Rihanna To Create Make Up Brand

“Everything with her is off the charts.”-  The statement was made concerning Rihanna on the launch of her make up line.

The Kendo division of LVMH Moët Hennesy Louis Vuitton has landed a deal with Rihanna, one of the hottest-selling celebrities in the world of licensing, to do a complete makeup collection...

“Fenty Beauty by Rihanna is a beauty rocket ship that will appeal to a huge and diverse global audience,” he said. “We are aiming for the stars.”

“Our Rihanna business continues to flourish,” said Diana Espino, global vice president of marketing and brand development. Adding that Rihanna remains on top of the celebrity heap, Espino said the reason is because “what she produces has the authenticity of a fashion icon and an entertainment trendsetter. She is really a developer,” she noted, that in an era of social media transparency, “the consumer knows it.”

The Rihanna makeup brand will be the third major color cosmetics project that Kendo has undertaken, following those by Kat Von D Beauty and Marc Jacobs Beauty.

Kendo has given Rihanna the opportunity to play a key role in the development of her brand and the longevity of a long-term relationship. The company also offers a deep bench of development talent and a global reach in distribution. In markets where there are no Sephora stores, other, suitable retailers will be found.

Source WWD