Rihanna is breaking into the hair care market with the launch of Fenty Hair.
The singer and founder of Fenty Beauty, which sells skin care, fragrance and make-up products, announced her latest business venture on Instagram.
Fenty Hair will launch on 13 June and offer a “flexible line of products” designed for a variety of hair textures.
In the social media teaser video, Rihanna wears a trenchcoat and shaggy blonde pixie hairstyle, before turning to the camera and asking, "Are you ready?"
The beauty entrepreneur is then seen walking through a suburban neighbourhood, showcasing the different hairstyles and hair textures of the people who live there.
These include tight curls and afros, to big blow dries and slicked-back ponytails.
“You know how much switching my hair up matters to me,” Rihanna posted on Instagram.
“I have had almost every texture, colour [and] length, from weaves and braids to natural.
“So I am launching a flexible line of products for not only every hair want, but every single product is designed to strengthen and repair all types of hair, which is what we truly need.
“It is time to play and get stronger by the style.”
Details on Fenty Hair’s product line-up and pricing has not yet been revealed.
Consumers can sign up for early access to the hair care collection on fentyhair.com
Rihanna launched Fenty Beauty in partnership with LVMH in 2017 and disrupted the cosmetics category with an inclusive foundation range that spanned 40 shades.
She then expanded her beauty business in 2020 to include skin care, before debuting perfume brand Fenty Fragrance a year later.
The pop star, who was named in Forbes 2024 Billionaires Rich List, also owns lingerie company Savage X Fenty.
Rihanna is not the only A-lister moving into the hair care sector this year.
Singer Beyoncé debuted her textured hair care brand Cécred in February, which is based on keratin recovery tech.
British singer-songwriter Rita Ora, meanwhile, has teamed up with Vida Glow’s Anna Lahey to launch hair care line Typebea.