What is Going On with Rihanna’s Long-Awaited Fenty Beauty

Rihanna Fenty

Rihanna’s beauty brand Fenty Beauty has taken years to drop, triggering teasers and hoaxes. The label is finally happening, though, and the spring marked some busy time. We take a look at the most recent developments that got us waiting for more.

After the take down of a fake Fenty Beauty account on Instagram, February was particularly eventful.

A throng of professional make-up artists, including James Vincent, trekked around the US, from New York to Dallas to Los Angeles, hosting open-call castings in search of beauty gurus to represent the brand globally – mostly on social media. The positions for grabs – Fenty Beauty Global Makeup Artist and the International Fenty Beauty Artistry Team.

“Those applicants who make it through the first interview phase will be invited to a second interview at a later date and our finalists will have a chance to interview and apply makeup on Rihanna herself,” said Eric Soto, global artistry and education senior manager for Kendo Brands, Fenty Beauty’s parent company.

No update on the second round of interviews has been issued yet.

Meanwhile, Rihanna announced the inaugural product of her yet to blossom label – a holographic lipstick that was earlier reported as being used behind the stage at FentyxPuma spring 2017 runway show. The product is to debut at Sephora this fall. An exact release date is still to be announced.

Earlier this month, Cosmopolitan Australia reported that Fenty is coming to the country this fall and “this time, it is not a drill.” So we hope.

Fenty Beauty by Rihanna was first teased in 2016, when the superstar inked a $10 million licensing deal with Kendo Brands, a division of LVHM that is responsible for relatively new labels Kat Von D and Marc Jacobs Beauty.