S.W.O.T Analysis


  1. Inclusive range of shades: Fenty Beauty was the first makeup brand to reject the societal norms that were excluding so many people by offering a shade range of over 40 options when launching in 2017. Today they offer 59 different shades of their best-selling foundation. This makeup is for every person, every skin tone, and every texture of skin. This is an inclusive and revolutionary business.
  2. Celebrity: Rihanna brings a level of celebrity to the company that is hard to challenge. The multifaceted global superstar brings a level of prestige and recognition that most brands have to wait years to earn. Additionally, Rihanna has years of experience being in the makeup chair, so consumers can be confident that she would create products that meet or exceed her standards. 
  3. High-quality products: Part of the conception of Fenty Beauty was to create a range of products that were easy to use and of high quality. The quality of products helps them maintain standing in the highly competitive beauty industry. They are cruelty-free and vegan as well as free of parabens, phthalates, and gluten.
  4. Innovative marketing: Fenty Beauty has been creative in the ways they promote their products and create organic coverage. For example, the Fenty Beauty cameo in Rihanna’s Superbowl performance launched an entire Super Bowl limited edition collection. 


  1. Affordability: The cost of Fenty Beauty & Skin products are not expensive compared to their luxury competitors, however, when promoting a highly inclusive brand where there is a product for everyone, their current price range could cost people out. Additionally, their international shipping is not subsidized which makes it harder for the international market to afford the products. 
  2. Limited accessibility: Fenty Beauty & Skin is not sold everywhere, there is a weakness due to the limited availability and accessibility for their customers. Their products are exclusively at Sephora, Sephora inside JCPenney, Sephora.com, Ulta Beauty, Ulta.com, Kohl’s, Kohls.com, and Fentybeauty.com.
  3. Celebrity Money Grab: Consumers are sometimes weary to purchase products from celebrities who might not have any qualifications to be in the industry. Some potential customers could see it as a money grab and not a genuine business endeavor. 


  1. Environmental Impact: Increase focus on sustainability and clean ingredients to service the growing amount of eco-conscious customers.
  2. Social Voice: Showcase support for women fighting for their right to choose in the Pro-Choice movement. 
  3. Influencer Field: Take advantage of the expanding influencer market to broaden the scope of viewers.
  4. Inclusivity: Support all genders, ages, races, and ethnicities with inclusive marketing campaigns and products that serve different demographics. 
  5. Technology Advancements: Utilize the power of AI and Chat-GBT technology to increase interaction with customers through social media comments, messaging, and website chat bots.


  1. Competition: Other brands on the market have been in the industry for decades and have a loyal following that has earned. There is always a risk that larger and more accessible makeup brands attract consumers away from Fenty Beauty. 
  2. Global economic conditions: To most, makeup is not a necessity, and considering that the US is facing the threat of a recession, consumers might forgo buying Fenty Beauty. 
  3. Counterfeit Products: There is a risk for counterfeit products to be made which leverage the Fenty Beauty name and likeness for illegal profit. 
  4. Scandal: Fenty Beauty and are unequivocally intertwined which leaves the opportunity for boycotting if Rihanna finds herself in a scandal that causes her popularity to plummet. 
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