Robyn Rihanna Fenty created her beauty brand based on personally frustrating cosmetic experiences. From the 50 shades of foundation to the out-of-the-norm, soft-hued, angular packaging, the ‘accessible prestige’ billion-dollar brand breaks all kinds of stereotypes and, in doing so, projects a heartfelt message of inclusivity for all.

Here, we look at some of Fenty’s packaging highlights of 2021, and share perspectives from global brand design leaders in the cosmetics industry.

Fenty Beauty Began with a Mission To Make Everyone Feel Beautiful

It seems wherever you look, Rihanna takes center stage—from photos of the music, cosmetic and fashion icon on the walls of the fabulous Dior exhibit at the Brooklyn Museum, to Paris runway shows and, in November 2021, to Barbados, when Prime Minister Mia Mottley proclaimed Rihanna a National Hero.

It’s a fitting title as Rihanna has contributed so much to her beloved island, as well as to her many fans around the world, to whom she has strived to give a voice.

Based on her own personal frustrating experiences with makeup, it was her heartfelt effort to make all people feel and look beautiful that led her to launch Fenty Beauty in 2017, with a startling array of 50 foundation shades.

Makeup for Every Skin Tone

Gina Rokose, an award-winning package designer, creative manager and adjunct professor in the beauty and consumer product goods industries, says Rihanna’s unmistakable message is inclusivity for all—visible in the makeup for every skin tone. “Rihanna really spent a lot of time and effort to create high-quality products—and to provide a shade range that matches global customers’ diverse skin tones in well-designed packaging.” She adds: “It’s not just another celeb cosmetics brand.”

The brand’s packaging has largely contributed to its standout success—which appears evident as Beauty Packaging’s readers selected Fenty as 2021’s Beauty Company of the Year: Excellence in Packaging.

Nick Vaus, partner and creative director at design agency Free the Birds, says, “The Fenty Beauty brand is celebrated because of its inclusivity, which is cleverly echoed through the sheer simplicity of its welcoming and accessible packaging. Combining minimal, contemporary, geometric aesthetics with dusty pastels to matted creams, makes the range feel serene, inviting, yet edgy and intriguing.

The recognizable Fenty hexagon and geometric forms from the packaging to the visual merchandising units and displays, is one of the most successful areas around the Fenty brand, says Vaus. “By creating the brand’s shape language at the start of the brand creation journey, which is often the packaging design, it allows your brand assets to grow in strength, as Fenty Beauty has absolutely proven.”

A Massive Social Media Following

Impressive social media stats show that Rihanna’s instincts for out-of-the-norm packaging and “foundation for all” quickly fused a connection with beauty consumers.

According to market intelligence firm Trendalytics, during 2021, Fenty Beauty had the second highest post engagement of the color prestige brands the researcher tracks, generating over 58M social actions.

At press time, Trendalytics data showed search volume for Fenty was among the highest of the color prestige brands they track. Additional findings: There were 129K average weekly searches for Fenty Beauty over the past 3 months, with searches for the brand increasing +23% over the period, meaning searches for the brand are accelerating. In the week leading up to Thanksgiving and Black Friday, searches for Fenty Beauty were up +31% over the previous year.

None of this is especially surprising considering that Rihanna, herself, has more than 100 million followers on Twitter and 113 million on Instagram. (According to Wikipedia, she is the 4th most followed person on Twitter—behind Barack Obama, Justin Bieber and Katy Perry.)

Fenty Beauty has upwards of 700,000 followers on Twitter, 10.9 million on Instagram, and 1 million on TikTok. Sister brand Fenty Skin attracts its own set of fans, with more than 78,000 followers on Twitter, 990,000 on Instagram and 114,000 on TikTok.

In August 2021, Forbes’ America’s Richest Self-Made Women list ranked Rihanna No.16 with $1.7 billion, with the majority of her fortune due not to entertainment, but to her wildly successful cosmetics brand.

Fenty Beauty also achieved status in the Cosmetify 2021 Index, where it ranked as the sixth favorite beauty brand around the world.

A Foundation, Face Primer & Gloss Bomb

Founded in 2017, and led by CEO Robyn Rihanna Fenty, Fenty Beauty, is a 50-50 joint venture with French luxury goods firm LVMH. Rihanna says she was inspired to create the brand after years of experimenting “with the best-of-the-best in beauty”—and still seeing a void in the industry for products that performed across all skin types and tones.

