Fenty Hair

Fenty Hair is an American haircare brand founded by the musician and entrepreneur Rihanna, launched in June 2024 [5]. It is produced by Kendo Brands, the brand-development arm of the luxury group LVMH, and operates under Rihanna's creative direction. The line extends the Fenty beauty portfolio — which already included the makeup brand Fenty Beauty and the skincare line Fenty Skin — into a third category, with its operations based in San Francisco [4].

The brand positions itself as repair-focused haircare designed to work across every hair type and texture, from curly and protective styles to straight and wavy. Its products are built around a proprietary ingredient complex called Replenicore-5, which the company presents as the common thread running through the entire range.

Rihanna has described hair as a personal throughline in her life, framing her changing hairstyles as markers of her own evolution. According to the brand, that lifelong experimentation — moving between weaves, braids, color and natural textures — shaped the decision to build a haircare line aimed at repair and at performance across textures rather than a single hair type. Rihanna announced the brand on Instagram on June 4, 2024, before its public release [7].

Fenty Hair sits within Rihanna's broader Fenty venture and is produced by Kendo Brands, a subsidiary of LVMH Moët Hennessy Louis Vuitton [5]. The same Kendo and LVMH structure underpins its sister brands Fenty Beauty and Fenty Skin. Within the wider LVMH group it shares ownership with houses including Guerlain, Acqua di Parma, Dior beauty and Benefit Cosmetics.

Rihanna teased the brand on social media in early June 2024 and opened pre-launch sign-ups on the Fenty Hair website ahead of release. Sources differ slightly on the launch date: a Los Angeles launch event and early access were tied to June 12, 2024, as reported by The Hollywood Reporter [6], while the official press release and wider coverage give June 13, 2024 as the date the products became available on the brand's site [5]. The accounts describe the same launch week.

The debut catalog comprised nine products — one shampoo, two conditioners, one treatment, four styling products and one styling tool — spanning items such as The Rich One Moisture Repair Shampoo, The Comeback Kid Instant Damage Repair Treatment and The Sidestick edge styling tool [5]. The range has since grown beyond that initial lineup; the brand's site has added newer products, among them The Flashy One 9-In-1 Treatment Oil and a dry shampoo, that were not part of the original nine.

The brand frames its mission around the phrase "Beauty For All," extending that idea from cosmetics into haircare. Its stated aim is reparative haircare suitable for all hair types and textures, which the company says is "backed by science + stylists." Fenty Hair describes its products as tested across hair types, and its marketing emphasizes self-expression and the idea of letting people "wear your hair your way." Press coverage has placed the brand within a wider movement of inclusive, celebrity-founded beauty, and framed it as part of Rihanna's vertically integrated Fenty ecosystem [7].

Every Fenty Hair product is built around Replenicore-5, a proprietary complex the brand says is clinically developed from five key ingredients: amino acids, hydrolyzed vegetable protein, Barbados gooseberry, upcycled jackfruit extract and green tea extract [3]. The company describes the complex as designed to repair, strengthen, hydrate, smooth and protect hair, and says its technology penetrates the hair's outer layer, helps mend split ends and reduces future breakage.

Among the brand's most-cited products are The Comeback Kid Instant Damage Repair Treatment and The Rich One moisture-repair shampoo and conditioner, all named as early best-sellers at launch [6]. The line also includes styling products such as The Homecurl Curl-Defining Cream and a small range of hair-and-body fragrance mists. According to the launch materials, the products are clinically tested, vegan, sulfate-free, silicone-free, DEA-free, gluten-free and cruelty-free [5]. The brand notes that its Replenicore-5 complex uses an upcycled jackfruit extract, though no broader formal sustainability program is documented.

Fenty Hair received the Allure Readers' Choice award for Best New Brand in 2025 [2]. At launch, The Hollywood Reporter reported strong early demand, describing the products as "selling like wildfire" and listing The Rich One shampoo and conditioner and The Comeback Kid treatment among the early best-sellers [6].

Fenty Hair is active. Launched in 2024 under Kendo and LVMH and backed by Rihanna's wider Fenty business, it has continued to release new products and was recognized with an Allure Best New Brand award in 2025.