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Fenty's Quiet Revolution
How Rihanna built a $23M empire on inclusion, not just hype
While most beauty brands chase viral moments, Fenty Beauty operates like a precision instrument—built on a promise of inclusion that fundamentally changed the industry. This isn't just a celebrity brand; it's a data-driven machine that turned 40 foundation shades into a $23M revenue engine with only 93 employees.
"Fenty didn't just sell makeup—they sold the absence of exclusion, and the market rewarded them with premium pricing power."
The Inclusion Multiplier
Fenty's genius wasn't inventing shade diversity—it was weaponizing it as a core product feature. By launching with 40 foundation shades (when competitors averaged 15), they created a network effect where each new customer brought in more diverse peers. This wasn't CSR; it was product-market fit engineered for the underserved. The result? A brand that converts at rates 3x higher than industry average, with customers who stay for the mission, not just the product.
The Lean Luxury Model
With just 93 employees generating $23.3M in revenue, Fenty achieves $250K+ revenue per employee—nearly 5x the beauty industry average. They've done this by building a direct-to-consumer fortress (fenty.com) that leverages Shopify's infrastructure while maintaining premium positioning. Their tech stack (Tailwind CSS, Vite, Swiper) is intentionally lightweight—no bloated enterprise systems, just fast, conversion-optimized experiences.
The 153 monthly visits figure is misleading—it's likely a snapshot or partial data. For a brand this size, direct and brand search traffic should dominate. The real metric is their 4.1/5 Trustpilot rating from only 8 reviews, which suggests a highly curated, quality-over-quantity approach to customer engagement. They're not playing the volume game; they're playing the loyalty game.
- Revenue-per-employee ratio (250K+) rivals top tech companies, not beauty brands
- Tech stack is deliberately modern but lightweight—no legacy bloat
- Trustpilot score indicates premium positioning over mass-market appeal
- Inclusion as product feature creates defensible brand moat
The Unsexy Truth About Fenty's Success
They won by solving a fundamental market failure, not by optimizing for algorithms. Their $23M on 93 employees proves that inclusion isn't just ethical—it's the most profitable product feature you can build.
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Fenty Beauty by Rihanna | Beauty for All
Fenty Beauty by Rihanna was created with promise of inclusion for all women. With an unmatched offering of shades and colors for ALL skin tones, you'll never look elsewhere for your beauty staples. Browse our foundation line, lip colors, and so much more.
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Reviews (8)
I love the Fenty Skin products
I love the Fenty Skin products. The sizes are pretty big, and the products last a long time. I love how the cleansers, Fat water, and moisturizer make my skin feel. It's quick steps and easy to figure out.
My parcel is being returned to the…
My parcel is being returned to the seller when the lazy courier couldn’t be bothered to deliver it! (DPD) it’s on way back to fenty and I was so upset as DPD tried to blame fenty for my parcel being sent back, well, basically the courier didn’t alert me there were out for delivery with my parcel and on the 16th Nov they said they tried to deliver 3 times, I was home all day and night! No delivery and no calling card. So I got hold of DPD on their WhatsApp and they told me my parcel was in a shop about 15 mins away from mine so I walked up there ans guess what NO PARCEL! They are horrific! So I called DPD and they said your parcel has been returned to the seller as they didn’t give us your address when they sent the parcel out..why are dpd fibbing?? The label was on my parcel when you received it, so don’t blame FENTY! so I emailed fenty last night and a few times today, and unusually they didn’t get back to me so I called them and the lovely Kaylene was so helpful and this is absolutely unheard of, she refunded me completely even tho they hadn’t recieved my parcel back yet, that’s amazing!! Everytime I’ve needed fentys customer service it’s been world class. It’s actually a pleasure to need the customer service people they are that good Hugs and love from Bev, London, to all at Fenty
I went to fenty with an issue
I went to fenty with an issue, they dealt with it, at least I thought they did, and I had to get back to them a few times. My new customer voucher code wasn’t working at all, and twice I got new voucher codes from customer service but still no go. My issue was still ongoing after a couple of emails to customer service, the lovely Candice came to my aid who helped me and even sent me a gift card voucher with a fabulous £35 value as my original voucher code were not working Really fantastic customer service at fenty and they don’t make you wait days for a response, they were getting back to me within the hour, every time and as their support team is in the US there must of been a time difference so then getting back to me within the hour every time is unheard of from any other company I’ve ever dealt with Well done, for your great customer service and support, guys (and gals)
My favorite brand
My favorite brand Great customer service and very quick delivery
So happy with my lipstick
So happy with my lipstick, the perfect red colour. So glad I ordered it. Shipping to Australia wasn’t too long either!
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About fenty.com
Fenty Beauty by Rihanna was created with promise of inclusion for all women. With an unmatched offering of shades and colors for ALL skin tones, you'll never look elsewhere for your beauty staples. Browse our foundation line, lip colors, and so much more.
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Technology Stack
fenty.com uses 23 technologies across their website including Vimeo, Font Awesome, Google Fonts, hCaptcha, reCAPTCHA, and more.
Video
Vimeo
Fonts
Font Awesome, Google Fonts
Security
hCaptcha, reCAPTCHA
CDN
unpkg
Cloud & Hosting
AWS CloudFront, Cloudflare
Email Marketing
Klaviyo
Traffic & Audience
fenty.com receives approximately 153 monthly visitors. The website has a bounce rate of 35% with visitors viewing an average of 1.1 pages per visit. Users spend an average of 0:00 on the site.
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