Fenty Skin has a new retail partner — and a new collection of products to boot.
The skin care brand, one of Rihanna‘s four beauty businesses across all major categories, is entering Ulta Beauty, marking its first retail partnership in the U.S. since its debut with Sephora.
Rihanna told WWD via email the move was reflective of her vision for the brand. “Our brand philosophy has always been ‘Beauty for All’ — so we had to bring the new collection to Ulta, especially since it’s the first time they can experience Fenty Skin in this unique and curated way,” she said.
To that end, exclusively to Ulta, the brand is entering with a body care range, including two body washes, two bubble baths, three body mists (one of which is limited edition), a trio of minis and a body mist duo. Prices range from $30 to $39 for full-sized products and individual minis of the body mists are priced at $20 each. They will debut online for Ulta loyalty members on Oct. 3, and in-store two days later.
“I love that we are also part of forging the body category. People are paying attention to body care more than ever, leveling up their regimens, layering scents to mix and match. We started with Butta Drop Whipped Oil Body Cream and everyone instantly loved it as much as I did — the texture, the sheen, the scent. So we’ve expanded it with more scents. I’ve always had an extra body care and scent routine, so this category is my thing,” Rihanna said.
Body care is outpacing facial skin care in the prestige market, per Circana data. That being said, one of the brand’s top-performing products is a facial stock keeping unit. “I’m really proud of our Hydra Vizor — it was immediately a bestseller at launch and it still is today,” Rihanna said. “I used to think I didn’t need SPF when I was younger. So, knowing that we’re helping protect people’s skin across all tones and types — it’s a big deal.”
As for Rihanna’s favorite product, either forthcoming or existing, “Asking me if I have a favorite product is like asking me if I have a favorite reality show — can’t choose, won’t choose. I will say that people have been asking for a body wash for years. I was really particular about how I wanted the texture of ours to be; it had to be a honey-like consistency but then transform into silky-soft suds. I’m also obsessed with the scents throughout the collection, they are so decadent and perfect to layer.”
Fenty Skin body products.
Courtesy of Fenty Skin
The brand launched during the pandemic, when “everyone was super engaged and everyone was revamping all of their routines from top to bottom,” said Sukiana Chancy, vice president of brand for Fenty Skin and Fenty Hair at Kendo. “It was a time when our community exploded. We started online, launched in stores, and they’ve been with us the entire way.”
Skin has become an important way for Fenty to recruit customers, who eventually grow into the full breadth of fragrance, hair and makeup products. “It’s an easier entry point — the way it was built was with a really simplified approach. It’s not intimidating either,” Chancy said. “Skin is the foundation for makeup, it’s so important to have that juicy, healthy, glowing base to lay your foundation down perfectly. That is how we always educate with our foundations, we’re never talking about one without the other.”
“Our community loves skin care. Over these past five years the interest and knowledge about skin care products and ingredients has exploded,” Rihanna added. “We took an approach of effective multitasking products to help streamline routines without sacrificing results. All while making it a complete sensorial experience that you’ll want to go back to every morning and night. I think that approach is more relevant than ever today.”
The scents that the body washes, bubble baths and body mists are launching with are “Hey, Bouquet,” a floral with jasmine, pink peppercorn, orange zest, vanilla, sandalwood and rose, and “Vanilla Flowers,” featuring vanilla, vanilla orchid, fluffy musk, sugared woods, bergamot and lily of the valley. “Green Raspberry,” which highlights raspberry nectar, blackberry delight, crème de cassis, white tea, sugared rose, sweet amber and peach wood, is limited edition.
Fenty Beauty, the makeup brand, launched at Ulta to much fanfare in 2022. The retailer has been making megawatt moves under the stewardship of chief executive officer Kecia Steelman, who also introduced Beyoncé Knowles-Carter’s Cécred and Shakira’s Isima hair care brands this year.
“We’ve been pleased to see strong engagement across all categories, with part of that success being attributed to our differentiated assortment across a range of price points, ensuring a product solution for every guest wherever they may be in their beauty journey,” said Penny Coy, vice president of merchandising, Ulta Beauty. “Body care has continued to be a standout beauty performer, especially with our younger guests.”
“Our guests shop her brand as a way to feel connected to her and her signature style, and with this new assortment, they can now be a part of her vision, with their own individual twist,” Coy continued, adding that there would be 360-degree marketing, front-of-store displays, window banners, and social and email support.
Chancy said the goal was to create a collection that was “luxurious and super indulgent,” and that the customer appetite is there. “The constant ask we’ve heard from our community is to launch shower gels and more body products. It felt like a perfect marriage and moment, and Ulta has a booming body business. It just made sense to see what’s resonating with their customer, and everything lined up perfectly.”
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