Don’t Stop the Make-Up

Musician-turned-mogul Rihanna continues her world-domination tour, bringing Fenty Beauty and its “beauty for all” philosophy to Hong Kong.

Whether she’s topping the charts as a recording artist, raising millions in support of impoverished youth for her charity foundation, or becoming the first black woman to launch and lead a luxury label for LVMH, Robyn Rihanna Fenty is a force to be reckoned with. The Barbados-born singer released the first of many best-selling albums in 2005 and has since tried her hand at everything from acting to lingerie design. But one of her biggest passions has always been make-up, a fact that resulted in her creation of Fenty Beauty by Rihanna in 2017.

Developed in partnership with LVMH-owned Kendo Brands, Fenty Beauty was initially launched in 17 countries with a vision of inclusivity that went beyond skin tone to embrace people of all races, cultures, values and belief systems. This month, the make-up brand brings its “beauty for all” mantra to Asia with retail launches in Hong Kong, Macau, Seoul and Jeju.

One of Rihanna’s most trusted make-up artists, Priscilla Ono, was in town recently to introduce the Fenty brand and its products. “Rihanna is so excited to be launching in Hong Kong, and just broadening our brand and bringing it over here,” Ono says over a wide-ranging display of complexion and colour products. “I think one of the unique things about Fenty Beauty is that we actually launched with complexion. The very first make-up product she ever used was foundation, so it’s something that’s really close to her.”

Indeed, Rihanna’s beauty memories go back to childhood and watching her mother apply make-up. She decided to launch her own foundation range with 40 shades, later extending to 50 and adding another 50 shades of concealer. “When it comes to foundation, she doesn’t like when it looks like you’re wearing make-up,” Ono says. “So the products that she wanted to develop were those that would look like skin but also withstand humidity, because she’s from Barbados.”

What Rihanna ended up developing is what’s now known as the Fenty Face (see prestigeonline.com for step-by-step instructions). “This is your base, your go-to,” Ono explains. “No matter what look we’re doing with Rihanna, we’re always starting off with the Fenty Face.” The canvas in place, Rihanna went on to create a number of signature products inspired by her life as a performing artist and a die-hard make-up fanatic.

Favourites include the 3D jelly-powder Diamond Bomb (“We can’t keep it on the shelves,” Ono says), the scented luminiser Body Lava (“If you want to smell like Rihanna, use Body Lava”) and the founder’s personal must-haves,

Invisimatte blotting powder and Gloss Bomb lip luminiser (“These are the two things Rihanna always has on hand”).

The brand has also just introduced new additions to its complexion range, including a hydrating primer and foundation, which goes to show the close bond Rihanna has with her customers. “People feel very close to the brand, because it’s not forced,” Ono says. “Make-up has no rules. Make-up has no boundaries. If you feel inspired, go for it, because that’s exactly what Rihanna does. She loves to hear feedback and she loves to give people what they want and what they need.”

“Make-up has no rules. Make-up has no boundaries. If you feel inspired, go for it, because that’s exactly what Rihanna does”

— Priscilla Ono, make-up artist and brand ambassador

Fenty Beauty by Rihanna is available in Hong Kong and Macau at T Galleria by DFS, Sephora, Harvey Nichols, Beauty Bazaar and Beauty Avenue. fentybeauty.com