Rihanna’s success as a billionaire goes beyond her music career. She’s proven herself as a savvy business mogul with her thriving brands, including the cosmetics giant Fenty Beauty, valued at an estimated $2.8 billion by Forbes, and her lingerie line Savage X Fenty.
Her recent venture in China to promote makeup products demonstrates her keen understanding of the lucrative Gen Z market, primarily online.
At a Fenty Beauty pop-up event in Shanghai’s photography museum, Rihanna not only showcased her makeup prowess but also her culinary skills by making “jianbing” – a popular Chinese breakfast crepe.
Dressed elegantly in black, Rihanna’s culinary demonstration sparked excitement on Chinese social media platforms. Fans marveled at her multitasking abilities, with one jokingly commenting on Douyin, China’s TikTok, about her crepe-making skills versus releasing a new album.
Rihanna’s connection with Chinese culture, evident from her previous appearances in April’s Vogue China cover and her fashion choices at the China-themed Met Gala in 2015, resonated deeply with fans.
The decision to serve jianbing was a strategic move that resonated with her Chinese fanbase, who affectionately nicknamed her the “Queen of Shandong” after her hit song “We Found Love.”
The buzz surrounding Rihanna’s jianbing-making session amplified her earlier appearance on Douyin, where she hosted livestream sessions showcasing Fenty Beauty products. Her presence catapulted her to the top trending topics on Weibo.
Douyin’s role as a major platform for online shopping, coupled with Rihanna’s star power, made her appearance a significant moment in China’s e-commerce landscape.
Rihanna’s participation in Douyin’s “618” campaign underscores her commitment to expanding Fenty Beauty’s presence in China. Since its launch in 2019, the brand has made strides in the Chinese market, offering diverse and inclusive cosmetics.
As Fenty Beauty continues to make waves globally, Rihanna’s business acumen reshapes the beauty industry, inspiring other brands to embrace diversity and inclusivity in their product offerings.