Over the years, mainstream beauty brands have become more global than ever! The rise in social media trends has obviously played a huge role in brand advertising. Platforms such as Instagram and TikTok, amplify brands and trends to reach every part of the globe. Utilizing Instagram stories and Reels as tools to reach your maximum audience leads to great results for any successful brand. Africa as a third-world continent has had a huge gap in terms of product availability. Fenty Beauty is now setting itself well ahead of the game as it has announced the #FentyAfrica launch!

AFRICA TAKEOVER!

Fenty Beauty & Fenty Skin CEO, Rihanna Robyn Fenty, announced the global takeover on May 10th via her Twitter and Instagram. The Fenty Beauty accounts also posted saying that she’s been waiting for this moment. The launch will be on May 27th across the mentioned African countries. Rihanna’s move is a strategic inclusivity move that will finally give African beauty fanatics access to her products which have been long in demand.

ABOUT FEИTY BEAUTY

The Fenty Beauty line was developed by Rihanna alongside luxury conglomerate LVMH, and It launched in 2017 through LVMH’s Kendo division. The brand is popular for its broad inclusivity across skin tones and gender, especially its Pro Filt’R foundation. The original foundation launch included 40 shades that since expanded to 50.  The intent behind having so many shades to offer is to differentiate from other makeup companies that do not cater to a broad market.

Here’s where you can shop Fenty Beauty around Africa:

• South Africa: Arc Stores and Edgars.
• Kenya: Lintons Beauty
• Zambia: Color Café
• Zimbabwe: Catts Beaute
• Ghana: Essenza
• Nigeria: Essenza Nigeria
• Namibia: Edgars
• Botswana: Edgars

The beauty and personal care market share in Africa is expected to increase by USD 1.26 billion from 2020 to 2025 as reported by TechNavio. Africa is rapidly becoming a big player as the global market grows. Wise brands cannot ignore the buying power coming out of this continent and that is the reason Fenty Beauty landed in as many countries as it did.

The brands’ Africa extension will now allow customers to shop the entire makeup and skincare catalog from the local retailers.

Rihanna made the announcement in a glamourous series of images. In the images, she was wearing South African designer and recipient of the 2019 LVMH Prize for emerging talent, Thebe Magugu’s designs. She donned a white Wool Fringe Hem Knitted Dress with Detachable Bralette from Magugu’s AW21’s Alchemy collection exploring the changing face of African Spirituality. A celebration of African culture and creativity.

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