Even Rihanna is not epidemic proof. LVMH, the luxury goods company that supported her Fenty fashion label, is now putting Rihanna on the back burner, after which sales started slow and then slowed once the epidemic hit. Officially, the luxury goods conglomerate of billionaire Bernard Arnault is holding on to Rihanna and Fenty, but not canceling it altogether. The venture between LVMH and Rihanna was launched in 2019.
The Fenty fashion label did not have the same level of success that Fenty cosmetics line Rihanna and LVMH launched together in 2017. Rihanna promoted her makeup line to her 91 million Instagram followers and 102 million Twitter followers, making her makeup line heavier. . Fainte cosmetics was also promoted by being one of the only cosmetics on the market to offer a range of skin.
What makes Rihanna different from other makeup lines is the range of skin tones available. Fenty sells foundations of 40 different colors, where other brands offer only a handful. The line also sells highlighters, bronzers, blushes and lip glosses. The brand made $ 100 million in revenue in its first two months. In 2018 the line generated $ 570 million. He owns 15% of the partnership. Recently, Fenty Beauty started a skincare line, which is selling well. She together with LVMH launched Fenty Beauty in the fall of 2017. Fenty Beauty is sold on Sephora (which is also owned by LVMH) as well as on its website and each release is sold out very quickly. Rihanna’s partnership with LVMH was initially $ 10 million for Fenty Beauty.
In May 2019, Rihanna announced another partnership with LVMH, Fenty, a fashion line. Fenty was launched as a pop-up store in Paris on May 22, 2019, and then online worldwide on May 29, 2019. Fenty sells high-end clothing, shoes, jewelry, and accessories. She is the first woman and the first woman of color to launch a new brand with the luxury fashion group. Fenty is also the first fashion brand LVMH has launched since 1987.
Fenty’s fashion line may not be ready to play ball with other big names in LVMH’s portfolio. LVMH owns Louis Vuitton, Celine, Christian Dior, Bulgari, Fendi, Marc Jacobs and other luxury brands. Those brands are well known for their iconic, high-end handbags and accessories, which are priced higher than cosmetics. LVMH also owns the majestic Champagne brands Moet & Chandon and Dom Perignon. Additionally, new brands have a cache of decades (if not centuries) of history that enables old luxury brands to spend thousands of dollars on a purchase to customers.
LVMH and its billionaire CEO Bernard Arnault still want to get into business with Rihanna. LVMH recently bought a stake in Savage X Fenty, a Los Angeles-based online fashion company TechStyle Fashion Group, launched in 2018 by the luxury brand Rihanna. Like her cosmetics line, Rihanna wanted the line to be inclusive, so like her makeup, her lingerie comes in a variety of shades to match all shades. It also comes in many sizes that go beyond the standard size of 2 to 12. She uses plus-size and transgender models in her runway shows and advertising campaigns, which her fans absolutely love. LVMH’s stake in Savage X Fenty comes through Arnault’s private equity fund El Cateran.