Latest / Brand Storytelling with Fexingo: Narrative, Mission, and Stories That Sell / How Fenty Beauty Built a Billion-Dollar Brand on Inclusion
Transcript
- Lucas: So when Rihanna launched Fenty Beauty in September 2017, the initial buzz wasn't about the packaging or the price point. It was about 40 foundation shades — at a time when most prestige brands offered maybe 10 to 15. Luna: And that gap was glaring. I remember women of color often mixing two or three shades just to get a match. Lucas: Exactly. The industry had essentially ignored a huge portion of the market for decades. Fenty didn't just fill that gap — they made it the centerpiece of their brand story from day one. Luna: So how did they pull off that launch so cleanly? It wasn't just about the product. Lucas: Right. The product was one part. The other part was the narrative. Rihanna herself said in interviews that she wanted every woman to feel included. That message was embedded in every ad, every social post, every in-store display. Luna: And it wasn't just talk. The campaign imagery featured models of all skin tones, not just one token dark-skinned model. It felt genuine. Lucas: That authenticity mattered because consumers are really good at spotting a performative diversity play. Fenty made inclusion the product's core value proposition, not an afterthought. Luna: So it's a case where the brand story and the product innovation were the same thing. Lucas: Precisely. And the market rewarded them. Fenty Beauty did over $550 million in revenue in its first 12 months. That's unheard of for a celebrity beauty brand. Luna: And it forced competitors to scramble. I remember brands like Tarte and Too Faced suddenly expanding their shade ranges within months. Lucas: Yeah, the industry called it the Fenty Effect. Estee Lauder and L'Oreal both launched major inclusivity campaigns shortly after. But here's the thing — many of those felt reactive, not proactive. Luna: Which is exactly why Fenty's story stuck. They were first, and they had the cultural credibility. Lucas: And that's a lesson for any brand: if you can tie a genuine social insight to your product, you don't have to force a story. The story writes itself. Luna: It's like what we talk about on this show often — the best brand stories aren't invented, they're uncovered. Lucas: Right. And speaking of uncovering stories, it's worth mentioning that conversations like this one are exactly why we keep doing this show. A couple of dollars a month from listeners is what keeps these episodes ad-free and independent. If you've gotten something out of these marketing deep dives, buy me a coffee dot com slash fexingo helps us keep going. Luna: Yeah, it genuinely makes a difference. And we appreciate everyone who's thrown a couple of bucks in. Lucas: So back to Fenty — one of the smartest moves was how they handled the retail partnership with Sephora. They didn't just put the product on shelves. They trained Sephora staff extensively on shade matching for diverse skin tones. Luna: That's huge. Because if a customer walks in and the salesperson can't help them, the inclusive message falls flat. Lucas: Exactly. They made sure the in-store experience matched the brand promise. And they launched in 17 countries simultaneously, which sent a signal that this was a global brand from day one. Luna: And social media amplified everything. I remember the hashtag #FentyBeauty trending for weeks. User-generated content of people finding their perfect shade for the first time went viral. Lucas: That user content became a powerful storytelling engine. Every customer who posted a swatch or a selfie was essentially validating the brand's message. And Fenty reposted and engaged, creating a feedback loop. Luna: So they didn't just tell a story — they invited millions of people to tell it with them. Lucas: Exactly. And that's a model that works across categories. Whether you're selling makeup or mattresses, if you can find a genuine consumer pain point and make it central to your narrative, you've got something. Luna: What about the long-term? Has Fenty maintained that narrative momentum? Lucas: It's been interesting. After the initial explosion, they continued to expand the shade range — they're now at 50 shades. They've also launched skin care and fragrances, always with that inclusive framing. Luna: But competitors have caught up. Many brands now offer 40-plus shades. Lucas: That's true. So the differentiation has to come from somewhere else now. Fenty leans heavily on Rihanna's cultural cachet and the brand's association with boldness and innovation. But the inclusion story isn't as unique as it was in 2017. Luna: Which raises a question: can a brand built on a first-mover inclusivity story sustain itself when the industry catches up? Lucas: I think the answer is yes, but only if they keep innovating. Fenty's recent focus has been on product performance — making sure the formulas are genuinely good, not just inclusive. And they've launched things like body luminizers in multiple shades. Luna: So the story evolves. It's no longer just 'we have all the shades,' it's 'we have all the shades and they're the best formulas.' Lucas: Right. And that's a healthy progression for any brand. You can't rest on your founding narrative forever. You have to keep adding new chapters. Luna: What do you think is the biggest takeaway for marketers from Fenty's playbook? Lucas: I'd say it's this: find a real, underserved audience need that your competitors are ignoring. Make that need the center of your brand story. And then back it up with product and experience so it's not just talk. Luna: And be willing to invest in that story upfront — training staff, launching globally, creating shareable moments. Lucas: Exactly. Fenty spent an estimated $100 million on the first year — including Rihanna's equity stake from LVMH. That's not small. But the return was massive, both in revenue and in brand equity. Luna: It's a reminder that brand storytelling isn't just about ads and taglines. It's about the entire product and customer experience being consistent with the narrative. Lucas: Well said. And I think that's a good place to leave it for today. Fenty Beauty showed that when you align product innovation with a genuine cultural shift, the story sells itself. Luna: And it changed an entire industry in the process. Not bad for a celebrity brand. Lucas: Not bad at all.