Fenty Beauty

What Fenty Beauty does

Fenty Beauty is a celebrity-founded prestige beauty brand launched in September 2017 as a 50/50 joint venture between Rihanna (through Roraj Trade LLC) and LVMH's beauty incubator Kendo Brands. The company is headquartered in San Francisco under its legal entity Kendo Holdings, Inc. and operates across five sub-brands — Fenty Beauty (makeup), Fenty Skin (skincare), Fenty Body/Butta Drop (body care), Fenty Hair (haircare), and Fenty Fragrance — with products spanning lip, complexion, cheek, eye, body, skincare, haircare, and fragrance categories at price points from $9.50 to $140+. The brand pioneered shade-inclusive cosmetics with a 40-shade foundation range at launch (later expanded to 50), an approach recognized by Time Magazine's Best Inventions Hall of Fame and widely credited with transforming industry standards for inclusivity.

The business operates a hybrid direct-to-consumer and wholesale model. DTC e-commerce at fentybeauty.com ships to 137 countries, supported by virtual shade-matching tools and the Rose Amber AI-powered WhatsApp beauty advisor (launched April 2026 as the brand's first formal Meta partnership). Wholesale distribution spans Sephora retail locations in 17 countries, Ulta Beauty, Target, and exclusive international partnerships including Reliance Retail and Nykaa in India (50+ stores in 16 cities following April 2026 launch), Myer in Australia (May 2026), and John Lewis in the UK. The brand runs frequent promotional pricing (up to 60% off select items), offers student and loyalty discounts, and accepts installment payments via Afterpay/Klarna, with no subscription tier. Marketing relies on celebrity-driven activations (Met Gala product launches), influencer ecosystems across TikTok/Instagram/YouTube, immersive pop-up experiences (Mumbai, Dubai), and emerging channels including Roblox (first brand officially selling physical products on the platform) and Google's AI-powered Universal Cart.

Revenue is generated primarily through unit-priced consumer product sales. Disclosed 2024 revenue ranges from $450M (net sales per beautyindependent) to $600M (per companieshistory), placing the brand among the highest-earning celebrity beauty ventures globally. The Butta Drop body care line emerged as the largest revenue contributor in 2025, with six of the top ten revenue products and the Salted Caramel Whipped Oil Body Cream generating $608,000 in US e-commerce revenue alone. As of late 2025, LVMH began exploring the sale of its 50% stake via investment bank Evercore, with Jay-Z-backed MarcyPen Capital Partners emerging as a leading bidder in June 2026 at a reported $1-2B brand valuation, well below the $2.8B peak estimate. The company employs 1,001-5,000 staff and operates globally with named markets including the USA, UK, India, Australia, and Guyana.

Name

Fenty Beauty

Legal name

Kendo Holdings, Inc.

Website

https://fentybeauty.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Fenty Beauty is a celebrity-founded prestige cosmetics brand operating across makeup, skincare, body care, haircare, and fragrance. Founded by Rihanna in 2017 as a 50/50 joint venture with LVMH's Kendo Brands, it sells through DTC, Sephora, Ulta, and exclusive international partners in 17+ countries.

Ownership category

akta.pro rank

Product category

Color Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD)

Keywords

• Color cosmetics
• Prestige beauty products
• Inclusive foundation shades
• Skincare and body care
• Fragrance and haircare

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D

Revenue model

1. Cosmetics and Makeup Products: Primary revenue stream from inclusive makeup products including foundation, concealer, lip products (Gloss Bomb line, Icon Velvet Liquid Lipstick, Fenty Icon), cheek products (Killawatt Highlighter, blushes), eye products, and complexion tools. Products range from $9.50 to $40+ with frequent promotional sales up to 60% off select items.
2. Fenty Skin (Skincare): Skincare line including cleansers, moisturizers, SPF products (Hydra Vizor), masks, treatments, lip care, and eye care. Features refillable packaging options. Fenty Skin launched its first body collection at Ulta Beauty in October 2025.
3. Body Care (Fenty Body): Body care line featuring the Butta Drop line (Hydrating Body Milk, Whipped Oil Body Cream), body mists, body makeup, and shower/bath products. The Butta Drop line has become a top revenue driver, with the Salted Caramel Whipped Oil Body Cream generating $608,000 in US e-commerce revenue and six of the top ten revenue-generating products coming from this line.
4. Fenty Hair: Hair care line including shampoo, conditioner, treatments, and stylers. Notable products include The Flashy One 9-in-1 Treatment Oil ($32), The Homecurl Curl-Defining Cream, and The Imposter Invisi-Boost Dry Shampoo Powder.
5. Fenty Fragrance: Fragrance line including Fenty Eau de Parfum (up to $140), Fenty Parfum Body Crème ($86), and Fenty Parfum Hair + Body Mist ($53). Also includes body mists and fragrance collaborations such as the Arcane collection and A$AP Rocky x Fenty Skin partnership.
6. Licensing and Brand Collaborations: Revenue from licensing the Fenty brand to Puma (FENTY x PUMA collaboration), Riot Games (Arcane x Fenty Beauty), and other brand partnerships. Also includes WNBA partnership with New York Liberty for exclusive products and in-arena activations.

