Fenty Skin Expands Distribution to Ulta Beauty
Rihanna's Fenty Skin brand is expanding its distribution into Ulta Beauty stores. The move aims to make the popular skincare line more accessible to a wider consumer base. This expansion could lead to increased production volumes, creating potential future overstock opportunities for the off-price channel.
- Fenty Skin was developed by Rihanna in partnership with Kendo, a beauty brand incubator owned by luxury conglomerate LVMH. LVMH holds a 50.01% stake in the Fenty Beauty parent company. - Prior to this expansion, Fenty Beauty and Fenty Skin's primary brick-and-mortar distribution was through LVMH-owned Sephora and Harvey Nichols, part of a coordinated 2017 launch across 1,600 stores in 17 countries. - The brand's move into Ulta Beauty began with the Fenty Beauty makeup line, which entered all 1,300+ Ulta locations on March 6, 2022. This was cited as a strong performance driver for Ulta in the first quarter of 2022. - The Fenty Skin launch at Ulta was specifically highlighted by an exclusive body care collection that became available in October 2025, a move that supported Ulta's prestige skincare growth for that quarter. - This partnership is part of Ulta's broader strategy to enhance its luxury offerings and compete with Sephora by blending prestige and mass-market brands, a model that has included adding names like Chanel Beauté and MAC. - To further broaden its consumer base, Fenty Beauty also launched a curated collection of miniature products and sets called "Fenty Snackz" at Ulta Beauty at Target locations on October 1, 2023. - The initial Fenty Beauty launch was a massive success, generating over $550 million in revenue in its first year and creating the "Fenty Effect," which pressured competing brands to expand their own product ranges.
