Superstar Rihanna’s Fenty Beauty headed to Melbourne, with Myer set to become home to the brand’s first concept store in Australia.
Fenty Beauty Lane will open inside the Bourke Street department store, marking only the fourth store of its kind in the world. The new space will put a focus on in-store services, giving beauty fans the chance to experience the brand in a more immersive way.
Fenty Beauty was launched by Rihanna in 2017 with a focus on making beauty more inclusive, particularly through its extensive range of foundation shades designed to suit a diverse range of skin tones. The brand quickly became known for products such as its Pro Filt’r foundation, Match Stix and Gloss Bomb, while its playful approach to makeup helped turn Fenty into one of the biggest names in modern beauty.
“The Fenty Brands were born from Rihanna’s passion for beauty and her vision to create a world where there are no rules for makeup, but to simply have fun with it,” Antonius Hanegraaf, VP of Kendo Brands Asia Pacific, said.
“Our first Australian concept store, Fenty Beauty Lane at Myer Melbourne, brings that spirit to life in a physical way, inviting customers to discover the brand through an immersive and unique Fenty Beauty world that is designed to pay homage to the Melbourne community and invite all to have fun with the brand.”
The Melbourne launch will also introduce new Fenty products, including the Fenty Eau de Parfum, which will be stocked exclusively at the Myer location.
“Fenty Beauty Lane creates a destination that translates the Fenty Beauty brand in a way that is undoubtedly Melbourne and reinforces our commitment to bringing iconic experiences to our customers,” added Belinda Slifkas, chief merchandising officer of Myer.
