Fenty Beauty Makes a Grand Entrance in India with Sephora and Tira Beauty

Fenty Beauty launches in India. The cosmetics brand owned by luxury conglomerate LVMH and singer Rihanna has teamed up with Reliance Retail, one of India’s largest fashion retailers, to enter the country with Sephora and Tira Beauty. The deal involves both the company’s exit into the online and physical market, with the opening of fifty stores.

Thus, a total of 16 cities will carry the makeup and skin care line at Sephora India and Tira Beauty from August 7th. Reliance Retail director Isha Ambani said the deal is a step towards making global brands like Fenty Beauty available to the Indian consumer. For her part, Rihanna has made the announcement on her social media.

Reliance Retail operates chains such as Smart Bazaar in India, in addition to foreign franchises such as 7-Eleven and Sephora, also owned by LVMH. Tira Beauty, Reliance’s specialty beauty store, opened in 2023.

Fenty Beauty will be available in 16 Indian cities, with Sephora and Tira Beauty, from August 7th.

Fenty beauty was available in India only online through retailer Nykaa’s Cross Border Store since 2024. However, according to BoF, Fenty Beauty products have been gradually disappearing from its offerings.

The Fenty Beauty brand was born in 2017 under the umbrella of Kendo, the LVMH group’s cosmetics project accelerator. The firm sought to position itself as a more inclusive brand than those hitherto present on the market, by offering foundations for all skin tones. It generated, according to Forbes, $550 million in revenue in 2020 and its valuation is around $2.8 billion.

Two years later, in 2019, the concept evolved into the fashion sector, with the launch of Fenty, also between LVMH and Rihanna. However, the pandemic truncated the proposal and it closed in 2021.