Fenty Beauty

overall rating:



Flora Frankopan
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Fenty Beauty is a beauty product and cosmetics brand founded in September of 2017 by the singer Rihanna. It currently has a $5 billion revenue and earned $72 million in its fifth month alone. Fenty’s range of beauty products is available both online and in stores in over 15 countries. This company has received great popularity for its inclusivity of skin tones and gender, especially through its Pro Filt'R foundation, which has 50 different shades. Fenty Beauty has gained lots of international praise, such as being named one of Time magazine's best inventions of 2017 and winning the WWD Beauty Inc. award in 2017 for launch of the year in the prestige sector. Overall, I have given Fenty Beauty an average earth rating. While it promotes ethical and sustainable goods in some ways, it still has a long way to go, such as reducing its carbon footprint and increasing its recycling.

What it's made of:


Fenty Beauty has a range of beauty products. In addition to its famous Pro Filt’R foundation, it has goods like ‘stunna lip paint’, ‘lip shine lipstick’, powder, highlighter and concealer. Throughout their goods, Fenty Beauty doesn’t use harmful ingredients like parabens, mineral oil, plastic microbeads, paraffins and ethanolamines, where they follow the European Union’s high standards, which bans 1,400+ ingredients from cosmetic products. Similarly, they try to promote healthy and natural products like nicacinamide (vitamin B3), lemon myrtle and Japanese raisin tree and list ingredients for all their goods. In addition to undergoing an independent 3rd party review, they also commit to being vegan, cruelty free and coral-reef safe as well as cotton free (such as Fenty’s Pore-Refining Toner Serum). 
In terms of their packaging, they are motivated to encouraging sustainability and recycling. While they admit they are not yet perfect, they have tried to eliminate boxes where possible, and implement refill systems (such as for their moisturiser and SPF) and fully recyclable shipping boxes. They are also incorporating PCR material into a range of their tubes, jars and bottles. This shows that, overall, Fenty Beauty is committed to increasing their sustainability and providing ethical goods. However, despite this, and although they recognise they aren’t fully sustainable, they do not have fully recyclable goods and use a range of globally sourced ingredients, suggesting they have a large carbon footprint. This shows that they still have room for improvement in the future in reducing their mileage and committing to sustainability.

How it's made:


Currently, Fenty Beauty’s products are available for purchase online as well as in store outlets such as Sephora in the US as well as Boots and Harvey Nichols in the UK. In their production process, the company states that it is ‘earth-conscious’ and committed to the 3 R’s: reduce, reuse, recycle. Through their ingredients and packaging as mentioned, they try to promote sustainability and healthy beauty.
Moreover, as part of the company, Fenty Beauty works with the Clara Lionel Foundation (CLF) founded in 2012 by Rihanna. This charity funds and supports education, health and emergency programs around the world, trying to improve quality of life through global advocacy. A portion of Fenty Beauty’s proceeds go towards this charity, and you can choose to donate to them through Fenty Beauty as well. Currently, they are working for a variety of education programs, such as in Senegal, Barbados, and Malawi in addition to their Global Scholarship Program. From 2016 to 2018 they donated 735,025 supplies to around 275,000 people as part of emergency responses to Hurricane Harvey in Texas, Hurricane Maria in Puerto Rico and earthquakes in Mexico. As well as promoting gender quality through campaigns like Camfed and Ofo, they work with a 100,000 alumnae association, made up of all their project partners, employees and people who have donated and helped. These examples further demonstrate how Fenty Beauty is committed to sustainability, education and the environment. As well as trying to increase the sustainability of their production process, they actively work through projects to help people in need. Although they still need to improve some processes, such as attempting to achieve carbon neutrality or B-crop certification, they have a good score as they are dedicated to making a positive impact.

Who makes it:


Fenty Beauty was founded and is run by CEO Robyn Fenty (Rihanna), and has previously collaborated with Parlux Ltd and MAC Cosmetics. The Creative Director of Fenty Beauty is Jahleel Weaver. The company is owned by parent company and luxury conglomerate LVMH (Louis Vuitton Moët Hennessey) and is part of Kendo holdings. While Fenty Beauty in particular is trying to promote healthy, ethical and sustainable beauty products, none of their top employees are specifically trained in sustainability. Similarly, their parent company, LVMH, is not fully sustainable and is a big contributor to fast-fashion, poor working conditions, waste and climate change. In order to improve the company, it would perhaps be environmentally beneficial to hire a sustainability consultant to help Fenty Beauty further their ambitions for helping those in need and tackling climate change.

Overall, Fenty Beauty has an average earth rating score. From this review, you can see that it promotes sustainability as part of its brand’s values and works towards achieving it through its products, such as in its ingredients and packaging, as well as externally through its foundation and projects. Despite these efforts, while it acknowledges that it is not perfect and there is room for improvement, the company still sources resources from all over the world and is not carbon neutral or fully recyclable. Similarly, its connections to LMVH further connects itself with the detriments of the fast-fashion industry. Therefore, in the future, Fenty Beauty should try to locally source more ingredients, conserve the environment, get professional sustainability advice, and try to achieve a net zero carbon footprint while continuing their foundation projects to further their promotion and positive impacts of sustainability around the world.