Rihanna seems to be wanting to launch a brand new brand – Fenty Hair – to capitalise on the rising Black haircare market within the US.
On Thursday, her firm Roraj Trade LLC filed an software for “Fenty Hair”. According to the doc filed with the United States Patent and Trademark Office, the brand would produce shampoo, hair straightening objects, hair waving preparation merchandise, bleaching and coloring merchandise in addition to hair glitter.
Despite final month’s closure of Rihanna’s prepared to put on vogue label, Fenty, the opposite branches of her vogue and sweetness empire proceed to flourish. Fenty Hair follows Fenty Beauty (the cosmetics label was launched in September 2017) and Fenty Skin (specializing in skincare and made accessible in July final 12 months), each of which have been seen as democratising the wonder business.
Fenty Beauty’s Pro Filt’r Soft Matte Longwear Foundation set an business customary, following within the footsteps of manufacturers like Iman Cosmetics by having 40 shades for various pores and skin tones.
“That was essential to me,” the singer instructed In Style on the time, “I needed everybody to really feel included.”
Dior and Revlon adopted go well with. Fenty Skin made $7m earlier than it even had launched final summer time, in accordance to WWD.
Like different arms of the Fenty brand, it’s anticipated that Fenty Hair will push an ethos of inclusivity and variety, which, in market phrases, are key brand qualities for youthful, era Z consumers. Not to point out the business’s acknowledgement across the significance of giving shelf area – the 15% pledge – to black-owned manufacturers.
The marketplace for black haircare within the US is rising and altering. Essence reported that on common African Americans spend $1.2tn a 12 months on hair care merchandise however solely a fraction of those are bought from firms who serve the particular wants of the black shopper, “opening a powerful alternative for brand spanking new firms to enter this area”, in accordance to The Business of Fashion.
Sales of damaging chemical relaxers fell by 40% within the final decade and the increase of black haircare manufacturers like Tracee Ellis Ross’s Pattern, leaves an area for Fenty Hair to flourish.
