“She can beat me, but she can’t beat my outfit.” Rihanna, a name in the music, fashion, film, and
beauty industry, needs no introduction. Fenty, a 570-million-dollar cosmetic and skincare brand
launched in 2017 by Rihanna, is now splashing like summer all over the metaverse. Mike
Kondoudis says that Rihanna’s new beauty brand hit has filed five trademark applications for
Fenty. What does that mean for the future of the metaverse? Will it bring change to the cosmetics
industry and redefine the history of the revolutionary brand built by a boundary-breaking icon? We
are here to spill the tea:

Rihanna declared: women everywhere must be included! Her move towards the metaverse stands
for that. In 17 countries, Fenty Beauty has exceeded $2.8 billion in market value making beauty
more accessible and modern than ever. Can you imagine Fenty NFTs and virtual goods like
makeup, hair, and cosmetics available to you? “Makeup is there for you to have fun with,” says
the founder, CEO & and owner of FENTY BEAUTY, who made the cosmetics industry spin around,
opening eyes and claiming incredible success as hers, now not only in real life: yet in the
metaverse too. The trademark includes virtual goods, retail store services, entertainment services,
mobile applications, makeup-focused computer games, virtual merchandise, virtual environments
for haircare and skincare, mobile apps, and NFTs. You can not touch, smell or feel in digital
realms, so how can beauty change and adapt to the metaverse in a blink of an eye? Fenty may
revolutionize its history, yet the beauty industry is already changing thanks to brands adapting to
the digital transformations: Charlotte Tilbury, Lottie London, YSL, Estée Lauder, and L’Oréal are
now one with the metaverse. Fenty and many beauty powerhouses could be the change we wish
to see in the world: creativity, self-expression, inclusivity, diversity, and environmental
consciousness are written in brand DNAs. “The metaverse… will unlock more surreal beauty
looks, new areas of inclusivity and abstract self-expression,” says Jon Roman, SVP, global
consumer marketing and online at Estée Lauder. Like a reluctant child, sometimes the only thing I
want is my Mom’s makeup to play with, yet an adventure-ready part of me is eager to see how
beauty breaks boundaries.