Rihanna’s beauty brand is expanding in Africa

Starting May 27, the two Fenty beauty brands will be available for sale in several African countries. Fenty Beauty and Fenty Skin, the two brands of singer Rihanna, were among the first luxury beauty brands to be deployed in Africa in this way. But they should not be the last. Because the continent is now counted as one of the most promising markets for the future of beauty.

Fenty will be released in 8 countries in Africa

“Expanding to eight countries in Africa is both very important to me, from a personal perspective, but it’s a big step forward in our mission to make Fenty Beauty and Fenty Skin available around the world…” Since launching. her first brand Fenty Beauty in 2017, Rihanna never hid her ambition to one day deploy her activity on the continent of Africa. For the singer from Barbados, this is a business opportunity as a question of cultural heritage. And for a brand that promotes inclusiveness, Africa is really a logical step forward.

From May 27, Fenty Beauty and Fenty Skin products will be available in select African stores. Eight countries are concerned: Botswana, Ghana, Kenya, Namibia, Nigeria, Zambia, Zimbabwe and finally South Africa. Customers can purchase the full collection of cosmetics and skin care products. And Rihanna has already announced that exclusives will also be offered for sale in the corners of Africa.

Continued growth of the luxury beauty market in Africa

Fenty’s deployment to Africa was no accident. Because the continent sees its growth in the global cosmetics market. In 2021, the beauty market represents a total turnover of 12 billion dollars. And according to the latest Brookings Institute study, it could cross the 14 billion mark by the end of 2022.

The report states that this development should attract the interest of international beauty brands. “Emerging markets in Africa represent exciting business opportunities for retail and distribution expansion. And the Brookings Institute report points out that this expansion should particularly benefit the luxury segment. years to come, consumers in Africa should direct their demand towards more luxury brands and more foreign brands.

There is competition for luxury beauty brands in Africa

The luxury beauty market is growing in Africa, and this indicates that competition between brands is becoming more important. Right now, the market is mainly structured around African players. Some brands of African beauty products have become important, such as Africology or Malée.

For international luxury brands, setting up on the African continent will be complicated. First, because few of them boast a catalog of inclusive products. Then because they need to find the right retail partners to reach consumers. In 2021, the African luxury e-commerce platform Jedaya was born. The bulk of its offering was in expensive clothing, but it immediately gained the interest of beauty brands. Today, Jedaya offers cosmetics and perfume products from Prada as well as Givenchy, the platform’s two leading European brands.

Why does Fenty have all the cards in his hand to succeed in Africa?

From the beginning of its activity, Fenty has been committed to being an inclusive cosmetics brand. Rihanna wants to offer makeup products suitable for all skin tones. And Fenty really identified herself through a determined communication centered on this inclusive dimension. The brand used muses of all sizes and all skin colors. Initially, he broke the codes of luxury by promoting a perspective that respects diversity.

With the launch of Fenty Skin, Rihanna continued with the same logic, this time incorporating respect for the environment into her approach. Fenty Skin care products feature vegan formulas. And some items are presented in refillable packaging to limit their impact on the environment.

This dual positioning should appeal to consumers on the African continent. And the brand’s preference is further accentuated by the aura of its founder. Rihanna has really become a muse in the world in terms of fashion and beauty. And its discourse in favor of polite beauty has hit the mark of the younger generation of consumers, who are less sensitive to luxury codes than an approach that reflects their own consumption patterns.

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