“Fenty Beauty was created for everyone: For people of all shades, personalities, attitudes, cultures, and races. I wanted everyone to feel included. That’s the real reason I made this line,” says Rihanna.

The message is carried through via the brand’s social media, where a wide range of seemingly real-world consumers demonstrate their experimentation, fun and successes with Fenty makeup applications. Adding to the brand’s authenticity are personal quotes from Rihanna that appear across packaging, PR and social media.

The multi-talented music, fashion and beauty mogul says she decided to call the brand Fenty Beauty “because I felt like beauty is a very personal thing. This is my perspective on beauty. And it was only right that I called it something personal and something from my perspective, which is my name.”

When it came to the initial breakthrough product, Rihanna felt most strongly about foundation. She says,

“One of the things that I felt was really important to start with was foundation. Foundation is one of those areas in the beauty industry that has a big void for people at extreme ends of the shade spectrum."

"There’s this middle ground that’s covered really, really well. But then if you’re very pale or if you’re very dark, there aren’t a lot of options. And so, I wanted to make sure that people of all skin tones were covered so they could be included in what I created.”

Starting with Fenty Beauty foundation, face primer and Gloss Bomb, the makeup line focuses on a wide range of traditionally hard-to-match skin tones, creating formulas that work for all skin types, and pinpointing universal shades.

From Pro Filt’r Soft Matte Foundation, Hydrating Foundation & Powder Foundation that changed the game with 50 inclusive shades, to the fan-fave concealer and setting powder, to the wide shade range of cream blush, Fenty Beauty products are designed to feel lightweight, and “love to be layered.”

Rihanna’s vision, above all, she says, is to inspire: “Makeup is there for you to have fun with. It should never feel like pressure. It should never feel like a uniform. Feel free to take chances, and take risks, and dare to do something new or different.”

Fenty Represents 'Authentic Urban-Ease'

Elenita (Elle) Morris, senior vice president of global strategy at Marks, part of SGS & Co., describes the general message that the brand relays as “authentic urban-ease.”

Morris tells Beauty Packaging, “The combination of the prismatic package design (that reinforces the many facets of people/our world) with the hip/relevant nomenclature (using descriptors like ‘Glossy Posse,’ ‘Fatwater’ and ‘Resting Peach Face’) says that Fenty Beauty is accepting and inclusive—no matter ethnicity, gender or age.”

Morris admires that “Rihanna was very transparent about why she started the brand, sharing her struggles as a Black woman who was unapologetic about the way she looks. To that end, the brand created 50 foundation shades that really do address every skin tone.”

The brand resonated strongly with Morris, who says, “My biracial daughter buys Fenty and so do I (I’m very fair-skinned and Mia is a delightful shade of cocoa)—and that says a lot; most beauty brands can’t bridge such a wide age/generation gap with such relevance and affordability. Fenty is for who people are today, and deeply understands that tomorrow is another day for experimentation.”

Striking Packaging that Connects with Consumers

How has Rihanna connected with consumers through the packaging, itself?

Morris says, “Fenty Beauty is an authentic extension of who Rihanna is. She started Fenty to truly address unmet needs for people of all skin types and skin tones and she is one of the few celebrities who has successfully created a brand that is true to who she is. The unexpected design conveys that it’s okay to experiment and take risks.”

Morris adds, “Fenty Beauty’s primary packaging is striking with its facets and angular presentation; and use of graffiti letterforms. Overall, it has a youthful-edginess and artistic impression which speaks to Rihanna’s persona as an artist and fashionista. The packaging successfully combines softness and sophistication with a bold minimalism that encourages consumers to create their own interpretation of who they can be with Fenty.”

Rokose agrees, telling Beauty Packaging, Rihanna’s authenticity shines through. “I really think that Fenty produced very high-quality products and packaging. This means that there will be loyal customers for a long time because they feel like Rihanna cares. She could have capitalized on her name and celebrity—made some easy money by launching products that were off the shelf—I think she put the work into giving her customers great products—she went above and beyond.” 

Overall, says Rokose,“Fenty Beauty is the ultimate all-inclusive beauty line. The color and skin care line are exceptionally appealing as well as pleasant to use.”

Elements of Glamour—Iridescents, Metallics, & Geometric Shapes

In addition, Rokose observes, “The packaging complements the product and the product complements the packaging—an exciting synergy! Although most of the containers are neutral in color, there are so many elements of glamour—from iridescent and metallic finishes, to soft touches and many different geometric shapes. Clean and sleek. The skin care line is so calming in soft purple hues, creating a soothing hydrating look. No doubt these are quality products.” 

