Black Buying Power: Rihanna’s ‘Fenty Beauty’ Bags $72 Million

Published: Wednesday 25th Oct 2017 by David

Rihanna‘s ‘Fenty Beauty’ is on its way to becoming one of the biggest brands in the world thanks to cash splashed on it by its target demographic…black women.

Brilliant news below…

Following in the footsteps of Iman Cosmetics, Fenty Beauty was built to offer a wide variety of products to often underserved women of colour.

Since its unveiling, the brand has been powered by word-of-mouth marketing and YouTube make-up tutorials shot to showcase and celebrate the brand’s products.

What this spells for its earned value? Good news.

What earned value is?

Earned value is a project management technique for estimating how a project is doing in terms of its budget and schedule. The purpose of earned value is to obtain an estimate for the resources that will have been used at completion.

Women’s Wear Daily reports…

In Tribe Dynamics’ Cosmetics report for September, Rihanna’s makeup line recorded over $72 million in earned media value.


It is now on course to sailing past the widely successful Kylie Cosmetics and paves the way for Rihanna’s forthcoming foray into the household goods market.

News of Rihanna’s success comes after it emerged that black women are the fastest rising group of entrepreneurs in the United States.

Click here to learn more.

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  1. DanYiel Iman October 25, 2017

    Oh ok ??

  2. idk October 25, 2017

    THIS is great but earned media value is not the amount the brand has actually made. I know people are going to be confused,they should’ve clarified that. It’s basically based on customer interaction/social media/reviews that they put a number on. Fenty got over 40mill inEMV from YouTube. Usually the first month of launch is huge,hopefully it remains constant.

    • Meme October 25, 2017

      You better school them. Lol

  3. rsd October 25, 2017

    Dude, Earned Media Value is NOT SALES.

    It means the equivalent monetary value of all the exposure the brand got (print, digital, and social features) if they were to pay for them.

    • rsd October 25, 2017

      Rih didn’t get any of that 72 million. It means the brand exposure she got was worth 72 million. And that’s f****** fantastic cause it proves her and her brand are resonating enormously with a wide spectrum of buyers.

  4. Meme October 25, 2017

    More like black selling power. There are other races that uses Fenty Beauty. The line caters to all skin tones. Congrats to the young mogul killing the game that is rihanna

    • ??? October 25, 2017

      lol but it was created and designed for BLACK WOMEN. stop trying to devalue its purpose just to make the white man feel better lol.

      • blue October 25, 2017

        that is completely wrong. the keyword is diverse, it was made to also cater to black women, it was created for all skin tones…hence the equal distribution of foundation across all skin tones. so black selling power not buying power

  5. Achooo! October 25, 2017

    Fenty is going to be a success regardless because it caters to a underserved market women of color. Her products are sold out nationally with high demand she has great reviews from customers. Fenty sales will be consistent and it is a great investment. Congratulations! People of color has buying power as it always proven.

    • blue October 25, 2017

      sold out World Wide

  6. Anika Kelly October 25, 2017

    I just got my #FentyBeauty and let me tell ya. All the YT ladies in my office has complemented me on my face in the past few days. I told them who the products where buy and they all have order their color in #FentyBeauty. This foundation is so light weight and I don’t wear a lot of makeup but can wear this all day. Kudos Ms. Fenty.

  7. Danyboo October 25, 2017


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