Fenty Beauty is owned in equal halves by Robyn Rihanna Fenty and LVMH’s Kendo Brands. In 2025 the brand named rapper GloRilla as its first joint Fenty ambassador, and its Pro Filt’r foundation entered Time’s 2025 Best Inventions Hall of Fame.
Fenty Beauty Key Statistics
- Fenty Beauty reported around $450 million in net sales in 2024, according to Reuters.
- Rihanna owns 50% of the company through her holding firm Roraj Trade LLC.
- The brand launched with 40 foundation shades in September 2017.
- Fenty Beauty now sells more than 50 foundation shades.
- LVMH’s stake could be valued at up to $2 billion, Reuters reported in 2025.
Ownership split
Who Owns Fenty Beauty?
Ownership splits 50/50. Rihanna holds her half through Roraj Trade LLC, while LVMH controls the other half through Kendo Brands, its in-house beauty incubator.
Fenty Beauty is private and does not trade on any exchange. The company is based in San Francisco and runs under Kendo’s structure inside LVMH’s Perfumes and Cosmetics division.
Above Kendo, LVMH answers to Bernard Arnault’s family through Christian Dior SE, which ties the brand to one of luxury’s largest fortunes.
Fenty Beauty Origin, Founders, and Early Years
Rihanna launched Fenty Beauty on September 8, 2017, during New York Fashion Week, after signing with LVMH in 2016. She worked with Kendo’s labs on formulas built to perform across skin tones and tested products herself.
The debut carried 40 foundation shades through Sephora and fentybeauty.com, far past the 15 to 20 most brands offered. Fenty Beauty reported about $100 million in sales within its first 40 days, driven by a social and digital push that ran ahead of the move toward immersive, avatar-led advertising.
Net sales by year (US$ millions)
Largest Shareholders of Fenty Beauty
Rihanna
- Holds 50% through Roraj Trade LLC.
- Owns direct equity, not a licensing deal.
- Her stake was valued near $1.4 billion at the 2021 peak.
LVMH and Kendo Brands
- Holds the other 50% via Kendo Brands.
- Sits within the Perfumes and Cosmetics division.
- Connects to the Arnault family through Christian Dior SE.
Outside Investors
- No venture capital or private equity backers.
- The two founding partners hold all equity.
- The structure has stayed the same since 2017.
Who Is on the Board of Directors for Fenty Beauty?
Creative Leadership
Rihanna serves as founder and CEO and keeps final approval over products, casting, and campaigns.
LVMH Operations Oversight
Kendo Brands executives run manufacturing, supply chain, and retail distribution, reporting up through Perfumes and Cosmetics.
Group Authority
Bernard Arnault, LVMH chairman and CEO, holds top authority over major decisions affecting the brand.
Advisory Network
Cosmetics and retail veterans advise on category expansion without sitting on a formal board.
Fenty Beauty Products and Services
Makeup
- Pro Filt’r foundation anchors the line.
- Gloss Bomb and Killawatt are repeat sellers.
- Covers complexion, lip, and eye products.
Fenty Skin
- Launched in 2020.
- Includes cleansers, toners, and serums.
- Hydra Vizor pairs SPF with hydration.
Fenty Hair
- Debuted in 2024.
- Shampoo, conditioner, and styling lines.
- Built for textured and curly hair.
Fenty Fragrance
- Signature scents and body care.
- Priced at premium but accessible levels.
- Sold alongside the makeup and skin lines.
How Did Fenty Beauty Get Its Name?
The name comes straight from Rihanna’s surname. Her full name is Robyn Rihanna Fenty, so the brand carries her family identity rather than a coined label.
Rihanna had registered the Fenty trademark years before launch, covering cosmetics and fragrance, which signaled business intent well ahead of the 2017 debut.
The surname traces to her father, Ronald Fenty, and to her Barbadian roots. Using it positions Rihanna as founder, not a hired face.
The same name now spans skincare, hair care, and fragrance, building one brand family across categories.
Fenty Beauty Mission Statement
Fenty Beauty built its mission around inclusion. The stated aim, Beauty for All, targets shoppers the industry had long overlooked.
The idea grew from Rihanna’s own trouble finding shades that matched darker skin. The first foundation range answered with 40 options, later widened past 50, alongside an industry move toward sharper shade matching and digital try-on tools.
The mission shows up in casting too. Campaigns feature models across skin tones, ages, and gender presentations.
Pricing stays premium but below ultra-luxury, keeping the line within reach across consumer groups.
FAQ
Who owns Fenty Beauty?
Rihanna owns 50% through Roraj Trade LLC, and LVMH owns 50% through Kendo Brands. The split has held since 2017, though LVMH said in 2025 it was exploring a sale of its stake.
What is the net worth of Fenty Beauty?
Fenty Beauty is private, so it has no public valuation. Reuters reported in 2025 the company could be worth $1 billion to $2 billion, down from a 2021 peak estimate near $2.8 billion.
When did Fenty Beauty come out?
Fenty Beauty launched on September 8, 2017, during New York Fashion Week. It opened with 40 foundation shades sold through Sephora and the brand’s own website.
Is Fenty Beauty an American company?
Fenty Beauty is based in San Francisco, so its operations are American. Ownership is split between Rihanna and the French group LVMH, which makes it a US-based joint venture.
Is Fenty Beauty still operational?
Yes. Fenty Beauty still sells makeup, skincare, hair care, and fragrance, and it added new ambassador deals in 2025. LVMH’s reported interest in selling its half has not closed any deal.
