Rihanna’s empire is growing.
You can already listen to her music as you use your Fenty Skincare before applying your Fenty make-up, while dressed in your Savage X Fenty lingerie. And pretty soon, you’ll be able to throw in a spritz of your Fenty perfume for good measure.
Not content with redefining couple’s style together with her beau A$AP Rocky, it seems Rih has been quietly building a fragrance arm for her business. So that’s what they talk about over dinner at Giorgio Baldi. The musician and mogul teased her latest venture on Wednesday 28 July with a cryptic Instagram post, as befits a modern CEO. “#FENTYPARFUM COMING SOON”, she wrote, signing off with a wide-eyed emoji. Our feelings exactly.
The news follows something of a blow for Rihanna’s game-changing Fenty brand back in February, when the singer confirmed she and her backers at LVMH had taken the decision to shutter her Fenty Maison fashion house, less than two years after its launch. Rihanna and LVMH said the ready-to-wear operation was being put on hold pending “better conditions”.
At the time they also emphasised their intention to “concentrate on the growth and the long-term development of the Fenty ecosystem, focusing on cosmetics, skincare and lingerie”, a pledge that now appears to be being honoured.
Though further details on how many fragrances we can expect (and what they’ll smell like) are under wraps for now, Rihanna’s signature scent is thought to be Kilian’s Love, Don’t Be Shy (R5045 at skins.co.za), which has notes of neroli, orange blossom and marshmallow.
Written by Kerry McDermott.
This article originally appeared on Vogue UK.
