Rihanna’s massive cosmetics brand, Fenty Beauty, could be making a move into the metaverse as revealed by a new related trademark filing was established for the beauty brand.
U.S. trademark attorney, Josh Gerben, who reported the new trademark, notes that Rihanna will offer virtual cosmetics and hair care products under the Fenty brand.
The filing includes downloadable virtual goods for computer games featuring cosmetics and makeup for use in online virtual worlds, retail store services, online entertainment services and mobile applications. This also covers NFTs and digital media.
Additionally, the trademark filing includes other virtual goods, such as digital art and photographs, and other digital tokens based on blockchain technology.
Rihanna appears to be following a string of similar trademarks established by high-end beauty brands. One of the largest cosmetics and beauty companies in the world, L’Oréal group, with a brand value of nearly $30 billion, filed 17 trademark applications in the NFT and metaverse categories.
Rihanna’s successes
After her debut on the music scene in the early 2000s, Rihanna skyrocketed to the top of the music charts and into international fame, beloved by millions of fans.
Following her success in the music industry, Rihanna became an entrepreneur, building the cosmetic and skincare brand Fenty Beauty, trademarking her last name as the company’s brand name. Fenty Beauty is popular for its broad inclusivity across skin tones and gender, which currently has over 50 shades.
Rihanna grew Fenty Beauty into a $570M company in just 4 years. The brand has had great success across 1,600 stores in 17 countries.
Around the same time, Rihanna also launched an inclusive lingerie line called Savage X Fenty, which is already a multi-million dollar company and may possibly offer an IPO soon.
Last year, Rihanna officially joined the ranks of billionaires when Forbes estimated her net worth at $1.7 billion, with a majority of her wealth coming from her Fenty brands, worth about $1.4 billion.
Looking ahead
With Fenty Beauty, Rihanna hopes to create makeup that inspires.
“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,” says Rihanna.
The businesswoman’s values on beauty appear to align with the fun, adventurous, and ever-evolving nature of Web3.
The question is: will Rihanna’s entry into the metaverse under her Fenty umbrella shine bright like a diamond like her past entrepreneurial successes? Very few celebrities venturing into Web3 have found success, but considering the pop goddess’ ability to think outside the box and venture into the unknown, she has a good fighting chance.
