Fenty Beauty is a cosmetics brand that was launched by Rihanna in September of 2017. The brand is popular for its broad inclusivity across skin types and tones.
Fenty Beauty initially launched in 17 countries with a vision of inclusivity and global reach at its core.
On May 10th, Rihanna announced via an Instagram post that beginning May 27th, Fenty Beauty and Fenty Skin products will be available in Botswana, Ghana, Kenya, Namibia, Nigeria, South Africa, Zambia, and Zimbabwe and that it’s “just the beginning”.
“I am a proud Bajan who also feels a close connection to Africa, and its people,” she said in a press release.
— Rihanna (@rihanna) May 10, 2022
“I’ve had the pleasure, and the privilege, to spend time on the continent and those experiences never leave you. Now, being able to bring Fenty Beauty and Fenty Skin to eight African countries and then hopefully more in the future — means so much to me.”
The African Beauty Market
Africa’s population of 1.4 billion people is projected to double by 2050.
With this population growth, the potential in the African market is enormous. With rising disposable incomes, Africa’s 18 most populated cities could have a combined spending power of $ 1.3 trillion.
Not only is the African population growing, so is the African beauty market. 70% of the population in sub-Saharan Africa is under the age of 30. This group is the most likely to be interested in a wide range of cosmetics and beauty products.
According to recent reports, the beauty and personal care market share in Africa is expected to increase by $1.26 billion from 2020 to 2025, and the market’s growth momentum will accelerate at a CAGR of 2%.
Some of the influential factors that are increasing market growth include the rising middle-class population and the rise in online shopping trends.
Another key factor driving growth in the beauty market in Africa is a demand for innovative products that address multiple concerns within a minimal time span.
Lastly, more African women, especially in the middle class, have attained higher education, allowing many to pursue careers that offer higher than average income and the luxury of spending on premium products, including skincare and cosmetics.
Fenty Beauty undoubtedly sees the potential in this promising market and has made its move.