 It’s the brand’s differences that make it stand out, says Rokose. “This line is not boringly consistent. The combination of simple but interesting shapes creates excitement,” she says.

“There are lots of surprises—square-shaped compacts versus octagonal-shaped compacts; cylinder makeup pumps and a unique angular soft-touch squeeze bottle for the skin tint. I also love the Pro Filt’r Matte Longer Foundation shape from the top down—a circle to a square and it’s pleasing to hold. The cartons are modern artistic canvasses with unique swipes and brush strokes. The highlighters have an impactful embossed foil carton that pops out from the line to grab your attention. As appealing as this line is—Fenty has managed not to overpackage the products. There is a sophistication to this packaging without being cold and boring.”

Nick Dormon, founder and managing director of UK-based Echo Brand Design, says the Fenty brand is not only striking in appearance, but “with a whopping 50 foundation shades, Fenty is for all ethnicities—and challenges the stereotypical westernized standard of beauty.”

He describes the packaging as “angular and minimalist, encouraging the consumer to focus on the product itself before the model that wears it.” The opaque packaging, notes Dormon, “is true to the product shade, communicates its authenticity with little fuss, allowing people to feel welcomed by the brand and confident in their own skin, regardless of their background.”

Vaus, of design agency Free the Birds, ties Fenty Beauty’s untraditional packaging to its success, saying, “Breaking the brand norm is often a key and simple way to disrupt in today’s beauty arena.

“With the rise of beauty brands merging into the sea of sameness, brands are constantly seeking ways to stand out, on shelf and on digital. Whilst we often adhere to semiotic-color palettes, shape and silhouettes can disrupt our eyes much more successfully. We’ve all noticed a modern house standing out in a suburban row of houses. Breaking the brand norm is often a key and simple way to disrupt in today’s beauty arena,” explains Vaus.”

A Look at Fenty's Logo Design

Similar to the ‘non-conformist” packaging, the brand’s logo also departs from the traditional and expected.

There are two versions of the Fenty Beauty logo—one more a symbol, the other the full name, which uses simple capitalized letters with a graffiti flare. The middle letter, N, is reversed, for an extra-eye-catching feature that also emphasizes the cool, rule-breaking nature of the brand.

Fenty Skin Debuts

Based on Rihanna’s personal skin care journey, her associated brand, Fenty Skin, launched in July 2020—not with 50 products, but with just 3, all in refillable packaging, with shapes that are smooth and rounded rather than angular.

At the time of launch, Rihanna said: “Fenty Skin is my vision of the new culture of skin care—I wanted to create amazing products that really work, that are easy to use, and everyone can apply it.”

Rihanna said that the skin care brand is “the culmination of her global experiences, personal skin care journey, and unwavering mission to provide simple solutions for all skin tones and types.” Fenty Skin products are touted as delivering “clean, value-packed, multitasking products that work seamlessly with makeup and respect the planet with earth-conscious packaging and formulas.”

Known together as the Fenty Skin Start’rs, her regimen includes the three 2-in-1 products—

• Total Cleans’r Remove-It-All Cleanser: A makeup remover-cleanser with a creamy lather to remove dirt, oil, and long-wear makeup without drying out the skin.


• Fat Water Pore-Refining Toner Serum: Targets pores, improves the look of dark spots, brightens, smooths, and fights shine—all without stripping skin.


• Hydra Vizor Invisible Moisturizer Broad Spectrum SPF 30 Sunscreen: A moisturizer-sunscreen that’s lightweight, oil-free, and invisible on all skin tones with its subtle pink hue. It fights back at dehydration, discoloration, and dark spots, and is makeup-friendly, according to the brand, no pilling or flashback. Plus, it’s refillable.

Fenty Skin, also a partnership with LVMH, touts clean, vegan, gluten-free and oil-free formulas, and combines globally sourced ingredients, with “gold standard” skin care ingredients, like hyaluronic acid and niacinamide.

Rihanna wanted Fenty Skin to be a complete sensorial experience, so the products feature warm, tropical scents inspired by their ingredients like Barbados cherry, coconut and fresh desert melon.

Fenty Skin’s packaging is described by the brand as “sleek, modern and earth-conscious.” The brand says it “has eliminated boxes where possible, incorporated post-consumer recycled materials, and created refill systems where feasible.” The formulas are touted as 100% clean, vegan and cruelty-free.

