She didn’t sell makeup. She sold representation

She disrupted an entire industry with one simple idea.

Author

Stephen Stanberry
May 15th, 2025

In partnership with

friend! I’ll be honest, Fenty wasn’t made for me.
But when I saw their launch campaign in 2017,
I felt something shift.

It didn’t feel like marketing.
It felt like a correction.

Because while most brands were talking to the middle,
Rihanna spoke to the people who’d been left out.

And suddenly, the whole world listened.

Most celebrity brands ride the hype cycle.

Big name. Big launch. Quiet fade.

But Fenty didn’t fade.
It flipped the beauty industry.
$100M in sales in the first 40 days.
And more importantly loyalty that stuck.

Because this wasn’t just a values play.
It was a masterclass in strategy and execution.

The founder: Rihanna. CEO of Fenty Beauty.

Launched with 40 foundation shades and a clear mission:
Make everyone feel seen.

She didn’t start with scale.
She started with inclusion.

And scaled because of it.

What she got right (and what you can steal):

→ 1. She led with story—but backed it with systems.
40 shades weren’t a marketing gimmick.
They were in stock. In stores. Ready to go.
That kind of operational alignment? Rare. And powerful.

→ 2. She didn’t “say” she was inclusive. She showed it.
Every campaign. Every product. Every model.
No vague promises. Just lived values.
That’s how you build instant trust—and sustain it.

→ 3. She used empathy as a wedge—and excellence as a weapon.
She saw an underserved audience and built with them.
But she didn’t stop there.
She made sure the product delivered.
That’s what kept people coming back.

This story reminded me that vision gets attention.
But execution earns belief.

It’s not about hype.
It’s about alignment—between what you say, what you do, and who you serve.

And when that lines up?

That’s when you stop selling… and start building something that spreads.

—

Stephen

Small Budget, Big Impact: Outsmart Your Larger Competitors

Being outspent doesn't mean being outmarketed. Our latest resource showcases 15 small businesses that leveraged creativity instead of cash to achieve remarkable marketing wins against much larger competitors.

  • Proven techniques for standing out in crowded markets without massive budgets

  • Tactical approaches that turn resource constraints into competitive advantages

  • Real-world examples of small teams creating outsized market impact

Ready to level the playing field? Download now to discover the exact frameworks these brands used to compete and win.

Reply

or to participate.