(Bloomberg Businessweek) -- Rihanna broke through the very white and mostly male ranks of the world's largest luxury fashion company in part because it had already worked with her. Her Fenty Beauty line, also part of LVMH, changed cosmetics when it was introduced two years ago with 40 shades of foundation. The company did $562 million in sales in its first year by appealing to women of color who'd previously settled for makeup that didn't match their skin tone. Now CoverGirl, Maybelline, Christian Dior, and Mac Cosmetics all offer at least 40 shades, too.
Rihanna—whose full name is Robyn Rihanna Fenty—has said she wants her fashion line to be “as disruptive as possible.” Her clothes will go up to U.S. size 14 and won't be previewed in fashion shows. New collections will drop monthly and be available to purchase online immediately because millennials, Rihanna has said, don't like waiting to buy things. But they are willing to pay $120 for a see-through T-shirt.
To contact the editor responsible for this story: Claire Suddath at csuddath@bloomberg.net, Jeremy Keehn
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