Fenty Beauty one year on: What the rise of the 'credible celebrity' means for brands

By Sarah Parsons 28-Aug-2018

As Rihanna’s Fenty celebrates its first anniversary in September, Cosmetics Business explores how celebrity – from Goop to Max Factor – has changed the face of beauty brands

Rihanna and Kendo's Fenty Beauty launched in September 2017

The stars are in consumers’ eyes more than ever before. Every day millions of thumbs scroll through social media feeds to catch up with the glamourous and mundane antics of fans’ favourite musicians, actresses, models and reality stars.

In fact, some 788 million followers have chosen to connect with the top ten largest Twitter accounts, including CoverGirl’s Katy Perry, Fenty’s Rihanna and beauty entrepreneur Kim Kardashian West.

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That would make these top ten accounts equivalent ...

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