The global star already owns the successful beauty brand Fenty Beauty, a multi-million dollar brand that has pioneered a more inclusive offering of color cosmetic shades over the past seven years.
Speaking about the launch of her new brand, Rihanna said: “Hair has always been very personal to me. My hairstyles are a testament to my evolution and growth over the years, so launching Fenty Hair was something I was really passionate about.”
The range of nine care and styling products reflects a similar “Beauty for All” philosophy, with a focus on repairing hair, based on Rihanna’s experience that “her hair has been through everything.”
Each product contains “clinically tested repair technology” and is designed for “every hair type and texture.”
“It was really important to me to create a product that was easy to use regardless of hair type or texture, had repairing effects at every step, and addressed my needs,” explained the brand founder.
Barbados Gooseberry and Upcycled Jackfruit Extract
The Fenty Hair collection consists of one shampoo, two conditioners, one treatment, four styling products and one tool, and was developed and tested in collaboration with the company’s global team of stylists, R&D experts and chemists.
The products are clinically tested, vegan, sulphate free, silicone free, DEA free, gluten free and cruelty free, and range in price from $18-36 (£17-33).
The range features a proprietary complex in every product called Replenicore-5, a blend of amino acids, proteins and antioxidants clinically tested by stylists and Rihanna herself on all hair types.
According to the brand, ingredients include Barbados gooseberry, recycled jackfruit extract, hydrolyzed vegetable protein, green tea extract and amino acids, which “create a continuous repair loop that strengthens hair and helps prevent future breakage.”
