# Fenty Beauty Launch

> A 40-shade foundation launch spread through customer reviews and social reactions.

- Owner: Fenty Beauty / Rihanna / Kendo Brands
- Kind: Product
- Sector: Beauty & personal care
- Seed date: 2017-09-08
- Peak date: 2017-09-11
- Spread Score: 53 (Notable), v1.2
- Mechanics: Maker origin, Platform jump, Press loop, Sell-out loop, Creator relay, Visible in use

## Summary

Rihanna launched 40 foundation shades worldwide. Customer shade matches and YouTube reviews drew coverage; darker shades sold out. TIME later reported $100 million in first-40-day sales, while competitors expanded their ranges.

## Timeline

- 2017-05-31 — Rihanna (Instagram) — Rihanna announced Fenty Beauty's fall launch on Instagram and Twitter.
- 2017-08-01 — Rihanna (Instagram) — Rihanna announced that Fenty Beauty would launch globally on September 8.
- 2017-09-01 — Rihanna (X) — Rihanna released a Fenty Beauty campaign video featuring models of color.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/fenty-beauty-launch

Cite as: How It Spread (2026). “Fenty Beauty Launch.” Case HIS-00161. Spread Score v1.2: 53/100. Updated 2026-10-17. https://howitspread.com/id/HIS-00161