Instead of just relying on her name to sell the brand, she focused on creating products that put the customer first and helped to increase diversity within the beauty business. However, Rihanna did something different from all the other celebs. From the Kardashians to Gwyneth Paltrow, famous faces have been adding their names to brands in the hope that their star power will help boost growth and revenue. When Rihanna announced her new beauty brand, Fenty, in 2017, many could be forgiven for thinking it would turn into just another celebrity-backed brand.
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