Rihanna brings LVMH into the Fenty-first century with an influential new partnership

Last week, LVMH Möet Hennessy Louis Vuitton added Fenty — Rihanna’s beauty line — to its group of luxury brands. The partnership makes Fenty LVMH’s first new in-house brand to debut since 1987 — and makes Rihanna the first female partner to launch an LVMH brand.

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Following in the footsteps of other famous fashionistas like the Kardashian-Jenners, Rihanna’s partnership proves that, in the influencer age, personal brands can become big businesses.

Fenty’s fast and fashionable rise

Rihanna created Fenty with the goal of providing more inclusive cosmetics options, raising $10m from Kendo (LVMH’s cosmetics incubator) to get the business off the ground.

After launching in 2017 with 40 different skin tones, Fenty brought in more than $550m in revenue in its first year. 

Fenty’s massive success inspired LVMH to invite outsider Rihanna to launch a new brand under the luxury company’s ultra-exclusive corporate umbrella (ella, ella, eh, eh, eh — sorry).

Rihanna, who will be the first woman of color to run an LVMH line, will own 49.99% of the company.

Buying new followers with old money

The LVMH-Fenty collaboration is a collision of old and new: LVMH has called its brands “maisons” since it fabricated clothes for French aristocrats in their homes (“maisons,” en français); Rihanna has “Thug Life” tattooed on her knuckles.

But, even though LVMH did more than $14B in revenue last quarter, the luxury conglomerate doesn’t have as much influence with young, fashionable consumers as Rihanna — who has 70m Instagram followers.

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