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Library/Product/Fenty Beauty Launch
Grade B30 sourcesHIS-00161

Fenty Beauty Launch

Product · 2017 · Notable

Made by Fenty Beauty in-house · Source

53Editable slideCertificate

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

Fenty Beauty Is One of TIME's 50 Genius Companies 2018
TIME
Pro Filt'r Soft Matte Longwear Foundation bottle from Fenty Beauty's launch press release.
Fenty Beauty by Rihanna
"Valerian And The City Of A Thousand Planets" European Premiere - Red Carpet Arrivals
TIME
Rihanna Launches Fenty Beauty, a Global Makeup Brand, in 17 Countries
Fenty Beauty by Rihanna / PR Newswire
2017-Best-Inventions-Social
TIME
How Rihanna’s Fenty Beauty delivered ‘Beauty for All’ | The Marketing Society
Kendo CMO Sandy Saputo / The Marketing Society
Rihanna is Coming For The Beauty Industry on The Viral List - YPulse
YPulse
Fenty Beauty by Rihanna celebrates all skin tones (finally!) and we had to try it
WOIO / Cleveland 19 News

Spread Score

How it works
Reach56Contagion35Breadth80Velocity35Longevity5053

Numbers

Dash Hudson estimated first-month Instagram impressions
1.6B
As of Oct 10, 2017 · Instagram · Self-reported · Dash Hudson / Hélène Heath
Seed to peak
3 days
Sep 8 ’17 to Sep 11 ’17
Platforms
6
Started on Retail
Origin
Mixed
Beauty & personal care

Mechanics

  • Maker origin
  • Platform jumpPrimary
  • Press loop
  • Sell-out loop
  • Creator relay
  • Visible in use

How it spread

Trace the origin

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.

Google searchesJun ’17AugSepOctNovDecApr ’18JulOctPeakInstagramXPressRetailYouTubeOpen web
InstagramXPressRetailYouTubeOpen web

13 more events on this chart

Join free to see them

Timeline (16)

  1. May 2017

    Rihanna precursor · May 31 ’17

    Rihanna announced Fenty Beauty's fall launch on Instagram and Twitter.[1]

    Open the first post ↗

  2. August 2017

    Rihanna precursor · Aug 1 ’17

    Rihanna announced that Fenty Beauty would launch globally on September 8.[2]

  3. September 2017

    Rihanna precursor · Sep 1 ’17

    Rihanna released a Fenty Beauty campaign video featuring models of color.[3][1]

Changelogupdated Oct 12 ’26
  1. 2026-10-12Added: 16 events, 24 sources · Score 47
Origin
Mixed
Sector
Beauty & personal care
Region
Global
Dash Hudson estimated first-month Instagram impressions
1.6B
As of Oct 10, 2017 · Instagram · Self-reported · Dash Hudson / Hélène Heath
Evidence
Grade B

Spread the same way

e.l.f. x Dunkin' Makeup Collection

Open web · 2022

60
When @Mikayla Nogueira says the e.l.f. x Dunkin collection is literally iconic 😩💋 #elfxdunkin #elfcosmetics

5B impressions

KVD Good Apple Foundation

Retail · 2021

51
Good Apple foundation balm compacts on red apples, from KVD Beauty’s Feelunique launch release.

666M impressions

Rare Beauty Rare Eau de Parfum

Reddit · 2025

34
Rare Eau de Parfum bottle with its oversized pump

1B impressions

Abercrombie corset maxi dress review chain

TikTok · 2022

33
TikTok video by @oliviaamcdowell

New cases, every week

How the next thing spread, the week it does.

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· Source
Google searchesJun ’17AugSepOctNovDecApr ’18JulOctPeakInstagramXPressRetailYouTubeOpen web
InstagramXPressRetailYouTubeOpen web

13 more events on this chart

Join free to see them

  1. May 2017

    Rihanna precursor · May 31 ’17

    Rihanna announced Fenty Beauty's fall launch on Instagram and Twitter.[1]

    Open the first post ↗

  2. August 2017

    Rihanna precursor · Aug 1 ’17

    Rihanna announced that Fenty Beauty would launch globally on September 8.[2]

  3. September 2017

    Rihanna precursor · Sep 1 ’17

    Rihanna released a Fenty Beauty campaign video featuring models of color.[3][1]

  1. precursor · Week of Sep 5, 2017

  2. precursor · Sep 7 ’17

Join free to see the other 13 events and the full chart. Free, on every case.

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Why it worked

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