Rihanna’s Fenty Beauty to Join Major Australian Department Store

Myer has announced that FENTY BEAUTY will join its growing stable of beauty brands, arriving in all Myer stores and online this May.

Rihanna created Fenty Beauty “so that women everywhere would be included,” focusing on a wide range of traditionally hard-to-match skin tones, developing formulas that work for all skin types, and pinpointing universal shades. Her vision, above all, is to inspire: “Makeup is there for you to have fun with. It should never feel like pressure. It should never feel like a uniform. Feel free to take chances, and take risks, and dare to do something new or different.”

Rihanna was inspired to create the world of Fenty Beauty brands after years of partnering with the best of the best in the beauty industry—and still seeing a void for products that performed across all skin tones + types and hair textures.

As part of this department store exclusive, Myer will range all segments of the FENTY BEAUTY BRANDS, including FENTY BEAUTY, FENTY SKIN, and an exclusive Australian retailer launch of FENTY EAU DE PARFUM.
The arrival of FENTY BEAUTY forms part of a broader partnership between Myer and Kendo Brands. Myer Chief Merchandise Officer Belinda Slifkas shared her excitement for the arrival of the new brands, adding that the launch of FENTY BEAUTY supports the continued transformation of the Myer beauty department to engage a younger customer base.
“We’re thrilled to introduce FENTY BEAUTY to Myer customers across Australia, in what is set to be one of our most exciting and highly anticipated launches in recent years,” Ms Slifkas said.
“Rihanna and the FENTY BEAUTY team have built a brand that truly champions inclusivity, with products designed to celebrate every skin tone and skin type. We know this commitment to diversity will deeply resonate with our customers – especially as online search data already shows they’ve been actively looking for FENTY BEAUTY at Myer.”
“The launch of FENTY BEAUTY marks a major step forward in our strategy to engage and inspire younger shoppers, and this is only the beginning for us. We’re clear on the brands we need to go after to achieve this, and we look forward to sharing more exciting announcements in the future.”
Antonius Hanegraaf, Vice President APAC of Kendo Brands, said: “This partnership marks the opening of an exciting new chapter for our brands in one of our most successful international markets. Myer is unfolding an inspiring new retail vision, and we are looking forward to bringing unique launches and viral products to all their shoppers across the country.”

Over the past 12 months, Myer has introduced 22 new brands representing 1,731 new SKUs, marking marking the initial stages of the most significant transformation the Myer beauty department has ever undertaken.

You can shop beauty at Myer here.