Fenty to expand into fragrance

Rihanna’s Fenty brand is diving into a new category with the launch of its first fragrance, set to drop on August 10 at Fentybeauty.com.

Following the launch of cosmetics brand Fenty Beauty, in 2016, and that of skincare label Fenty Skin in 2020, the time has come for Fenty Perfume to hit the market.

The announcement was made on Instagram on the Fenty Beauty account with a teaser video, followed by an official announcement that included imagery of a smoke filled blue perfume box described as “an intimate unisex fragrance that is everything you feel, everything you are, and everything you want to be.”

Next, Rihanna also took to the Fenty Skin account to share more about her passion for perfume. “That’s the thing I love the most: it’s an experience, it’s a memory, encapsulated into a fragrance. One smell, you’ll never forget it,” the entertainer and businesswoman shared.

In February, LVMH, the world’s largest luxury conglomerate, hit pause on its support for Fenty, the fashion label, barely two years after its launch. Instead deciding to put the focus on Fenty Beauty, Fenty Skin, and Savage x Fenty's lingerie.

In March, there were also rumours of Fenty Hair launching next when a trademark application for the brand was revealed.

Fenty to expand into fragrance

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