Pricing tiers

Go-to-market motion3 records

Distribution channels9 records

Marketing channels8 records

Core offering

Fenty Beauty develops, brands, and sells inclusive color cosmetics, skincare, body care, haircare, and fragrance products under five sub-brands (Fenty Beauty, Fenty Skin, Fenty Hair, Fenty Body, and Fenty Fragrance). Its flagship offering is a shade-inclusive foundation range that launched with 40 shades in 2017 and expanded to 50, which Time Magazine inducted into its 2025 Best Inventions Hall of Fame. Products are sold direct-to-consumer via fentybeauty.com and through global retail partners led by Sephora, with body care (Butta Drop line) emerging as the largest revenue category in 2025.

Product overview

Fenty Beauty is a multi-product cosmetics and lifestyle brand portfolio launched by Rihanna in 2017 in partnership with LVMH. The brand is organized into five distinct sub-brands: Fenty Beauty (core makeup line including the iconic Gloss Bomb lip luminizer, Pro Filt'r Foundation with industry-transforming shade range, complexion products, and brushes); Fenty Skin (skincare including Hydra Vizor SPF moisturizers, cleansers, masks, and refillable products); Fenty Hair (shampoo, conditioner, treatments, and stylers); Fenty Body/Butta Drop (body milk, body cream, and body mists); and Fenty Fragrance (Eau de Parfum and body mists). The brand is renowned for its inclusive approach offering extensive shade ranges and operates globally through Sephora retail locations, direct-to-consumer e-commerce, and strategic retail partnerships.

Differentiator

Problem solved

Functional benefit

Brands

• Fenty Skin: Skincare line offering face moisturizers, cleansers, masks, treatments, lip care, and eye care products.
• Fenty Hair
• Fenty Fragrance

Products and services

• Fenty Beauty (Core Makeup Brand) Rihanna's core makeup line offering inclusive cosmetics across lips, complexion, cheeks, eyes, and brushes, anchored by the shade-inclusive Pro Filt'r Foundation (40-50 shades) and the iconic Gloss Bomb Universal Lip Luminizer.
• Fenty Skin Skincare sub-brand offering face moisturizers with SPF (Hydra Vizor), cleansers, masks, treatments, lip care, eye care, and refillable products.
• Fenty Hair Haircare sub-brand featuring shampoos, conditioners, treatments (including The Flashy One 9-In-1 Treatment Oil), and stylers for various hair textures.
• Fenty Body (Butta Drop Line) Body care sub-brand offering hydrating body milk, whipped oil body cream, body mists, body makeup, and shower/bath products; top revenue category in 2025 with the Salted Caramel Whipped Oil Body Cream generating $608K in US e-commerce revenue.
• Fenty Fragrance (Eau de Parfum) Fragrance collection including Fenty Eau de Parfum (up to $140), Fenty Parfum Body Crème ($86), Fenty Parfum Hair + Body Mist ($53), and body mists, plus collaborations such as the Arcane collection and A$AP Rocky x Fenty Skin partnership.
• Gloss Bomb Universal Lip Luminizer Universal lip gloss luminizer with glossy finish, one of Fenty Beauty's flagship and top-revenue products.
• Pro Filt'r Foundation / Instant Retouch Concealer Shade-inclusive foundation and instant retouch concealer offering extensive shade coverage that set industry standards for complexion inclusivity.
• Hydra Vizor SPF 30 Moisturizer Broad Spectrum SPF 30 sunscreen moisturizer with Niacinamide and Kalahari Melon from the Fenty Skin line.
• Killawatt Freestyle Highlighter Highlighter duo available in multiple shades, designed for versatile highlighting across skin tones.
• Eaze Drop Blur + Smooth Tint Stick Buildable skin tint foundation stick available in 25 shades for customizable coverage.
• Fenty Icon Velvet Liquid Lipstick Longwear liquid lipstick offered in 12 shades delivering bold color with comfortable wear.
• Cheeks Out Freestyle Cream Blush Cream blush available in 13 shades for a natural-looking flush, part of the cheek product line.
• Sun Stalk'r Pressed Mousse Cream Bronzer Pressed mousse cream bronzer in 8 shades for a natural sun-kissed look, launched with high-profile Met Gala 2026 visibility.
• Hella Thicc Volumizing Mascara Volumizing mascara available in 3 shades for dramatic lash volume, part of the eye product line.
• The Flashy One 9-In-1 Treatment Oil Multi-benefit hair treatment oil that repairs, protects, and strengthens hair while adding shine, part of the Fenty Hair lineup.

