Rihanna could be moving into haircare segment with Fenty Hair

By

Sarah Ahssen

Published
March 16, 2021

Rihanna fans might have been waiting for the release of a new album for the last five years, but it's a line of haircare products that the entertainer and businesswoman is apparently in the process of developing. Following the launch of cosmetics brand Fenty Beauty, developed in partnership with LVMH beauty incubator Kendo, in 2016, and that of skincare label Fenty Skin in 2020, it could now be Fenty Hair's turn to hit the market. 

Indeed, Roraj Trade LLC, the owner of the trademarks and intellectual property of the Rihanna brands, filed a trademark application for the brand "Fenty Hair" at the beginning of March. The trademark covers shampoos, hair straightening and curling products, dyes and hair glitter. 

The news of this expansion into haircare, a market seeing notable growth in the United States, comes a month after LVMH's announcement that it would be suspending its support for Fenty, the apparel, footwear and accessories label that the company launched with Rihanna, which has seen declines in sales of late.

The French luxury group and the Barbadian singer have instead decided to concentrate on the development of the growth-driving segments behind the Fenty brand: Fenty Beauty cosmetics, skincare and Savage x Fenty's lingerie, a line in which LVMH invested via the L Catterton investment fund in February.