Dive Brief:

• Rihanna on Friday launched her second beauty brand, Fenty Skin, in partnership with LVMH-owned beauty developer Kendo Brands. The products are available exclusively on the brand's website, according to a company press release.

• Like Fenty Beauty, which launched in 2017, Fenty Skin is aimed at inclusivity, and as a result all products were tested on all skin tones, textures and types. Products were also made with clean, vegan, gluten-free and oil-free formulas, and "earth-conscious" packaging, including using post-consumer recycled materials, creating refill systems and eliminating boxes where possible.

• The brand is launching with three products: a cleanser ($25), a toner-serum ($28) and a moisturizer-sunscreen ($35). As part of the launch, Sean Garrette, a licensed esthetician, skincare expert and founder of Sean Garrette Skin, will be Fenty Skin's ambassador.

Dive Insight:

Almost three years after Fenty Beauty launched, and kickstarted a larger inclusivity movement in beauty, Rihanna's skincare brand is debuting, referring to itself in press materials as "the new culture of skincare." 

The latest brand under the Fenty heading also comes a little over a year after Rihanna announced a fashion house with LVMH, and two years after Rihanna launched a Savage x Fenty lingerie line. Like Fenty Beauty, Rihanna's skincare brand is focused on inclusivity, and that started with issues Rihanna had with products she had used growing up.

"I'm a woman of color and I have a lot of sensitivity in a lot of areas on my face," Rihanna said in a video accompanying the press release. "So I get really picky with products and a lot of times I get scared and cautious. I wanted a product that just worked. More than anything, that was just the most important thing for me: something that worked for everyone." 

In addition to an inclusive testing process, Fenty Skin also hits on several other trends in the beauty space, specifically clean ingredients and sustainable practices. Clean beauty products have been in high demand in recent years, and top players in the beauty industry have found ways to highlight which products meet the criteria consumers are looking for. 

Neiman Marcus launched a clean beauty shop online in October, Sephora introduced a clean beauty label in 2018 and just last month Ulta unveiled a conscious beauty initiative that includes labeling products as vegan or clean, piloting a circular shopping experience and setting sustainable packaging goals. Fenty Skin carries on all of those efforts as well, with the added goal of affordability. As of Tuesday morning, the "Fenty Skin Start'rs" package, which includes all three of the new products, was sold out, as was the cleanser.

"I wanted the best ingredients and I didn't want it to cost a lot," Rihanna said in press materials, adding that Fenty Skin is focused for the moment on a small number of products consumers need. "Make them better than everything I've ever used, anything I've ever encountered and everything that's on the market that's confused me because I believe that that's what people deserve: They deserve great product, great skin and it should not be inaccessible."