Fenty Beauty

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By Rihanna

Rihanna created Fenty Beauty “so that women everywhere would be included,” focusing on a wide range of traditionally hard-to-match skin tones, developing formulas that work for all skin types, and pinpointing universal shades. Rihanna wanted her brand available to women everywhere around the world at the same time. This was insanely difficult from an operational perspective. The brand went live in 17 countries on the same day at the same hour (regardless of time zones) with a completely omnichannel marketing strategy. We were also ready to ship directly to 137 countries. Distributing content around the world in real time required surgical precision. One mistake could derail the entire marketing plan.

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