What is Fenty Beauty?
The ethos behind Rihanna’s billion-dollar line is shockingly simple: inclusion. The musician-turned-makeup-mogul stated, “(the line) was created for women of all shades, personalities, attitudes, cultures and races.”
Rihanna’s line of cosmetics is best known for the Pro Filt’r Soft Matte foundation. For some, finding a matching foundation wasn’t merely an annoyance; it was downright impossible. Having to fork out money for a close -enough tone only to later combine it with another bottle is an alchemy class no one signed up for. Her makeup line allowed women and men to expel a sigh of relief: 50 shades of foundation for every skin tone. From concealers, blushes, contour sticks and highlighters, each product is designed with diversity in mind.
Since her foray into the beauty industry, the brands under the Fenty umbrella (a Rihanna classic), have expanded. In addition to a hugely successful makeup line, Fenty Skin, Fenty Hair and Fenty Eau de Parfum have been created, each fostering her promise of inclusion.
Who owns Fenty Beauty?
The status of “game-changers” is often dolled out to undeserving recipients. However, this is not the case where Rihanna is concerned. The Barbados-born singer first entered the beauty sphere when she released her first fragrance Reb’l Fleur. In 2017, Robyn Rihanna Fenty launched her eponymous brand. Dubbed the “Fenty Effect”, the creation of an expansive range of shades became the industry norm. Accommodating a wider variety of skin tones was finally seen as a necessity and not just an afterthought.
Along with the internationally acclaimed artist, her beauty line was developed with the luxury conglomerate Louis Vuitton Moet Hennessey (LVMH). In its inaugural year, the cosmetics line was included on the list of Times Magazine's “Best Invention”.
More Than Just A Makeup Brand
As a singer, entrepreneur and philanthropist, the CEO is a tough act to follow. The Clara Lionel Foundation (CLF) was founded in 2012 by Rihanna. The project is held dear to her heart as it was created in honour of her grandparents Clara and Lionel Braithwaite. The CLF provides financial backing for initiatives focused on climate resilience and justice across the United States and the Caribbean region. An integral part of the foundation is helping communities prepare for, withstand and recover from natural disasters. The link to her homeland remains a strong priority as continues to support schools, health clinics and hospitals in the region.
Must-have Fenty Products
This was a tough one but we’ve managed to whittle it down to our top 5 must-have products.
Pro Filt'r Soft Matte Longwear Foundation
The arrival of the Pro Fillt’r Soft Matte Longwear Foundation was a necessary disruption. The inclusive and diverse range of over 50 shades set the bar for makeup producers everywhere. Its soft matte formula instantly lessens the appearance of pores. If it wasn’t great enough, its Climate Adaptive Technology absorbs oil and eliminates shine. The long-wear foundation collection offers an array of coverage styles: Light, Light-Medium, Medium, Medium-Deep and Deep.
Gloss Bomb Universal Lip Luminizer
The Gloss Bomb Universal Lip Luminizer veritably exploded on the beauty scene. Luscious and fuller-looking lips in a single swipe? Don’t mind if we do. Though it is heavier than some other glosses, it is non-sticky and never overbearing. Imbued with shea butter, your lips are left feeling softened and soothed. The gloss bomb universal lip is available in 9 incandescent shades:
Fenty Glow, Sweet Mouth, CLF Canda Soda, Fu$$y, RiRi, Fuscia Flex, Champ Stamp Fantasy, Hot Chocalit Fantasy, Hot Chocolit and Glass Slipper.
Match Stix Matte Skinstick
When the Match Stix Matte Skinstick first burst onto the scene, beauty lovers everywhere scrambled to buy it. It is light-as-air, buildable and doesn’t crease - can we ask for more? The design of the contour stick allows for more precise application, making it a great choice for those getting to grips with contour. The Fenty Skinstick comes in a variety of sleek shades:
Soft Amber, Amber, Amber Suede, Suedish, Mocha, Truffle, Ebony, Espresso and Caviar.
Fenty Eau De Parfum
According to Rihanna, Fenty Eau de Perfume best represents her essence -” warm, sensual and one-of-a-kind.” Available for both men and women, it is alluring yet not overpowering. Industry-renowned perfumer Jacques Cavallier Belltrude craft the scent and his flair is evident. The perfume contains notes of sweet magnolia, Bulgarian rose and a zesty touch of tangerine.
Fenty Skin
We can’t talk about this outstanding brand without mentioning our Fenty Skin highlights. Here are our MOJEH beauty editors' top 5 favourites.
Total Cleans’r Remove-It-All
The Total Cleans’r Remove-It-All pays homage to Rihanna’s *hometown. With the addition of antioxidant-laden Barbados cherry, the skin feels revitalised and nourished. The hydrating cream evolves into a lather and doubles up as a make-up remover. The touch of ginkgo biloba takes care of excessive oil, helping balance pores.
Cookies N Clean Face Mask
The Cookies N Clean Face Mask is a 10-minute pore detox that leaves you with sumptuous skin (and a craving for a sugary treat in some cases.) The hero ingredient of this clay mask is salicylic acid, helping to unclog pores and remove dead skin cells. Its whipped texture is light and airy, making it feel as good as it looks.
