International music sensation Rihanna is set to make waves in the Indian beauty market as her renowned Fenty Beauty brand gears up for a grand debut on March 7. Valued at a staggering $3 billion, Fenty Beauty has chosen Nykaa, the popular fashion and beauty retailer, as its gateway to the Indian consumer.
Following in the footsteps of fellow artist Selena Gomez, Rihanna is the latest global celebrity to tap into the emerging Indian beauty landscape.
Nykaa will initially showcase a curated selection of Fenty Beauty’s top-selling products, featuring marquee items such as the Pro Filt’r Soft Matte Longwear Foundation, Killawatt Freestyle Highlighter, and Gloss Bomb Universal Lip Luminizer.
Expressing her excitement about the Indian launch, Rihanna stated in a press release, “Fenty Beauty was created so that people everywhere would be included. Expanding to India is so exciting because the more people that can feel beautiful, recognised and empowered, no matter their ethnicity, culture, skin tone, or style, the better.”
The singer, who recently attended pre-wedding celebrations in Jamnagar, Gujarat, emphasised inclusivity as a core principle when she established the beauty brand in 2017.
Notably, she performed at the celebration, marking the upcoming marriage of Anant Ambani, the youngest son of Mukesh Ambani, to Radhika Merchant, scheduled later this year.
Nykaa Executive Director and Chief Executive Anchit Nayar expressed enthusiasm for the collaboration, stating, “The brand’s ethos of diversity and inclusivity are a perfect fit for Nykaa’s mission of democratising beauty for all Indians.”
This move follows the successful introduction of Selena Gomez’s Rare Beauty line in India, showcasing the increasing interest of Indian beauty enthusiasts.