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The once white-hot, Rihanna-fronted beauty brand has cooled significantly, and co-owner LVMH is shopping its stake. As the rules of celebrity beauty lines keep changing, and the competition mounts, where does Fenty’s future lie?
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Last fall, reports emerged that LVMH was looking to offload its stake in Rihanna’s once-groundbreaking business, Fenty Beauty. Many were shocked, given the seismic success the brand had achieved. In the decade since it launched, in 2017, Fenty revolutionized consumer expectations with its wide-ranging and inclusive approach to foundations. After Fenty, it was a cancelable offense to not offer diverse shade ranges from the get-go.
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