Instagram: @savagexfenty

Twitter: @savagexfenty


Total funding: $70 million

Revenue: $570 million 

Valued: Estimated $3 billion

Rihanna’s celebrity status paired with LVMH’s backing and the brand’s focus on inclusivity made Fenty Beauty one of the fastest-growing beauty launches in recent history. Fenty Beauty’s success is reflective of the celebrity-led beauty brand trend that is currently dominating the industry along with Kendo’s backbone that has allowed it to scale so flawlessly.

Kylie Cosmetics, KKW Beauty, MakeUp Forever, Tarte, Benefit, Urban Decay and NYX.


  • Launches Flypencils, a pencil eyeliner that comes in 20 different shades.


  • Becomes available at Chemist Boots stores in the UK and is no longer exclusive to Harvey Nichols in the UK. 
  • Launches brow pencils in 14 shades. 
  • Launches in Saudi Arabia.
  • Introduces Pro Filt’r instant Retouch Concealer in 50 shades.


  • Launches limited-edition highlighter, ‘Dirty Thirty’ for Rihanna’s 30th birthday and ChillOwt, a collection of winter-themed products.
  • In February the brand produces a Superbowl TV ad featuring rapper Saweeti.
  • In March Fenty Beauty launches “My Fenty, My Mood” promoting makeup for all genders.
  • WWD Beauty Inc. names Fenty Beauty Digital Beauty Innovator of the year. 



  • Fenty Beauty is named one of Time Magazine’s best inventions of 2017. 
  • Fenty Beauty releases Stunna Lip Paint. 
  • Launches in the UK, sold exclusively at Harvey Nichols department stores. 
  • The brand makes $72 million in its first month.
  • Rihanna and Kendo launch Fenty Beauty with 40 shades of foundation, making headlines as one of the most inclusive cosmetics brands ever. Products go on sale in Sephora stores, and


  • Rihanna signs a deal with LVMH to create Fenty Beauty. LVMH invests an estimated $10  to launch Fenty with Kendo, Sephora’s brand incubator.