Mzansi’s beauty gurus are in for a treat this month as pop sensation Rihanna is set to launch her luxury beauty brand on South African soil! This comes almost six years after the cosmetics brand launched in Sephora stores across the United States. Fenty Beauty, stylised as FEИTY BEAUTY, is set to launch on 27 May 2022, exactly two weeks after the announcement of its debut on the continent.
Fenty Beauty hosted a complementary soiree at ARC in Sandton on the eve of the brand’s official launch date to celebrate its debut in South African. The star-studded event saw appearances from Rich Mnisi, Lerato Kganyago and Boity, among many other entertainers. DJ Uncle Waffles was also present at the launch, indulging guests with a fiery amapiano set.
With a focus on inclusivity, Fenty Beauty is set to launch in eight African countries: South Africa, Zimbabwe, Zambia, Ghana, Botswana, Namibia, Kenya, and Nigeria. Rihanna is quoted as saying that Fenty Beauty aims to help “everyone feel beautiful and recognised, no matter their race, ethnicity, culture, or personal style.”
First launched in 2017, Fenty Beauty came into existence after Rihanna realised the lack of inclusivity in the makeup brands which were creating products for women of colour. Unable to find makeup for her skin tone, the iconic musician launched her brand with a then-unheard-of 40 shades of foundation, catering for various skin tones.
The brand has since gained global popularity for its broad inclusivity across skin tones and gender, particularly through its Pro Filt’r Foundation. The original foundation launch included 40 shades, which has since expanded to 50.
Here’s everything you need to know about the Fenty Beauty’s launch in Mzansi:
Which products will be available for purchase?
In terms of makeup and skincare, African makeup enthusiasts will be spoilt for choice. The Fenty Beauty range will comprise some of the brand’s best-selling products, including:
- Fenty Beauty Pro Filt’r Soft Matte Longwear Foundation
- Fenty Beauty Killawatt Freestyle Highlighter
- Fenty Beauty Gloss Bomb Universal Lip Luminizer
- Stunna Lip Paint Longwear Fluid Lip Color
- Fenty Skin Hydra Vizor Invisible Moisturizer Broad Spectrum SPF 30 Sunscreen
- Fenty Skin Total Cleans’r Remove-It-All Cleanser
How much will Fenty Beauty cost makeup enthusiasts?
Fenty Beauty will sell at a similar price to other high-end cosmetic brands, such as Bobbi Brown and MAC.
Items such as the Pro Filt’r Foundation will cost around R755; Pro Filt’r Instant Retouch Setting Powder, R675; and Stunna Lip Paint for R550.
Where can I purchase the products?
South African beauty enthusiasts can purchase Fenty Beauty and Fenty Skin products from ARC and Edgars Beauty stores.
By positioning itself at the lower end of the luxury beauty range, Fenty has earned a special spot – not being too exclusive for those with smaller budgets, but still high-end and high-quality.
Simply put, Fenty Beauty will do more than just appeal to a diverse South African audience to boost its sales and reputation. It will also carve out a niche audience for itself: luxury beauty products for beauty enthusiasts with a smaller budget.