Australian retailer Myer to launch Rihanna’s Fenty Beauty brands

Australian department store Myer has announced an exclusive partnership to stock Fenty Beauty, Fenty Skin, and Fenty Eau de Parfum across its national store network and digital platform. The agreement, which commences in May, represents a significant addition to the retailer’s beauty portfolio and includes the exclusive Australian brick and mortar launch of the brand’s fragrance line.

The introduction of the labels follows a broader strategic partnership between Myer and San Francisco-based Kendo Brands. This move is part of an ongoing transformation within the beauty category at Myer, which has seen the introduction of 22 new brands and 1,731 new stock keeping units (SKUs) over the past 12 months.

Myer chief merchandise officer Belinda Slifkas stated that the launch is a primary component of the company’s strategy to attract a younger demographic. Slifkas noted that online search data indicated high existing demand for the brand among the retailer's current customer base.

“Rihanna and the Fenty Beauty team have built a brand that truly champions inclusivity, with products designed to celebrate every skin tone and skin type,” Slifkas said. She added that the department store is clear on the specific brands required to achieve its modernization goals and expects further announcements in the future.

Kendo Brands (Kendo) vice president APAC Antonius Hanegraaf described the partnership as a new chapter for the company in one of its most successful international markets. Hanegraaf highlighted the alignment between the brands and the evolving retail vision at Myer.

The expansion into Myer follows a period of rapid growth for Fenty Beauty, which was founded by Rihanna in 2017. The brand has been a pioneer in the industry for its inclusive shade ranges, particularly for Black, Hispanic, and Asian consumers, who were previously underserved by traditional luxury beauty labels.