When news broke that Rihanna’s Fenty Hair products were hitting discount retailers like Marshalls and Ross, the internet pounced. Headlines declared the brand a failure, critics pointed fingers at the product line’s pricing and positioning, and social media was flooded with claims that Fenty Hair simply “wasn’t giving.” But is this really a story of a failed celebrity brand—or is something deeper at play?
The beauty industry thrives on hype. Launches are grand spectacles, fueled by influencer marketing, celebrity endorsements, and promises of revolutionary results. But behind the scenes, the cycle is ruthless: brands are expected to explode onto the market, drive millions in sales within months, and maintain that momentum indefinitely. If they don’t, they are cast aside—often unfairly.
Take Kylie Jenner’s Kylie Cosmetics: a billion-dollar valuation followed by a near-invisible presence in the market today. Or Jaclyn Hill’s beauty line, which went from viral to irrelevant almost overnight. Even Lady Gaga’s Haus Labs had to undergo a major rebrand after failing to sustain interest.
The pattern is clear: the beauty industry sets brands up for an unsustainable sprint, and when they inevitably slow down, the narrative shifts from “success story” to “flop.” But why does this happen?
Fenty Hair’s supposed failure is being pinned on Rihanna’s lack of promotion, high product prices, and stiff competition. Yet, consider this: when Fenty Beauty launched in 2017, it disrupted the makeup industry with an unprecedented 40-shade foundation range. It thrived because it filled a real gap in the market. Fenty Hair, on the other hand, entered an oversaturated haircare space where well-established brands already dominate.
Moreover, the Black haircare market—a key demographic for Fenty Hair—is both fiercely loyal and deeply knowledgeable. Unlike makeup, where innovation can be a game-changer, hair products are judged on long-term effectiveness rather than celebrity hype. If Fenty Hair didn’t immediately resonate, it wasn’t necessarily a reflection of quality but rather a mismatch between expectation and execution.
Another factor that may have contributed to Fenty Hair’s struggle is Rihanna’s own image in relation to the product. She has frequently been seen wearing wigs, weaves, and protective styles, which—while common in the Black hair community—raises questions about authenticity when marketing a haircare brand. Even more concerning for some consumers is the visible damage to her natural hair in some recent appearances. If the face of the brand isn’t showcasing healthy, thriving hair, why should consumers trust the products? It’s a stark contrast to other celebrity haircare brands like Tracee Ellis Ross’s Pattern, where the founder openly embraces and flaunts her natural curls.
Adding fuel to the fire, Beyoncé’s CÉCRED Hair has been receiving widespread praise for its quality, thoughtful formulation, and luxurious experience. Unlike Fenty Hair, which some consumers found overpriced for its perceived effectiveness, CÉCRED has been strategically marketed with a strong focus on science-backed formulas, hydration, and nourishment. The difference in reception is undeniable—while Fenty Hair is moving to discount stores, CÉCRED is expanding, securing a major retail deal with Ulta Beauty to launch nationwide on April 6, 2025. This move signals not only consumer trust in Beyoncé’s brand but also Ulta’s confidence in its long-term success.
The moment a brand lands in discount stores, the public assumes it’s dead. But is that really the case? Designer brands like Calvin Klein and Michael Kors have been sold in discount chains for years without losing their prestige. Major beauty names, including Anastasia Beverly Hills and Too Faced, have appeared in TJ Maxx and Marshalls without the same level of scrutiny.
So why is Fenty Hair’s discount store presence being framed as proof of failure? Could it be that Rihanna—one of the most successful celebrity entrepreneurs—poses a threat to an industry that prefers its winners to be carefully controlled?
What if Fenty Hair’s struggle isn’t about the products themselves but about the larger forces shaping the beauty industry? Major beauty conglomerates like L’Oréal and Estée Lauder control much of the market. Independent brands often struggle against these giants, and celebrity names don’t guarantee success. The industry has seen countless big-name launches fizzle out, not because of bad products but because of market saturation, distribution challenges, and the unpredictability of consumer trends.
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Rihanna’s Fenty empire changed the beauty industry once before. Perhaps Fenty Hair is simply experiencing the growing pains of a brand that dared to enter a space that isn’t as easily shaken. Or maybe this "failure" narrative is just another way the industry punishes brands that don’t conform to its rules.
Before we rush to declare Fenty Hair a failure, let’s ask: Who benefits from that narrative? Is it competitors looking to capitalize on Fenty Hair’s stumble? The media feeding off controversy? Or an industry that punishes brands that don’t immediately perform to impossible standards?
Rather than write off Fenty Hair, maybe the real conversation should be about why the beauty industry continues to eat its own—and who gets to decide which brands are worth saving.
What do you think? Is Fenty Hair really a flop, or is this just another example of a market designed to tear down the very brands it once celebrated?