Quantifiable outcome

• $72M in earned media value in first month of launch (2017), with over $100M in sales reported in first year
• +4 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability3 records

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Reliance Retail (Tira and Sephora India)coreChannel Partner/ Reseller/ Distributor · 24 April 2026India's largest retail platform led by Isha Ambani serves as exclusive distribution partner for Fenty Beauty in India, distributing through Tira and Sephora stores across 50+ stores in 16 Indian cities. The partnership drove Fenty Beauty's India launch with the high-profile 'Fenty Beauty Ki Haveli' pop-up event in Mumbai in April 2026, featuring Rihanna's personal visit.
• Ulta BeautyminorChannel Partner/ Reseller/ Distributor · 1 April 2026US beauty retailer key to Fenty Beauty's wholesale distribution alongside Sephora and Target. Ulta Beauty connects Fenty Beauty's catalog, loyalty data, and checkout to Google's AI Mode and Gemini app via the Universal Commerce Protocol, and serves as the launch platform for Fenty Skin's first body collection in October 2025.
• MyerminorChannel Partner/ Reseller/ Distributor · 26 January 2026Australian department store announced it will launch Fenty Beauty, Fenty Skin, and Fenty Eau de Parfum across all stores nationally and online beginning in May 2026, as one of its most significant beauty launches in recent years. The rollout forms part of a strategic partnership with Kendo Brands and aligns with Myer's ongoing beauty department transformation.
• ShopifycoreTechnology or Integration · 18 September 2025Kendo Brands (parent of Fenty Beauty) has built its commerce operations on Shopify's platform, enabling Fenty Beauty to pioneer social commerce on TikTok Shop and Roblox, run multi-channel pop-up experiences, and scale to 191 countries in two months. Key achievements include launching on TikTok Shop in under 60 days and integrating real-time POS across online and offline channels.
• Riot Games (Arcane Collaboration)minorGTM or Marketing Partner · 11 September 2025Riot Games' Arcane campaign with Fenty Beauty generated millions of TikTok views and Instagram engagements through campaign content that encouraged user-generated content, as part of Tubular Labs' 2025 report on unexpected brand collaborations driving measurable audience engagement.
• New York Liberty (WNBA)minorGTM or Marketing Partner · 26 August 2025Fenty Beauty's first-ever WNBA contract, partnering with the New York Liberty to promote inclusivity and brand visibility through in-arena activations and exclusive products. The collaboration aligns with record WNBA viewership and attendance growth, positioning the brand at the intersection of beauty and women's sports.
• John LewisminorChannel Partner/ Reseller/ Distributor · 11 August 2025UK department store partnership with Fenty Beauty as part of its national rollout of immersive Beauty Halls backed by a multi-million-pound investment as part of an £800m brand commitment. The reimagined Liverpool Beauty Hall features an exclusive Fenty Beauty partnership with 132 premium brands. The national expansion targets over 540 beauty counters and 70 dedicated treatment rooms.
• RobloxminorGTM or Marketing Partner · 25 May 2025Fenty Beauty became the first brand officially selling physical products on Roblox through the Shopify-Roblox integration. The partnership targets the platform's 97.8 million daily users, with research indicating 50% of Gen Z users are likely to purchase real-world products after trying digital versions, enabling exclusive product drops like Gloss Bomb in shade Grape Splash.
• NykaaminorChannel Partner/ Reseller/ Distributor · 1 March 2024Indian beauty e-commerce platform leveraged by Fenty Beauty for India market expansion. Nykaa reported over 55 million consumers served and crossed the $1 billion revenue mark in Q4 FY26, with beauty segment revenue growing 27.2% to Rs 2,410 crore, using global partnerships including Fenty Beauty to capture India's $28 billion beauty market.
• SephoracoreChannel Partner/ Reseller/ Distributor · 1 September 2017Primary global retail partner for Fenty Beauty, operating across 17 countries. Sephora provides physical retail presence for the brand and serves as a key platform for Fenty Beauty's AI integrations including ChatGPT-based adviser and Google AI shopping tools reaching 80 million active Beauty Insider members.

