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Rihanna Fenty

Rihanna is coming for our hair

TextAlex Peters

Here’s what we know so far about Fenty Hair

Former musician Rihanna has already conquered the worlds of make-up and skincare and now she is coming for hair. 

According to recent trademark filings, it seems that the Fenty family is branching out into haircare. Earlier this month, Rihanna’s company Roraj Trade LLC filed a trademark application for “Fenty Hair.” The trademark covers categories including hair care preparation, hair colour, hair styling, straightening or relaxing, and hair glitter. 

For now, that is all the information we have about the potential haircare range. If we had to guess a timeline for when we might start to see products, we would tentatively say summer 2022 based on the 16 months between when the Fenty Skin trademark was filed in March 2019 and the launch of the first products in July 2020.

When Fenty Beauty launched with its game-changing 40 shades of foundation in 2017, it caused a seismic shift within the beauty industry. With its innate diversity and inclusivity, Fenty Beauty set the benchmark for brands that could no longer get away with limited shade ranges and shameful lack of diversity in campaigns. The increase in beauty brands expanding their shades and representation over the last few years is now referred to as “the Fenty Effect”.

Given the haircare market’s notorious lack of options for Black hair in the past, Fenty Hair could achieve something similar for the category, building on the work of recent brands including Tracee Ellis Ross’s Pattern and setting the bar for diverse ranges in haircare. Speaking to Dazed Beauty last year, Ross said she was motivated to start her own hair care line because of the void in the market “in terms of understanding what it actually takes to have healthy and great hair if you are curly, coily, or tight-textured.”

“Women of colour have become their own experts because we’ve been forced into a beauty industry that didn’t offer products and choices and a world that wasn’t showing publicly numerous choices of how to care for our hair.” 

The news about Fenty Hair comes just weeks after it was announced Rihanna’s luxury label Fenty was being put on hold less than two years after its launch. At the time of the announcement, LVMH stated that concentration would be shifted to Fenty’s cosmetics and skincare universe, as well as Rihanna’s lingerie line Savage x Fenty

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