Fat Water Pore-Refining Toner Serum
The Fat Water Toner Serum offers an exceptional hybrid experience. It consists of a jelly-like consistency, hence the name. It tightens pores, lightens dark spots, leaves skin looking luminous and preps the face for moisturising. In short, it can do it all. Niacinamide and lemon myrtle work to combat excess surface oil and refine pores.
If sensorial stimulation isn’t your cup of tea, there’s also a fragrance-free option.
Butta Drop Whipped Oil Body Cream
The whipped oil body cream is full of moisturising ingredients. It contains a delectable blend of 7 moisturising oils, so you know that your legs will be sheen and smooth after one use. The addition of Shea and Mango butter helps bolster the moisture barrier and rekindle your skin’s glow.
Skin Start’rs Set
The Fenty Skin Start’rs Set makes the coveted Fenty glow available to everyone. It includes three essentials for three simple steps: Total Cleans’r, Fat Water and Hyrda Vizor. There is a variety of sets available: full-size, travel-size (for perfect skin on the go) and a kit designed for those with dry skin. If you’re looking for an added layer of skin protection, opt for the Fenty set with SPF.
Where to buy Fenty?
Buy Fenty In the United Arab Emirates
Fenty enthusiasts in the UAE have several options to get their hands on their favourite products. Whether you're in Dubai or Abu Dhabi, you can find Fenty Beauty at these locations:
Buy Fenty in Dubai:
Sephora and Bloomingdale's in Dubai Mall
Harvey Nichols in Mall of the Emirates
Buy Fenty in Abu Dhabi:
Sephora in Yas Mall
Paris Gallery in Marina Mall
Getting your hands on your everyday essentials in the UAE is easier than ever, with multiple locations in both Dubai and Abu Dhabi. Whether you're looking for the perfect shade of Pro Filt'r foundation or the latest Gloss Bomb, these stores have got you covered.
Buy Fenty In Qatar
For those in Qatar looking to experience Fenty Beauty, head to Doha where you can find the brand at:
Doha
Sephora in Villaggio Mall
Doha Festival City
The breadth of products in Villaggio Mall and Festival City in Doha ensures that beauty lovers in Doha can access Rihanna's iconic makeup line with ease.
Buy Fenty In Saudi Arabia
Fenty Beauty has also made its mark in Saudi Arabia. If you're in Riyadh, you can shop for your favourite products at:
Riyadh
Kingdom Centre, Riyadh City
This location in Saudi Arabia's capital city makes it convenient for Riyadh residents to explore and purchase Fenty Beauty products.
Buy Fenty In Switzerland
Swiss beauty aficionados can find Fenty Beauty in two major cities:
Geneva
Sephora
Globus
Zurich
Sephora
Jelmoli
Whether you're in Geneva or Zurich, these locations offer a wide range of Fenty Beauty products to suit your needs.
Buy Fenty Online
Can't make it to a physical store? No problem! You can always shop for Fenty Beauty products online at:
Shopping online gives you access to the full range of Fenty Beauty products, often with exclusive online offers and promotions.
Celebrities endorsing Fenty products
Naomi Campbell
Despite sparks of a public feud set alight on TikTok, international supermodel Campbell had long been a fan of the brand. She openly praised the creator of the past-due inclusive range, stating that “it was about time.”
Cardi B
Cardi B and Rihanna are both forces of nature, which is why they’re so adored. In 2017, Cardi B secured a number 1 chart spot with her track “Bodak Yellow”. The only acceptable form of celebration was to receive a haul worth of Fenty beauty products. It may have left makeup artists (and us) green with envy, but B is worth every drop of foundation.
Lizzo
As well as dazzling at the Savage x Fenty shows, Lizzo garnered a reputation for top-notch beauty recommendations. Many of TikTok’s eagle-eyed beauty fans have spotted some Fenty products such as Pro Filtr Retouch Concealer and Pro Filtr Instant Setting Powder on her list of must-haves.
Hailey Bieber
While Rihanna chose a deep rouge (Fenty Icon Velvet Liquid Lipstick MVP to be exact) for gameday, our favourite socialite had other plans. In 2023, Hailey Bieber set TikTok ablaze when she revealed her Superbowl makeup look. Wearing shade Choclit of the Gloss Bomb Lip Luminizer, she left her followers in a daze with its cacao hue and plumping properties.
Daniel Kaluuya
After the roaring success of “Black Panther” and “Get Out”, he was the talk of the proverbial town. (Deservedly so.) In 2018, Kaluuya caught the attention of news outlets for another reason. Daniel Kaluuya sported Fenty Pro Filtr Soft Matte Long-wear Foundation shades #480 and #490 at the Academy Awards. Be it the actors’ exuberant aura* or the glowing Pro Filt’r effect, he was positively radiant.
Maddison Beer
In 2022, Maddison Beer was crowned brand ambassador for Fenty Beauty. She revealed her dream collaboration to her fans in her Dangerous music video. For the Reckless singer, it’s a dream realised as she admitted Rihanna is one of her idols. Fans can get a glimpse into her daily beauty regime in her own corner of the website. Madison Beer’s go-to-products include the Gloss Bomb Universal Lip Luminizer, Eaze Drop Blurring Skin Tint and Killawatt Freestyle Highlighter, among many others.
