What Rihanna’s Caribbean Launch of Fenty Beauty Can Teach Small Beauty Brands
I’ve been a huge fan of Rihanna since she first graced our screens and airwaves with “Pon de Replay” when I was just 16 years old. She was about the same age then, and as a Caribbean native myself, watching her journey has been nothing short of inspiring. Seeing her rise from a young talent out of Barbados to a global superstar and now a powerhouse businesswoman has resonated deeply with me.
When Rihanna launched Fenty Beauty in 2017, her commitment to inclusivity was evident in the way she prioritized offering a wider range of skin tones in makeup—something the beauty industry had overlooked for far too long. Recently, she brought that same energy back to the Caribbean with Fenty’s official launch in the region, marking a full-circle moment for her and her roots. It’s another reminder of how she continues to inspire Black women, not just in the United States but globally, to dream bigger and push boundaries.
Here are three lessons beauty entrepreneurs can learn from Rihanna’s groundbreaking work with Fenty Beauty.
Lesson 1: Build Inclusivity into Your Brand DNA
What Fenty Did:
When Fenty introduced its now-iconic 40-shade foundation range, it wasn’t just revolutionary—it was personal. For years, women with deeper skin tones had been overlooked by major beauty brands. Fenty didn’t just fill that gap; it set a new standard. Recently, its Caribbean launch reinforced the importance of making products accessible to underserved markets.
How She Inspires Us:
As a Caribbean woman, I know what it feels like to exist in spaces that aren’t built with people like me in mind. Rihanna’s approach to inclusivity is a reminder to all of us: don’t wait for permission to create what you know the world needs. Whether you’re a beauty entrepreneur or building something else entirely, start by asking, Who am I serving? and How can I make them feel seen?
What You Can Do:
Know Your Audience: Take the time to understand the unique needs of your target market, whether that’s underserved skin tones, hair textures, or wellness needs.
Reflect Diversity in Everything: From product development to your marketing campaigns, ensure you’re celebrating diversity authentically.
Start Small, Dream Big: Inclusivity doesn’t mean launching with 40 products—it means starting with intention and letting it grow from there.
Pro Tip: Share stories of how your brand is making an impact. Highlight real customers who embody your mission and values.
Lesson 2: Leverage Storytelling and Celebrity Influence
What Fenty Did:
From the beginning, Rihanna infused Fenty Beauty with her own story. She didn’t just create products; she brought them to life through her personal style and authenticity. Fans didn’t just buy the makeup—they bought into the world of Fenty. Her recent Caribbean launch further solidified her connection with the region, giving her story even more depth and relatability.
How She Inspires Us:
I’ve always admired Rihanna’s ability to tell her story so unapologetically. She’s proud of where she’s from and what she stands for, and she’s taught me that being true to yourself is one of the most powerful tools in business. When I started my business, I realized that people connect with the person behind the brand just as much as they do with the products.
What You Can Do:
Be Authentic: Share your why—why you started, who you’re creating for, and what drives you.
Collaborate Strategically: While most of us can’t have Rihanna as our spokesperson, micro- and nano-influencers are powerful allies in reaching your niche audience.
Bring Customers Behind the Scenes: Use Instagram Stories or TikTok to show the real-life process of running your business. Let your personality shine.
Pro Tip: Customers want to root for people they feel connected to. The more you let them into your story, the stronger that connection becomes.
Lesson 3: Prioritize a Digital-First Strategy
What Fenty Did:
Rihanna knew her audience was online, and she met them there. From day one, Fenty Beauty leaned into e-commerce and social media, creating a brand that felt accessible globally. The recent Caribbean launch was accompanied by digital campaigns, ensuring that regional fans were engaged even before products hit the shelves.
How She Inspires Us:
Her success reminds me that the digital space is where dreams can scale. As a Caribbean entrepreneur, I’ve learned that online platforms can remove barriers of geography and give us access to global markets. Rihanna’s digital-first approach proves that even small brands can have a big impact when they embrace the power of technology.
What You Can Do:
Invest in Your Website: Ensure it’s mobile-friendly, visually appealing, and easy to navigate. Your website is often the first impression of your brand.
Use Social Media Strategically: Platforms like Instagram and TikTok are perfect for connecting with beauty lovers. Post tutorials, customer testimonials, and behind-the-scenes content.
Track What Works: Use analytics to see what’s resonating with your audience and double down on those strategies.
Pro Tip: Think of your digital presence as more than just a store. It’s an experience. Create content that feels personal and makes your audience want to return.
What Caribbean Influencers Are Saying About Fenty Beauty
Fenty Beauty’s Caribbean launch has sparked excitement across the region, with influencers taking to social media to celebrate the brand’s inclusivity and impact. Here are some voices that stand out:
@thelivingdolly
In her TikTok post, The Living Dolly showcases her excitement about Fenty Beauty's products and shares her favorite picks from the brand. She highlights how the brand’s inclusivity resonates with beauty lovers across the Caribbean.@thelivingdolly
In another video, she dives deeper into her personal experience with Fenty Beauty, emphasizing how accessible the brand has become for Caribbean women and why it’s such a game-changer for the region.@flawlessfacesbyshinille
Makeup artist Shinille shares a detailed review of Fenty products, demonstrating how they work on different skin tones and celebrating the availability of high-quality, inclusive makeup in the Caribbean.@shasweets1
Sha Sweets provides a candid reaction to Fenty Beauty’s launch, sharing her excitement and discussing how the brand fills a gap in the local beauty market.@raquel.leid
Raquel Leid gives a heartfelt take on how Fenty Beauty’s presence in the Caribbean inspires beauty enthusiasts to embrace their natural skin tones while experimenting with bold makeup looks.
These influencers highlight how Fenty Beauty is redefining beauty standards in the Caribbean, providing inspiration not just for consumers but also for beauty entrepreneurs looking to create impactful and inclusive brands.
What This Means for You…
Rihanna’s success with Fenty Beauty is a blueprint for how to build a brand that resonates deeply, empowers others, and creates lasting impact. Her recent Caribbean launch is a testament to the fact that staying connected to your roots while growing globally is not only possible but powerful. Her journey isn’t just about inclusivity or marketing—it’s about redefining what’s possible for women, especially Black women, in the beauty industry and beyond.
For beauty entrepreneurs, Rihanna’s story is a call to action: embrace your identity, tell your story unapologetically, and create products that make people feel seen. Success isn’t just about the size of your brand—it’s about the depth of your impact.
If you’re ready to take your beauty brand to the next level, remember this: dream big, stay authentic, and lead with purpose. That’s how you create a legacy, just like Rihanna has.
Feeling Inspired? Let’s Work Together!
Rihanna’s success with Fenty Beauty shows the power of bold ideas, inclusivity, and staying true to your vision. If you’re ready to take your beauty brand to the next level and create a lasting impact, let’s craft a strategy that aligns with your goals.
Book a consultation or send a message via WhatsApp today, and let’s start building the foundation for your success story. Your dream brand is just one step away!