Fenty Skin

Fenty Skin is a skincare line founded by the singer and entrepreneur Rihanna (Robyn Fenty). It launched in July 2020 [7] as a sibling to her makeup brand Fenty Beauty, built around the idea that good skin is the starting point for good makeup. The brand carries the tagline "Skincare For All" and positions itself as gender-neutral skincare formulated to work across all skin tones and types.

Fenty Skin is operated through Kendo Brands, the beauty incubator owned by the luxury group LVMH, and is structured as a roughly 50/50 joint venture between Rihanna and LVMH [7]. It remains an active, global brand, distributed directly through fentybeauty.com and through Sephora, with continued product releases and new-market launches into 2025.

The Fenty brands grew out of Rihanna's frustration with the beauty industry. After years of working with established companies, she said she still saw a void for products that performed across all skin tones, types and hair textures. Fenty Beauty, the makeup line, launched first, on September 8, 2017 [7]. Fenty Skin followed in July 2020, extending the same inclusivity mission into skincare.

The two launch dates are sometimes conflated: 2017 belongs to the makeup brand Fenty Beauty, while Fenty Skin as a distinct line debuted in July 2020 [7][8]. Both sit within the wider Fenty portfolio, which later added Fenty Hair in June 2024 [7].

In a launch interview, Rihanna framed the project as personal. "Whether it's clothing, lingerie, or skincare, my goal is always to include all women," she told Marie Claire, adding that the formulas had to address her own concerns — hyperpigmentation, blotchiness, acne, and both dry and oily areas — "in a simple and nourishing way." She also used the launch to push sunscreen use among people of colour, calling the idea that Black people do not need SPF "a lie."

Fenty Skin sits under Kendo Brands, the San Francisco-based incubator within LVMH that develops and operates beauty labels. Ownership of the Fenty venture is split roughly evenly between Rihanna, who serves as chief executive and holds a 50% stake, and LVMH [7]. The arrangement traces back to a deal Rihanna signed with LVMH in 2016 to produce the line through its Kendo division [7].

Within LVMH's broader beauty and fragrance portfolio, Fenty Skin sits alongside houses such as Guerlain, Acqua di Parma, Givenchy and Benefit Cosmetics. Corporate headquarters are listed in San Francisco [7]; the brand itself carries a strong Barbadian and Caribbean identity through its founder.

The brand's stated philosophy is summed up in its messaging that "good skin is the way to good makeup." Fenty Skin describes its approach as effective, simple skincare meant to suit all skin tones, types and concerns, and designed to be gender-neutral. Rihanna has said the priority was efficacy kept simple: "My goal is to keep this really effective." She has also criticised confusing product naming, recalling her own dislike of arriving "at the counter" unsure what a product label means.

Inclusivity and accessibility run through the positioning, echoing the approach that defined Fenty Beauty's wide foundation shade range. The line is sold at a prestige price point rather than as a drugstore brand.

Fenty Skin launched with three products: the Total Cleans'r Remove-It-All Cleanser, the Fat Water Pore-Refining Toner Serum, and the Hydra Vizor Invisible Moisturizer with Broad Spectrum SPF 30 [8]. The Hydra Vizor moisturizer-sunscreen has since become a bestseller and a signature product, formulated with niacinamide and Kalahari melon and sold in refillable packaging. The range has expanded to include the Cherry Dub BHA toner, the Butta Drop body cream line, and the Dew N Plump hydrating mask and mist products.

Recurring hero ingredients include Barbados Cherry, niacinamide, hyaluronic acid, salicylic acid and Kalahari melon oil. The Hydra Vizor moisturizer is listed by the company as vegan, cruelty-free, gluten-free and non-comedogenic, with a fragrance-free version also offered. For that product, Fenty Skin reports clinical-test results from a study on 52 people, stating that after one week all participants agreed it softened skin and that it did not pill under makeup; the company presents these as user-agreement figures from its own testing.

A later hydration mask, part of the Dew N Plump line, is built around what the brand calls a SuperQuench Juice Complex combined with hyaluronic and polyglutamic acids, which it says helps lock in moisture for up to 72 hours.

Sustainability features have been part of the line from launch. Reviewers singled out the post-consumer recycled (PCR) bottles, refillable moisturizer and the absence of shrink wrap as a point of praise [8].

Fenty Skin's July 2020 debut drew intense attention. According to Refinery29, the launch set off a "frenzied maelstrom" in which the website crashed and the starter set sold out almost immediately [8]. Reviews were mixed on the formulas themselves: some testers reported their complexions evened out over a couple of weeks, while others found the products too drying.

A notable point of debate at launch was fragrance. Several reviewers, including the licensed esthetician Tiara Willis, reported irritation, and there was concern about witch hazel as a high-listed ingredient in the Fat Water toner [8]. Rihanna defended the choice publicly, saying the brand never uses more than one percent synthetic fragrance and does not hide it when it does, noting that she herself has very sensitive skin [8].

Fenty Skin is an active global brand. Its most recent visible milestones include continued 2025 product releases and a formal launch in India in August 2025, where Fenty Beauty and Fenty Skin became available through Sephora India and Tira Beauty [10]. The brand continues to operate under Kendo and LVMH and to sell through fentybeauty.com and Sephora internationally.