A complete breakdown of Fenty Beauty’s social media strategy and what your brand can learn.
The beauty industry is an overcrowded space, with many brands historically catering primarily to fair skin tones, leaving a significant portion of the market underserved. Then came Rihanna with Fenty Beauty, revolutionizing the makeup world by championing inclusivity and creating products for all skin types and shades.
From the start, Fenty Beauty has leveraged social media and user-generated content to authentically connect with its diverse global audience. This blog explores Fenty Beauty’s social media strategies that helped the brand to become a global name in such a short span.
About Fenty Beauty
Fenty Beauty, launched by Rihanna in 2017, transformed the beauty industry by prioritizing inclusivity.
With 50 foundation shades at launch—now expanded to 59—the brand catered to a diverse audience, addressing the long-overlooked needs of underrepresented skin tones. Its inclusive approach struck a chord, generating $100 million in sales within its first 40 days.
Fenty Beauty’s social media strategy has been a key driver of its success, amassing over 13 million Instagram followers and creating viral buzz through user-generated content and influencers.
In 2023, it became the top-earning celebrity beauty brand in the world, with over £477 million ($600 million) in annual revenue, solidifying its status as a global powerhouse. Fenty Beauty continues to inspire with campaigns celebrating diversity and redefining beauty standards worldwide.
Dissecting Fenty Beauty’s social media strategies
Here are some key takeaways from Fenty Beauty’s social media marketing strategy:
1. The power of inclusivity and diversity
Fenty Beauty’s campaigns consistently reflect diversity, featuring models of different ethnicities, genders, and body types. Their visuals celebrate real people and beauty in all forms, creating a strong emotional connection with their audience.
On social media, Fenty uses engagement-driven hashtags like #FentyBeauty and #TheNewGenerationofBeauty, encouraging users to share their experiences with the products. This creates a sense of community while amplifying authentic, user-generated content.
By making inclusivity a non-negotiable element of its strategy, Fenty Beauty not only resonates with a diverse audience but also inspires loyalty and trust among its followers.
Beyond this, Fenty’s commitment to inclusivity extends to high-profile partnerships like their recent collaboration with the Olympic and Paralympic Games in Paris 2024.
Featuring athletes like Magdawiethenin, Fenty continues to amplify its message of unity and diversity on a global stage. This strategy resonates with beauty lovers and sports fans, solidifying Fenty’s place as a brand that celebrates empowerment, inclusivity, and authenticity across all realms.
Also read: Inside Kylie Cosmetics Social Media Strategy: Key Lessons for D2C Brands!
2. Leveraging Rihana’s star power
Rihanna herself is one of the most significant drivers of Fenty Beauty’s success. As a global superstar with over 150 million followers on Instagram and a massive fan base across platforms, her influence has been instrumental in building the brand’s identity and trust.
Rihanna’s credibility as a style icon creates aspirational value for Fenty Beauty. Her reputation for setting trends and empowering her audience translates directly into trust for the products.
Fans believe that if Rihanna uses and endorses these products, they must meet high standards. This trust, coupled with the aspirational connection, transforms followers into loyal customers.
3. Relatable and authentic content
Fenty Beauty’s social media strategy focuses on real and relatable content. The brand shares behind-the-scenes moments, from product development to campaign shoots, making followers feel like insiders. Tutorials and everyday beauty tips help customers see how products work in real life, not just in polished ads.
The brand also leverages user-generated content, resharing posts from fans who showcase their creativity using Fenty products.
This not only builds trust but also fosters a genuine community. Real customers and influencers with diverse skin tones and beauty needs are frequently featured in their campaigns—proving Fenty is for everyone.
Maintaining a consistent visual and thematic style, Fenty Beauty has successfully built a recognizable brand identity that resonates with a global audience. This consistency extends to their aesthetic across Instagram, TikTok, and other platforms, creating a cohesive experience that drives engagement and loyalty.
Whether the bold colors or the inclusive messaging, Fenty’s brand identity stands out, reinforcing its commitment to authenticity and individuality. By highlighting authentic stories and celebrating uniqueness, Fenty creates an emotional connection with its audience, ensuring they stay engaged and loyal.
4. Embracing bold and trendy campaigns
Fenty Beauty’s brand visuals are unapologetically bold, with striking colors, edgy graphics, and sleek product photography that instantly capture attention in a saturated beauty market.
What truly sets Fenty apart is its ability to stay ahead of beauty trends. Whether it’s tapping into the gloss resurgence or embracing TikTok-driven makeup hacks, these campaigns spark conversations and make fans feel part of a larger movement.
Additionally, Fenty has mastered hopping on popular trends, like in 2024 when they launched “Fenty Unwrapped,” a campaign similar to Spotify Wrapped. By aligning with existing trends, Fenty keeps its brand relevant and deeply connected to its audience’s interests.
