Rihanna Is Set To Launch New Black Hair Care Product Line ‘Fenty Hair’
Rihanna Is Set To Launch New Black Hair Care Product Line ‘Fenty Hair’. Rihanna is looking to launch a new brand, Fenty Hair; this is due to the growing Black hair care market in the United States (US). On Thursday, her company Roraj Trade LLC filed an application for “Fenty Hair”. According to the document filed with the United States Patent and Trademark Office, the brand would produce shampoo, hair straightening items, hair waving preparation products, bleaching and colouring products as well as hair glitter.
Despite last month’s closure of Rihanna’s ready to wear fashion label, Fenty, the other branches of her fashion and beauty empire continue to flourish. Fenty Hair follows Fenty Beauty (the cosmetics label was launched in September 2017) and Fenty Skin (specialising in skincare and made available in July last year), both of which were seen as democratising the beauty industry.
According to Microsoft News, LVMH previously said, “Rihanna and LVMH have jointly made the decision to put on hold the RTW activity, based in Europe, pending better conditions. Following the completion of a fundraising round where L Catterton has taken a stake into Savage X Fenty, LVMH and Rihanna reaffirm their ambition to concentrate on the growth and the long-term development of the Fenty ecosystem focusing on cosmetics, skincare and lingerie.”
Like other arms of the Fenty brand, it is expected that Fenty Hair will push an ethos of inclusivity and diversity, which, in market terms, are key brand qualities for younger, generation Z shoppers. Not to mention the industry’s acknowledgement around the importance of giving shelf space – the 15% pledge – to black-owned brands. “That was very important to me,” the singer told In Style at the time, “I wanted everyone to feel included.”
The market for black hair care in the US is growing and changing. Essence reported that on average African Americans spend $1.2tn a year on hair care products but only a fraction of these are purchased from companies who serve the specific needs of the black consumer, opening a strong opportunity for new companies to enter this space, according to The Business of Fashion.
