Fenty Beauty’s Marketing & Advertising Strategy

With her beauty, sensational life, hit songs and excellent performances, the barbados-born singer, Rihanna definitely managed to enthrall people for the last two decades. Of course, in addition to all these, we can say that Rihanna is one of the artists we often talk about and admire with her cosmetics brand Fenty Beauty, which she founded in 2017.

Fenty Beauty, which made a lot of noise and fascinated many people of all backgrounds, has managed to become a brand on the shelves of people who are interested in make-up since it was founded. Given its design, packaging, color options, and exceptional material quality, Fenty Beauty has actually surpassed other cosmetics brands in popularity in recent years.

What are the secrets of the brand’s success, then?  Fenty Beauty marketing strategy should unquestionably be used as an example and we’ve gathered all the information you need to learn more about it! 

What to Know About Fenty Beauty’s Marketing Strategy?

In the beauty and cosmetics industry, few brands have managed to capture the essence of inclusivity and diversity quite like Fenty Beauty. The brand swiftly rose to prominence, challenging industry norms and redefining beauty standards. Fenty Beauty’s advertising success is due in large part to its innovative, inclusive marketing and advertising strategy. The brand was launched in 2017, and has become a global phenomenon, with over $500 million in sales in its first year. In fact, Fenty Beauty was the leading celebrity cosmetics brand, with a $570 million dollar revenue in 2021. 


One of the key factors behind  Fenty Beauty’s success is its inclusive approach to beauty.The brand offers a wide range of products for all skin tones. Fenty Beauty’s inclusive marketing approach has resonated with consumers of all backgrounds, and has helped to make Fenty Beauty a go-to brand for people who want to feel represented in the beauty industry.

At the heart of Fenty Beauty’s marketing strategy lies the core value of inclusivity. The brand’s foundation range boasts an impressive 50 shades, ensuring that people with different skin tones can find their perfect match. Fenty Beauty has a loyal customer base because it appeals to a wide spectrum of customers and recognizes and celebrates diverse beauty.

Representing Everyone

Fenty Beauty understands the power of representation in marketing and advertising. The brand consciously features a diverse range of models and ambassadors in Fenty Beauty’s advertising campaigns, showcasing individuals of varying ethnicities, genders, and body types. By doing so, Fenty Beauty sends a strong message that beauty knows no boundaries and that everyone deserves to feel represented and included. This approach has not only resonated with consumers but has also prompted other brands to follow suit, sparking a much-needed shift in the industry. As a cosmetics company, perhaps these are also your strong qualities, and if you’re looking to drive forward your brand just like Fenty Beauty, consider partnering with a US-based beauty marketing company.

Use of Social Media

Fenty Beauty mastered the art of social media marketing, leveraging platforms like Instagram, Twitter, Youtube and TikTok to engage with its audience and promote its products. 

Actively interacting with followers, reposting user-generated content, and encouraging customers to share their experiences using Fenty products are crucial digital marketing strategies of Fenty Beauty. This strategy created a sense of community and authenticity, fostering a loyal fan base that feels personally connected to the brand. 

Additionally, of course, Fenty Beauty’s advertising mainly focuses on collaborations with micro to macro influencers, further expanding its reach. We’ve listed the Fenty Beauty social media campaigns below!

Fenty Beauty Products and Differentiation

Fenty Beauty’s digital marketing strategy is deeply intertwined with its commitment to product innovation. This beauty brand has gained significant attention and acclaim for its unique offerings, such as the Pro Filt’R Soft Matte Longwear Foundation and the Killawatt Freestyle Highlighter. Fenty Beauty has positioned itself as a leader in the industry, attracting attention from beauty enthusiasts and professionals alike, by launching these types of high quality products. This emphasis on innovation is consistently communicated through its marketing campaigns, reinforcing the brand’s image as a forward-thinking and boundary-pushing beauty brand.

Fenty Beauty Marketing & Advertising Campaigns

Fenty Beauty has perfected impactful advertising by seamlessly integrating its products into high-profile events and collaborations. From viral influencer content to iconic moments in popular culture, Fenty Beauty advertising continually captures the public’s attention and sets new standards in the beauty industry.