5. Influencer marketing done right
Fenty Beauty’s influencer marketing thrives on combining Rihanna’s global influence and partnerships with diverse personalities. While Rihanna’s star power draws immediate attention, the brand strategically works with influencers like Megan Thee Stallion, Kensington Tillo, and Addison Justis to keep the buzz alive and relatable.
For example, Megan Thee Stallion’s bold persona aligns perfectly with Fenty’s fearless messaging, creating a natural synergy that resonates with fans. Kensington Tillo and Addison Justis bring fresh, youthful energy to the campaigns, connecting with Gen Z audiences on platforms like TikTok and Instagram.
Fenty’s strength lies in selecting influencers who embody the brand’s values of inclusivity, confidence, and individuality. This thoughtful approach ensures authenticity and builds trust, proving that effective influencer marketing is not just about visibility but also about genuine connections with audiences across all levels.
6. Interactive and engaging social media strategies
Fenty Beauty keeps its social media fun and engaging by using interactive tools like polls, quizzes, and branded hashtags to involve followers.
For example, hashtags like #FentyBeauty encourages fans to share their makeup looks, amplifying user-generated content and creating a sense of community. Fenty also uses Instagram Stories polls to ask fans about their favorite shades or product preferences, making them feel more engaged.
TikTok challenges, such as the “Fenty Face” challenge, invite users to co-create content, boosting engagement and brand loyalty.
Fenty often teases new launches with behind-the-scenes sneak peeks, building anticipation and making followers feel included. Using branded hashtags and encouraging fans to participate, Fenty creates an interactive space where social media feels like a two-way conversation.
7. Platform specific tactics
Fenty Beauty knows how to adapt its content to each platform’s unique vibe, ensuring their social media strategy is as diverse as their audience.
Instagram is where Fenty’s aesthetic shines. Their feed is a mix of eye-catching visuals, Stories, and Reels that highlight new products and give fans a sneak peek into the brand’s world.
Recently, they did a major giveaway with Sephora to celebrate the upcoming Sephora Savings Event, pulling in massive engagement and proving that high-quality visuals paired with fan interaction is a winning combo.
On TikTok, Fenty taps into viral challenges and relatable, quirky content. The brand knows how to have fun with trends while staying true to its inclusive, bold message, effortlessly blending entertainment with promotion.
YouTube is Fenty’s space for in-depth tutorials and product reviews. Their content is informative yet fun, helping customers make informed purchases while enjoying the beauty of the brand’s storytelling.
Lastly, Twitter is where Fenty shines through witty, bold interactions. They engage in real-time conversations, keeping the tone playful yet direct. Text posts dominate, but the occasional video packs a punch, generating real-time buzz and strengthening their brand presence.
8. Community building and social listening
Fenty Beauty excels in community building by engaging with followers personally. They actively respond to comments with playful, casual replies, often using Gen Z lingo like “Yaaas” or “We see you, queen!”
This humanizes the brand, making followers feel seen and valued. They quickly hop into real-time conversations, showing they genuinely care about their community. By monitoring feedback, Fenty adapts its products to meet customer needs—tweaking formulas or expanding shade ranges.
A standout example is their constant evolution of the Pro Filt’r foundation shades, directly responding to fan requests. This approach turns casual followers into loyal advocates who feel like they’re part of the brand’s journey, not just customers. It’s a perfect example of how listening and engaging can build a powerful, dedicated community.
Key lessons for your brand
You don’t need to be Rihanna to make waves on social media. Fenty Beauty’s strategy proves that success lies in being real, inclusive, and engaging with your audience. Here are a few lessons you can apply to your own D2C brand:
1. Be authentic to your core values
Fenty’s success is built on inclusivity, and they’ve stayed true to this from day one. Your brand’s ‘why’ should guide everything you do. Your audience will notice and trust you if you stick to what matters most.
2. Tailor content to the platform
Different platforms, different vibes. Fenty shines on TikTok with trends, on Instagram with stunning visuals, and uses Twitter for quick interactions. Understand how each platform works and adapt your content for the best results.
3. Work with influencers who align with your brand
Influencers can do more than promote products—they can embody your brand’s values. You don’t need massive celebrities; find influencers who resonate with your audience and share your vision.
4. Engage and respond in real-time
People love brands that talk to them, not at them. Respond to comments, start conversations, and make your community feel heard. Real-time engagement can strengthen relationships and loyalty.
Closing Thoughts
Fenty Beauty’s social media strategy is a prime example of how staying true to your values, being adaptable, and keeping things real can build a brand that connects deeply with audiences.
Whether through smart influencer collaborations, leveraging platform strengths, or fostering a community of loyal followers, Fenty shows that success isn’t just about sales—it’s about creating lasting, genuine connections.
If you’re ready to take your D2C brand’s social media presence to the next level, Content Kettle is here to help. We specialize in crafting tailored content strategies that build meaningful relationships with your audience. Let’s work together to make your brand stand out in a crowded market.
