Rihanna, whose full name is Robyn Rihanna Fenty, redefined the cosmetics industry when the line debuted in 2017 with 40 shades of foundation.
It generated more than 550 million U.S. dollars in sales in its first year by appealing to people of colour who had previously settled for makeup that did not match their skin tone or had to mix their own.
Now Clinique, Maybelline, Dior and MAC Cosmetics all offer at least that many options, too.
“Rihanna stands out,” said Ms Deborah Aitken, a Bloomberg Intelligence analyst.
Rihanna redefined the cosmetics industry when her highly successful Fenty line debuted in 2017. /AFP Photo
As a black businesswoman with a long-established following among young people and an even wider base after becoming a mother, Rihanna resonates globally and in Africa, she said.
The prospects for Fenty look good.
The region is young, but also gaining more wealth. In sub-Saharan Africa, 70 per cent of its almost 1.1 billion people are aged under 30.
And in the wake of pandemic lockdowns, consumers are “refilling the makeup bag,” Ms Aitken said.
That potential was apparent as customers joined celebrities and influencers at midnight launch events in Johannesburg’s financial centre, Sandton, dubbed Africa’s richest square mile.
The Barbados-born singer did not attend, but posted on Instagram to officially announce the launch wearing an outfit by Thebe Magugu, a South African designer.
“I can finally get something that matches my skin tone” said Ms Owami Tshuma, a 20-year-old customer who snapped up Fenty’s foundation on launch day.
Products in the existing Fenty skincare and beauty lines will be sold at ARC stores in South Africa; Edgars in South Africa, Botswana and Namibia; Essenza in Nigeria and Ghana; Lintons Beauty World outlets in Kenya; Catts Beaute in Zimbabwe and Zambia’s Color Cafe.