Rihanna brings Fenty Beauty to India: Reasons we believe she's desi AF!

From performing at Ambani pre-wedding bash to embracing Indian fashion greats such as Sabyasachi and Manish Malhotra, global music superstar Rihanna has made no mystery of her increasing love for Indian culture. Now, she's going further with a beauty empire move that's all set to disrupt the Indian skincare and makeup market.

Fenty Beauty's official entry in India

Following a gentle launch through Nykaa's Global Store last year, 2024, Fenty Beauty is going all out. The company is having a big-bang launch across Reliance-run Sephora and Tira stores on August 7, officially stepping into one of the world's fastest-growing beauty markets. And it's not by chance.

India's personal and beauty care industry stands at $28 billion today, expected to spike up to $34 billion by 2028, rising by a robust 10-11% year on year. With growth at this pace, and viewers now moving toward more inclusive, global, and good-quality beauty products, Fenty's timing could not be more opportune.

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A kaali-peeli & kitsch-infused launch video

Never one to do things halfway, Rihanna chose a uniquely Indian way to announce the brand’s arrival. The launch video featured Mumbai’s iconic kaali-peeli taxi, a cultural staple and nostalgic symbol for many Indians. Bright, bold, and unmistakably local, the imagery perfectly captured the intersection of Fenty’s global appeal and India’s unique urban vibe.

And it didn’t stop there.

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Riri in desi glam: Sabyasachi, Manish Malhotra & more

In another announcement clip, Rihanna was seen dressed in traditional Indian attire, layered in heavy jewellery, and styled with a clear nod to Indian bridal fashion. With Sabyasachi’s regal aesthetics and Manish Malhotra’s signature sparkle, she fully leaned into desi glam and fans couldn’t get enough.

The imagery was both a homage to Indian style and a smart method of making the launch personal and relevant to culture. It wasn't about selling lipstick; it was about coming into India with authenticity and glamour.

Why this matters: Representation meets global business

Fenty Beauty has long been positioning itself as a beauty brand that is inclusive, renowned for having one of the most wide-ranging foundation color options on the market. That message resonates very powerfully in a nation like India, where beauty standards are changing at a fast pace.

By merging true cultural narrative with good business timing, Rihanna's Fenty Beauty is not only coming to India—it's arriving with impact. In a market where affordability and prestige exist side-by-side, Fenty stands ready to create a distinctive niche among newer consumers who long for quality, international trends, and domestic applicability.

From Global to Glocal

From kaali-peeli cabs to couture-grade lehengas, Rihanna's Indian launch proves that international brands succeed big when they smartly localize. And with Riri at the steering wheel, look forward to the launch being as stylish as it is pioneering.

So, are you in for shopping Fenty in Sephora and Tira this August 7? Because Rihanna's not merely singing for India—she's constructing beauty bridges.