Rihanna’s long-teased beauty line finally, finally has an official launch date. Fenty Beauty will arrive on September 8, according to the Bad Gal’s Instagram account, which also noted that the line will be available at Sephora and U.K. department store Harvey Nichols in addition to the Fenty Beauty Web site.
While the singer has long taken on a broad array of non-music projects and collaborations, including designing her own fashion line, Fenty x Puma, and becoming the first black spokeswoman for Dior, her foray into cosmetics has been years in the making.
In August 2014, Rihanna and her team secured trademarks for a variety of potential businesses under the singer’s last name, including Fenty Clothing and Fenty Intimates, along with Fenty Beauty, Fenty Cosmetics, and Fenty Makeup.
Then, in August 2015, Rihanna was surprised to learn that the world had caught on to those applications and admitted to Refinery29 that she was, in fact, working on a beauty line that would launch . . . eventually.
“It’s something that I’ve always wanted to do, but I’ve always had so much on my hands,” she said. “But, this time, I’m going to make sure it happens. I’m going to find some time between albums and fragrance to do that. I promise.”
It wasn’t until 2017 that Fenty Beauty seemed like it was really happening. In May, Rihanna tweeted that the line would launch in the fall, adding a link to its Web site where fans could sign up to join “the new generation of beauty.”
While Fenty Beauty will reach wide audiences this fall, Rihanna herself has already started repping the brand. In April, a fan on the red carpet asked her what highlighter she was wearing. “It’s mine,” she responded. Then, “Face by @fentybeauty,” she captioned an image from the premiere of Valerian and the City of a Thousand Planets last week. But aside from wearing her own products in public—as she’s also been known to do with her eponymous Puma label—Rihanna has given little sense of what Fenty Beauty will look like. When she spoke with Refinery29 back in 2015, she mentioned a few science-fiction propositions for what she might want from a beauty label.
“Lashes that could just put themselves on,” she listed, “lipstick that doesn’t move, but doesn’t dry your lips out, that you don’t need a liner for.”
So, until we’re instructed otherwise, this is exactly the kind of ambitious product we’ll expect from the Fenty Beauty release this fall.