Here’s Why Rihanna’s Fenty Beauty is Expanding into 8 African Countries
Fenty Beauty is a cosmetics brand that was launched by Rihanna in September of 2017. The brand is popular for its broad inclusivity across skin types and tones.
Fenty Beauty initially launched in 17 countries with a vision of inclusivity and global reach at its core.
On May 10th, Rihanna announced via an Instagram post that beginning May 27th, Fenty Beauty and Fenty Skin products will be available in Botswana, Ghana, Kenya, Namibia, Nigeria, South Africa, Zambia, and Zimbabwe and that it’s “just the beginning”.
“I am a proud Bajan who also feels a close connection to Africa, and its people,” she said in a press release.
i’ve been waiting for this moment!! @fentybeauty & @fentyskin are finally dropping in AFRICA!!!
Botswana, Ghana, Kenya, Namibia, Nigeria, South Africa, Zambia, Zimbabwe…we comin at ya May 27th and that’s just the beginning!!! #FentyAfrica pic.twitter.com/LNmYRY3Zip
— Rihanna (@rihanna) May 10, 2022
https://platform.twitter.com/widgets.js
“I’ve had the pleasure, and the privilege, to spend time on the continent and those experiences never leave you. Now, being able to bring Fenty Beauty and Fenty Skin to eight African countries and then hopefully more in the future — means so much to me.”
The African Beauty Market
Africa’s population of 1.4 billion people is projected to double by 2050.
With this population growth, the potential in the African market is enormous. With rising disposable incomes, Africa’s 18 most populated cities could have a combined spending power of $ 1.3 trillion.
The personal care and beauty market in Africa is a multi-billion dollar industry, with annual increases of close to 10%, more than double the global beauty industry growth rate of 4.75%.
By the end of 2022, the African beauty market is expected to be worth more than $14 billion.
This growth is due to a rise in demand for global beauty products. 70% of the population in sub-Saharan Africa is under the age of 30. This group is the most likely to be interested in a wide range of cosmetics and beauty products.
This growth can also be attributed to the fact that more African women, especially in the middle class, now have more spending power. Higher education is allowing many middle-class African women to pursue careers that give them the spending power to spend on premium products, including skincare and cosmetics.
Fenty Beauty undoubtedly sees the potential in this promising market and has made its move.
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