LVMH’s Possible Sale of Fenty — and What It Could Mean for the Beauty Industry
The beauty industry moves fast, but some headlines still make you pause. LVMH is reportedly exploring the sale of its 50% stake in Fenty Beauty, valuing Rihanna’s brand between $1 billion- $2 billion.
It’s a bold move for a partnership that once seemed untouchable. Back in 2017, Fenty wasn’t just another celebrity beauty line; it shifted the industry. Its foundation launch redefined inclusivity, sparking what became known as the Fenty Effect. Suddenly, brands were rushing to expand their shade ranges, and for the first time, many women of color saw themselves reflected in mainstream beauty marketing.
Seven years later, that disruption has evolved into something more complex. Fenty remains culturally relevant and commercially strong, yet LVMH’s decision to explore a sale suggests the brand may be struggling to grow beyond its original narrative.
As a marketer and consumer behavior researcher, this reflects where the beauty industry stands today, caught between constant innovation and the need for lasting relevance. Launching with a bold message is no longer enough; consumers expect brands to maintain an emotional connection long after the hype fades.
It’s also not surprising when influencer or celebrity brands lose momentum. We’ve seen it before, from Jaclyn Hill’s short-lived line to Ariana Grande’s R.E.M. Beauty, which is still working to establish itself despite the massive name. The pattern is fatigue, fame drives visibility, not loyalty. Without a clear purpose or evolution, interest fades as quickly as it peaks.
That’s what made Fenty Beauty different. It wasn’t built on fandom; it was built on inclusion. There was a real gap in the market, and Rihanna filled it with intention. Fenty’s message, "everyone belongs," was more than marketing. It was cultural, emotional, and human. That authenticity gave it credibility and made it a cultural milestone. But the beauty industry has changed. Inclusion is no longer revolutionary; it’s expected. To stay ahead, brands now need a deeper emotional promise, something that connects not just to identity but to feeling.
Selena Gomez’s Rare Beauty understood this perfectly. Launched in 2020, it built its identity around self-acceptance and mental health. Rare wasn’t about perfection; it was about permission to feel. That message resonated with Gen Z consumers craving vulnerability and purpose, proving that emotional clarity can be a brand’s strongest currency. Hailey Bieber’s Rhode took a different route: minimalist, intimate, and for the girlys. Its "glazed skin" aesthetic is less about transformation and more about how beauty feels: soft, attainable, personal.
Ultimately, this isn’t just a story about valuation or ownership. It’s about how much the beauty industry has evolved. The age of celebrity-driven launches is fading, giving way to something deeper, brands built on emotional connection and meaning. Fame can create hype, but purpose turns it into a movement.
And as someone in this industry building a startup of my own, I can tell you that staying relevant, purposeful, and emotionally resonant isn’t easy. But that’s the challenge that makes it worth it.
Dania Khalife