Moving Toward More Sustainable Packaging

Dormon praises Fenty’s opaque packaging, but also mentions that the brand “acknowledges that there is still work to be done regarding their sustainability credentials.

Yet, a brand that is transparent with its initiatives and assures the consumer of the exact steps they are taking to reduce waste, increases overall authenticity. They are not greenwashing and fully embrace their imperfection—they are willing to grow and learn. Therefore, as a brand, Fenty will surely move from strength to strength.”

In 2021, Fenty Skin made great strides in sustainability—and recently received a Gold award in the Pentawards Body, Health & Beauty—Skincare category, for the range of products “developed with an emphasis on sustainability and ease of use, where the packaging features refillable components and minimal secondary packaging.” The range was submitted by Established USA.

Now, Fenty Beauty is launching its first-ever refillable lipstick on February 4th—Fenty Icon Refillable Lipstick. It comes in a sleek metal refillable case, shown above.

Rihanna's Personal Connection to Fragrance

In July 2021, Rihanna expanded her mission to fragrance, launching Fenty Eau de Parfum, again with deeply personal messaging and packaging to match.

According to the brand, Rihanna based the scent on distinct memories and places throughout her life—Bridgetown, Barbados; Grasse, France; New York, New York; Paris, France; Los Angeles, California—and created the fragrance “as a scent personal both to herself and to others.”

She says it evokes the memories, connections, and experiences unique to each person through the power of scent. Rihanna first learned about fragrance from her mother, who worked in the beauty industry in Barbados.

She says she “ultimately grew to value the deeply personal ritual of applying perfume daily and developed her signature approach of layering different scents together to create something unique.”

The “one-of-a-kind scent,” which the brand says cannot be categorized into a traditional olfactive family,” was developed by Jacques Cavallier Belletrud, the master perfumer for Louis Vuitton, and Rihanna is reported to have been involved “in every aspect of its creation,” including visiting LVMH’s Les Fontaines Parfumées in Grasse while developing the scent.

The star reportedly “selected each ingredient in its purest form as a thoughtful representation of her essence, memories and experiences.” It combines magnolia and musk with tangerine, blueberry and hints of Bulgarian rose absolute, geranium and patchouli, for “a unique blend that comprises a one-of-a-kind scent that is all heart and pure soul.”

Hailed as “a true embodiment of Rihanna,” the bottle was designed to fit perfectly in her hand and “represents a harmonious balance of femininity and masculinity, vintage and modern, with its curved body and amber-brown shade.”

Commenting on the bottle, Rihanna said: “I wanted a rich color that really represented all genders from across all walks of life. Brown is my favorite color. Brown is who I am. Brown is what I come from. If I’m going to make a fragrance that represents me, even the body language of the bottle needs to marry that. So, I wanted something brown, but also transparent—so you could see the liquid and the fragrance you’re about to experience,” Rihanna explained at launch time.

Fenty Skin's Latest Launch—Pre-Show Glow

Newly launched from Fenty Skin in December 2021 is the Pre-Show Glow Instant Retexturizing 10% AHA Treatment ($40), complete with a reusable applicator.

Rihanna says she was inspired to create this 1-minute facial as the ultimate makeup prep step that quickly delivers smooth, glowing skin.

“I wanted to create a quick treatment for smooth, bright, glowing skin that you can do at-home, with no downtime. It’s my secret weapon to use before any special event, or whenever I need a fast glow-up!” said Rihanna.

Keeping an eye on the packaging, the protective outer box is recyclable, as are the bottle and cap. When the product is finished, rinse the bottle, separate the bottle and cap, and recycle both. The reusable applicator is made of 80% plant fibers and is machine-washable.

Super-Achiever Goals Ahead?

Further expansion seems likely for the brand that has accomplished many of its goals.

Elle Morris says, “Fenty Beauty has managed to create a sub-category of ‘accessible prestige’ that has broad appeal—and delivers on style, efficacy and dependability—affordably.

People want to feel beautiful, and everyone’s definition of beauty is different; there aren’t many brands that genuinely understand consumers in that way, and who are embracing that view/blurring the lines of what beauty is.”

What else may be on the horizon? Many fans seem to think it will be Fenty Hair. 

An Instagram post showed that ‘RiRi’ filed a trademark for the name, Fenty Hair. It was actually her company, Roraj Trade LLC, that reportedly filed the application with the USPTO. It covers products from shampoo to hair styling, hair straightening to hair glitter. If accurate, we look forward to seeing how they’re packaged.