Rihanna’s new skincare line, Fenty Skin, is finally here. As with prior Fenty releases, there was so much anticipation for the early access day. Everyone wanted to be one of the first to shop the new goods online. Therefore, customers who logged onto the site on July 29th at midnight EST found themselves staring at a countdown screen, with some reporting wait times that exceeded an hour.

The launch was rolled out with a series of visuals that culminated in a virtual pre-release party—online bouncer and cocktail recipes included—on July 29th. Days prior, Rihanna shared a Youtube video that detailed her inspiration for Fenty Skin, tying it into the appeal of her immensely successful and inclusive cosmetics brand Fenty Beauty. “I believe that great skin makes great makeup and so great makeup looks like great skin. So the inspiration behind Fenty Skin was just creating that foundation,” the singer said.
There was also an emphasis on making great skin more financially accessible and gender-inclusive. In her first announcements for this next move in her career, Rihanna teased the brand by responding to tweets that had previously expressed longing for a Fenty skincare line. “Whoever told you skincare has a gender, LIED to you,” she replied to one user. Shortly after, beauty lovers received a star-studded Fenty Skin commercial featuring the likes of rapper Lil Nas X and model Paloma Elsesser hanging out with RiRi herself. New York-based esthetician Sean Garrette was also announced as an ambassador in a separate video where he samples the inaugural Fenty Skin products: the 3-step Start’rs kit.
Each product serves a dual function and as multitasking skincare essentials, Fenty Skin is intended to simplify one’s daily routine. The routine consists of the following: The Total Cleans’r Remove-It-All Cleanser, the Fat Water Pore Refining Toner Serum, and the Hydra Vizor sunscreen (also made to work as a moisturizer). The products aim to be vegan, clean, and gluten-free with many hydrating, superfood ingredients to benefit the skin’s glow and overall health. The brand is also notably earth-conscious.
The relatable visuals and cult following of previous Fenty products set a major tone for what transpired when Fenty Skin released. By the official launch day (July 31st), the Start’rs gift set was sold out.