Rihanna introduces Fenty Hair line, expanding her luxury beauty empire.

Hitting the Mark: Rihanna's Fenty Hair Launch

Rihanna dropped a bombshell in the beauty world on Thursday, (https://www.fentybeauty.com) debuting Fenty Hair, her fourth foray into beauty since launching Fenty Beauty back in 2017. This long-awaited venture into hair care is brimming with nine haircare and styling products, all focused on repair and reinforced by Replenicore-5, a proprietary solution containing gooseberry, jackfruit extract, hydrolyzed vegetable protein, green tea extract, and amino acids.

At launch, Fenty Hair boasts one shampoo, two conditioners, a damage repair treatment, four stylers, one edge styling tool, and a maintenance crew bundle. Individuals can expect to pay between $18 to $36 per product, while the maintenance crew bundle goes for $110.

Behind the Scenes

Fenty Hair took an impressive four years to develop and was tested on more than 400 people, according to the singer's Instagram account. Rihanna's dedication to hair health and her desire to appease a wide range of consumers with varying hair types were crucial elements in the brand's creation.

As a seasoned beauty mogul, Rihanna's passion for the project shines through — "Hair has always been very personal to me. My hairstyles have marked my evolution and growth over the years, so launching Fenty Hair was something I was really passionate about. Creating products that are easy to use, no matter your hair type or texture, and that include repair in every step and can keep up with me, was crucial."

The explosion of interest in prestige hair care brands has been on the rise. A recent Circana report reveals prestige hair care brands saw a boost of 14% in sales in 2023, with over half of those sales happening online. Despite making up the smallest portion of celebrity-backed beauty companies, prestige hair brands experienced a 64% increase in sales year-over-year in the first quarter.

Competing in the Crowded Beauty Aisle

Fenty Hair follows three category debuts by the company: Fenty Beauty makeup in 2017, Fenty Skin in 2020, and the introduction of fragrances in 2021. Rihanna isn't alone in the hair care market this year—Beyoncé launched Cécred in February.

53% of celebrity retail brands fall within the beauty category, including Honest Co. by Jessica Alba and Rare Beauty by Selena Gomez. In the hair care space specifically, Jennifer Aniston runs the LolaVie brand and Tracee Ellis Ross operates Pattern Beauty brand.

In addition to expanding Fenty Beauty, Rihanna's business empire also includes Savage X Fenty, where she held the CEO role until stepping down last year, but continues to lead in a significant capacity.

Given the success of Fenty Beauty, the brand is distributed through various retail partners like the Ulta at Target shop-in-shops, which were established as part of a deal signed in September 2023.

Rihanna's latest venture, Fenty Hair, entered the beauty market, marking her fourth foray into beauty since the launch of Fenty Beauty in 2017.
The haircare line offers nine products, each fortified with Replenicore-5, a proprietary solution containing various elements like gooseberry, hydrolyzed vegetable protein, and amino acids.
Gaining traction in the prestige hair care market, Fenty Hair prices its products between $18 to $36 per item and offers a maintenance bundle for $110.
Rihanna, being a seasoned beauty mogul, has shared behind-the-scenes insights, expressing her personal attachments to hair and her passion for the project.
The development of Fenty Hair took four years and underwent testing on more than 400 individuals, according to Rihanna's Instagram account.
The interest in prestige hair care brands is on the rise, with a recent Circana report showing a 14% increase in sales in 2023, with half of those sales occurring online.
Amidst the crowded beauty aisle, Rihanna's Fenty Hair joins other celebrity-backed brands, such as Beyoncé's Cécred and Selena Gomez's Rare Beauty.
In addition to expanding the Fenty Beauty brand, Rihanna oversees Savage X Fenty, her business empire that also includes retail partnerships like the Ulta at Target shop-in-shops.