Fenty Beauty made a splash when it entered the beauty scene in September 2017 for its shade-inclusive products, with many of the brand’s darkest shades selling out in a matter of days. Innovative at the time, the formula spawned a movement of lookalike cosmetics appealing to all skin types. But thanks to its billionaire founder, singer Rihanna, born Robyn Rihanna Fenty, the brand has stayed relevant with a combination of star power and a masterclass in marketing virality.
The LVMH-owned beauty brand has been hard to miss in 2023 as its marketing team made efforts to reach every potential demographic. Fenty Beauty teamed up with Ulta Beauty to tour college campuses this spring to host #ShadMatchU events and promote the Pro Filt’r Foundation and Eaze Drop Blurring Skin Tint shades. The brand also launched the #HellaThiccChallenge challenge on YouTube Shoppable Shorts.