In early 2021, Rihanna announced that due to the coronavirus, she was forced to suspend the operations of her fashion house, Fenty, indefinitely, and only complete ongoing projects. This move certainly showed that the pandemic, regardless of the person or the popularity of a given brand, can significantly hinder, or even halt, all businesses.
However, less than a month later, news surfaced that Rihanna had registered a new trademark, “Fenty Hair,” which is intended to cover a new line of cosmetics and hair care products. Interestingly, the new trademark promoted by the singer covers products such as glitter, hair repair fluids, various types of hair dyes and shampoos, but also devices such as curling irons and hair straighteners.
In the age of the pandemic, does such a move make sense? Probably yes, as Rihanna’s previous projects and her brands have enjoyed great popularity and brought her huge profits. In this case, the closure of the fashion house probably indicated not so much business problems caused by Covid-19, but rather a rational suspension of the least profitable business and the opening of a new, more lucrative one in its place.
Thus, in addition to the Fenty Skin, Fenty Beauty, and Savage x Fenty brands, Rihanna has introduced a new line and trademark to her extensive collection – Fenty Hair.
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