Scale indicators12 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Rare Beauty: Rare Beauty is Selena Gomez's celebrity-founded beauty brand offering soft-focus makeup and skincare with a similar inclusive, mental health-aligned positioning. Both are digitally-native celebrity brands leveraging founder identity, social virality, and Sephora distribution to capture Gen Z and Millennial prestige beauty consumers.
• Kylie Cosmetics: Kylie Cosmetics is Kylie Jenner's celebrity beauty brand, majority-owned by Coty. Both are celebrity-founded cosmetics brands with strong social media-driven launches, lip product hero SKUs (Kylie's Lip Kits vs Fenty's Gloss Bomb), and inclusive shade expansions that disrupted the prestige makeup market.
• Charlotte Tilbury: Charlotte Tilbury is a celebrity makeup-artist-founded prestige beauty brand owned by Puig, known for Pillow Talk and Hollywood-focused complexion products. Comparable to Fenty as a founder-driven prestige makeup brand with global Sephora distribution and strong category extension into skincare and fragrance.
• Huda Beauty: Huda Beauty is Huda Kattan's influencer-founded beauty brand known for inclusive foundation ranges, false lashes, and social-commerce-driven launches. Comparable to Fenty as a digitally native, founder-led prestige beauty brand with strong shade-inclusivity positioning and category breadth across complexion, eye, and body products.
• Pat McGrath Labs: Pat McGrath Labs is the prestige cosmetics brand from legendary makeup artist Pat McGrath, known for high-pigment, editorial-quality products sold through Sephora. Directly comparable to Fenty Beauty as a founder-led prestige makeup brand with cult product status, strong artistic identity, and Sephora-led global distribution.
• Glossier: Glossier is Emily Weiss's digitally native beauty brand known for skin-first, millennial-friendly complexion and lip products with strong DTC and Sephora distribution. Comparable to Fenty as a category-disrupting, founder-led beauty brand that redefined how beauty brands build community-driven, omnichannel distribution.
• Kosas: Kosas is a Sheena Zadeh-founded clean beauty brand offering makeup-skincare hybrid products with skincare-grade ingredients. Comparable to Fenty as a digitally native, prestige-positioned makeup brand expanding into adjacent categories with strong Sephora distribution and brand-led storytelling.
• Drunk Elephant: Drunk Elephant is Tiffany Masterson-founded skincare brand acquired by Shiseido, known for biocompatible skincare formulations with strong Sephora distribution. Comparable to Fenty as a category-disrupting, founder-led prestige brand under the Sephora ecosystem that expanded from single-category focus into a multi-product lifestyle portfolio.

Broad incumbents

• MAC Cosmetics: MAC Cosmetics is an Estée Lauder-owned established makeup brand with broad artist-driven positioning across professional and consumer channels. Comparable to Fenty as a prestige global makeup brand with extensive foundation/concealer ranges, but operates as a much larger portfolio brand rather than a focused celebrity venture.
• Estée Lauder: Estée Lauder Companies is a publicly-traded beauty conglomerate owning MAC, Tom Ford Beauty, Clinique, and many others. Comparable to Fenty as a prestige beauty portfolio operator with global Sephora/retail distribution, but operates at much larger scale across multiple acquired brands rather than founder-driven single-brand focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/fentybeauty
• YouTubeyoutube.com/c/fentybeauty
• Facebookfacebook.com/fentybeauty
• Instagraminstagram.com/fentybeauty
• TikToktiktok.com/@fentybeauty
• LinkedInlinkedin.com/company/fenty-beauty

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fenty Beauty