Rihanna brings Fenty Beauty to Saint Lucia, expands Caribbean presence

Key Points

• Rihanna launches Fenty Beauty in Saint Lucia, expanding her Caribbean footprint with skincare, cosmetics, and fragrance offerings.
• Fenty’s Caribbean debut draws crowds at Castries Duty Free, with shoppers eager for in-person access to the globally popular brand.
• The expansion follows Rihanna’s 2024 rollout of Fenty Hair and entry into China, reinforcing her brand’s global growth strategy.

Robyn “Rihanna” Fenty, the global music icon and founder of Fenty Beauty, has expanded her cosmetics empire to Saint Lucia. The launch drew a crowd of beauty lovers eager to explore the brand’s offerings, which include Fenty Beauty, Fenty Skin, and Fenty Eau de Parfum.

Fenty launch draws Caribbean shoppers

The event at Castries Duty Free in La Place Carenage was lively and engaging, with live demonstrations and product testing stations. Makeup artists were available to help shoppers find the right shades and products that matched their skin tones. Many customers came with specific requests, some looking for their favorite items, while others were eager to try the brand for the first time. There was a genuine excitement in the air, especially among those who had only heard about the brand before and were now able to experience it firsthand.

Rihanna, who hails from Barbados, shared her excitement about the launch. “I am so excited to FINALLY bring Fenty Beauty, Skin and Fragrance brands to the Caribbean. I know the community has been waiting a long time,” she said in a statement. Emma Degazon-Adley, area retail manager for the store, noted that the brand’s arrival brings both quality and accessibility. “As far as assortment, we have exactly what people will be looking for,” she told St Lucia Times. “We have exactly the same prices that you see in the other stores.”

Rihanna expands Fenty into haircare

Fenty Beauty first made waves in 2017 with a launch that redefined diversity in the beauty industry. Created in partnership with luxury giant LVMH, the brand quickly took off, generating more than $550 million in annual revenue by 2020. It’s now sold in over 150 countries online and in Sephora stores in markets including the U.S., Canada, France, and Australia.

In 2024, Rihanna introduced Fenty Hair, her latest addition to the brand family. The launch came just as the global hair care market is projected to reach over $107 billion by 2027, according to Technavio. The move signals her broader ambition to continue expanding into new segments of the beauty world.

That same year, just two weeks after unveiling Fenty Hair, Rihanna was announced as the new face of Christian Dior’s J’Adore perfume, with a campaign that debuted on Sept. 1. She also marked another major milestone in 2024: entering the Chinese market, with Fenty Beauty products now available in select Sephora stores in Hong Kong and Macau. This follows earlier expansions into India and Africa, underscoring her goal to make the brand truly global.

Rihanna’s reign continues in fashion

Beyond beauty, Rihanna has also made her mark in fashion. She owns a 30 percent stake in Savage X Fenty, the lingerie brand she co-founded in 2018 with TechStyle Fashion Group. The company attracted major investors, including Marcy Venture Partners, L. Catterton, and even LVMH chairman Bernard Arnault. A 2021 funding round pushed valuation to $1 billion.

In 2023, Rihanna also returned to Puma, reviving her long-standing collaboration with the German sportswear giant. The Fenty x Puma Avanti sneaker line blends sporty design with her signature style—and like much of what she touches, it has found eager fans. With each new launch, Rihanna continues to grow her influence, not just as a pop icon, but as a businesswoman shaping global beauty and fashion markets.