In 2017, Fenty Beauty launched, and the beauty industry was never the same. Rihanna’s brainchild didn’t just enter the market; it redefined it.
While brands traditionally catered to a limited spectrum of skin tones, Fenty set a new standard with its initial offering of 40 foundation shades.
This revolutionary approach shook the industry and sparked a global conversation about inclusivity in cosmetics.
For startup founders, the story of Fenty Beauty is more than a success narrative.
It’s a masterclass in how to disrupt a saturated market.
Here are key takeaways to help you infuse similar innovation and impact into your business.
1. Identify a Gap in the Market
Fenty’s success began with recognizing an underserved market segment.
Despite being a multi-billion-dollar industry, mainstream cosmetics largely ignored people of color.
Rihanna identified this gap and turned it into an opportunity.
For startups, this highlights the importance of deep market research.
Don’t just look for the obvious pain points; dig deeper.
Identify overlooked needs and demographics.
Analyzing social media discussions, conducting surveys, and staying updated on industry trends can help uncover these gaps.
2. Build an Authentic Brand Story
Fenty Beauty wasn’t just another celebrity makeup line.
It was an extension of Rihanna’s personal experience and advocacy for inclusivity.
This authenticity resonated with consumers and built trust, a crucial factor in its success.
Startup founders should remember that today’s consumers crave authenticity.
Create a brand story that aligns with your values and speaks to your audience.
Your mission should reflect not just what you do, but why you do it.
Authenticity fosters loyalty and distinguishes your brand in a crowded market.
3. Prioritize Inclusivity from Day One
Inclusivity wasn’t an afterthought for Fenty; it was the core of the brand.
From product development to marketing, Fenty ensured every aspect of its business strategy was inclusive.
This made a powerful statement and positioned the brand as a pioneer.
To replicate this approach, startups should incorporate inclusivity into their business model from the start.
Whether you’re developing products, services, or content, ensure they cater to diverse audiences.
This can mean designing products for varied needs, using inclusive language, or featuring diverse representations in marketing campaigns.
4. Leverage the Power of Social Media
Fenty Beauty’s launch was a social media phenomenon.
It harnessed the power of platforms like Instagram and YouTube to generate buzz and engage directly with its audience.
This strategy not only amplified the brand’s reach but also fostered a community of loyal fans.
For startups, a strong social media presence is non-negotiable.
Use these platforms to create engaging content, interact with your audience, and share your brand story.
Influencer partnerships and user-generated content can further enhance visibility and credibility.
Remember, social media is not just a marketing tool; it’s a platform for building community and brand loyalty.
5. Innovate with Purpose
Innovation is often seen as synonymous with technology, but Fenty proved it can be more than that.
Its innovation was in the product itself—creating foundations for every skin tone, lipsticks for all preferences, and products that worked across diverse skin types.
This purposeful innovation set Fenty apart.
For startups, innovation should always serve a purpose.
It’s not about adding features for the sake of it, but about solving real problems or enhancing the customer experience.
Listen to your audience, understand their challenges, and innovate to meet their needs.
Purpose-driven innovation builds brand equity and customer loyalty.
6. Create a Disruptive Launch Strategy
Fenty’s launch was meticulously planned and flawlessly executed.
Instead of a traditional release, it opted for a simultaneous global launch, generating immediate hype and demand.
This strategy, combined with strategic use of influencers and PR, ensured Fenty dominated headlines and conversations.
For startups, a disruptive launch strategy can make a significant impact.
Plan a launch that resonates with your target audience and creates a sense of urgency.
Utilize social media, influencers, and press to amplify your message.
A well-executed launch can set the tone for your brand’s growth and visibility.
7. Keep the Momentum Going
Launching a brand is just the beginning; sustaining its momentum is the real challenge.
Fenty Beauty continued to innovate post-launch, expanding its product line and engaging with its community.
This kept the brand relevant and top of mind for consumers.
For startups, the post-launch phase is critical.
Continue to engage with your customers, collect feedback, and adapt.
Regularly introduce new offerings or improvements based on customer insights.
Consistent innovation and engagement are key to building long-term success.
8. Invest in Strategic Partnerships
Fenty’s partnership with LVMH’s Kendo division provided the brand with resources, expertise, and distribution channels that were crucial to its rapid growth.
This collaboration allowed Fenty to scale quickly and effectively.
For startups, strategic partnerships can be invaluable.
Look for partners who complement your strengths and can help you overcome challenges.
Whether it’s distribution, technology, or expertise, the right partnership can accelerate growth and open new opportunities.
9. Measure Impact Beyond Revenue
While Fenty Beauty’s financial success is impressive, its cultural impact is equally significant.
The brand set a new standard for inclusivity in cosmetics and influenced other companies to follow suit.
This broader impact strengthened its brand identity and consumer loyalty.
For startups, focusing solely on revenue can be shortsighted.
Measure your impact in terms of brand reputation, customer satisfaction, and cultural relevance.
Building a brand that positively influences its industry and society creates lasting value beyond the balance sheet.
10. Stay True to Your Vision
Throughout its journey, Fenty Beauty has stayed true to its core vision of inclusivity.
Despite the challenges of scaling, it never compromised on its values. This unwavering commitment has solidified its position as a leader in the industry.
As a startup founder, it’s essential to stay aligned with your vision and values, even as you grow.
Challenges will arise, and the temptation to deviate might be strong.
However, consistency in your brand promise is crucial for building trust and credibility.
Fenty Beauty’s story is a powerful reminder that success comes not just from a great product but from a bold vision and a commitment to serving your audience authentically.
By identifying a real need, building a strong brand story, and staying true to your mission, you can create a business that not only thrives but also makes a meaningful impact.
As you build your startup, let Fenty Beauty’s journey inspire you to think differently, act boldly, and, above all, lead with purpose.
The beauty industry may have been the stage for this transformation, but the principles apply to any business ready to make its mark.