Fenty Beauty Eaze Drop’lit Launch

In 2023, Fenty Beauty launched the Eaze Drop’lit All-Over Glow Enhancer, a product designed to give users a natural, radiant glow. The campaign featured a series of Instagram posts and stories showcasing influencers and everyday users applying the product. This campaign emphasized the product’s versatility and ease of use, highlighting how it can be mixed with foundation or worn alone for a luminous finish.

Fenty Beauty & Skin Experience on Roblox

The popular cosmetics brand made its metaverse debut on Roblox with the “Fenty Beauty + Skin Experience” in mid-2023. This innovative advertising campaign allowed users to interact with the brand through scavenger hunts, mazes, and product creation opportunities. Users were able to create their own virtual Fenty Beauty Gloss Bomb lip gloss and participate in weekly contests. This marketing campaign of Fenty Beauty highlighted the brand’s key products such as the Fenty Skin Melt Awf Jelly Oil Makeup-Melting Cleanser and the Fenty Beauty Gloss Bomb Universal Lip Luminizer. 

Fenty Beauty’s Roblox debut aimed to engage the brand’s younger audience and benefit from the growing popularity of virtual experiences.

Fenty Icon Lipsticks Campaign

The Fenty Icon Lipsticks campaign was rolled out in late 2022, focusing on the brand’s new line of refillable lipsticks. The campaign featured Rihanna herself in a series of glamorous photos and videos, promoting the luxurious and sustainable aspect of the product.


The lipsticks were advertised as having a semi-matte finish and being available in a range of universal shades.

Rihanna Super Bowl Halftime Performance

During her highly anticipated Superbowl Halftime Show, Rihanna touched up her makeup with Fenty Beauty’s powder. This advertising strategy earned her company Fenty Beauty US$5.6 million in the first 12 hours in media impact value.

Rihanna’s Nighttime Skincare Routine

In collaboration with Harper’s Bazaar, Rihanna shared her nighttime skincare routine using Fenty Beauty skincare products. The video was viewed 1.71 million times.

Fenty Beauty & BootsUK Collaboration

Rather than collaborating with famous faces, Fenty Beauty’s advertising strategies focused on creating a #FentyFace campaign in partnership with BootsUK to select seven people who truly reflect the Fenty brand ethos. Deploying the desired digital marketing strategies for brands can be challenging, though. But for those looking to explore collaboration opportunities within the UK as a beauty or cosmetics brand like Fenty Beauty, we recommend finding beauty and cosmetics companies that best suit your needs.

Meredith Duxbury x Fenty Beauty

Famous makeup influencer Meredith Duxbury collaborated with Fenty Beauty and created a makeup look using only Fenty Beauty products before she went to a Dinner event with the brand. The TikTok video was viewed 3.4M times.

Daniel Kaluuya Wearing Fenty Beauty Foundation at the Oscars

Famous “Black Panther” and “Get Out” actor Daniel Kaluuya wore the Fenty Beauty Pro Filt’R Foundation in shades #480 and #490. This is an excellent example of how the brand promotes its mission “Beauty for Everyone,” shattering the stereotype that only women may apply makeup.

Amandla Stenberg Became the First Ever Fenty Beauty Brand Ambassador

In 2019, American actress and activist Amandla Stenberg became the brand’s first ever brand ambassador. Fenty Beauty and Amandla Stenberg created makeup videos for the brand’s YouTube channel, receiving millions of views.

Instagram Collaborations with Micro to Macro Influencers

Fenty Beauty collaborates with all types of influencers and famous names to promote its products. With its affordable prices and attractive packaging, the brand succeeds in becoming the favorite of its followers while attempting to reach various target audiences through a wide variety of diverse people.


Fenty Beauty’s marketing and advertising strategy has undeniably disrupted the beauty and cosmetics industry. By championing inclusivity, celebrating diversity, and embracing innovative product offerings, the brand has carved out a unique space for itself. In terms of marketing strategies for cosmetic brands, the brand is outstanding.

Fenty Beauty’s success can be attributed to its ability to connect with consumers on a personal level, fostering a sense of belonging and empowerment. As beauty continues to evolve, the brand’s trailblazing approach serves as a powerful reminder of the transformative impact that marketing and advertising can have in shaping societal norms and consumer expectations.