna-debuts-fenty-skin/582869/

• https://www.vogue.in/beauty/content/heres-how-rihanna-fenty-skin-is-disrupting-the-skincare-industry

• https://www.nylon.com/beauty/everything-you-want-to-know-about-fenty-skin

• https://highxtar.com/en/lvmh-considers-selling-its-stake-in-fenty-beauty/

• https://www.vogue.com/article/the-new-york-liberty-athletes-will-now-wear-fenty-beauty

• https://pagesix.com/2025/10/14/style/rihanna-fenty-beauty-foundation-lands-in-times-best-inventions-hall-of-fame/

• https://www.cbinsights.com/investor/kendo-brands

• https://www.crunchbase.com/organization/kendo-holdings

• https://www.glamour.com/story/covergirl-trublend-matte-made-foundation-40-shades

• http://beautydirectory.com.au/news/beauty/maybelline-new-york-announces-foundation-shade-expansion

• • https://www.thezoereport.com/p/too-faced-born-this-way-matte-super-longwear-foundation-launches-jul-24-we-got-all-the-details-exclusive-29379216
  • https://hudabeauty.com/en-us/blogs/makeup/your-fave-og-fauxfilter-is-now-better-than-ever-you-asked-we-delivered\

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  fenty, rihanna, fenty beauty beauty, makeup, everyday makeup, makeup trends, ecommerce, brand evolution, cosmetic trends, beauty journalism, beauty brand, makeup history, cosmetics, success, sales, female founded, marketing strategy, beauty industry, shade inclusivity, kendo brands