Rihanna’s Fenty Beauty Debuts on Roblox Platform

In the virtual world created by Fenty Beauty, participants can cocreate a physical product, such as the customised Gloss Bomb Universal Lip Luminizer, one of the company's best-selling products.

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Fenty Beauty has recently announced it launched a new limited-time campaign on the massively multiplayer online game creation platform Roblox that will take players on a virtual exploration of the world of Fenty Beauty.

Running from Friday through July 30, the campaign, named Fenty Beauty + Fenty Skin Experience, will feature interactive scavenger hunts, mazes and other opportunities to learn about the inspirations and ingredients of some of the company’s most popular products, including Fenty Skin Melt Awf Jelly Oil Makeup-Melting Cleanser, Fenty Eau de Parfum and Fenty Beauty Gloss Bomb Universal Lip Luminizer.

The space also includes a virtual beauty lab where visitors can create a customized version of the Gloss Bomb Universal Lip Luminizer by choosing its ingredients, effects, bottle, lid and applicator. They also can name their own shade and put the finished product on a virtual retail display called the “Sephora Experience,” where others can vote on their favorite user-created item. The winner will inspire the next Gloss Bomb, which will hit the market in 2024.

“Beauty experiences are meant to be fun, so I’m excited to provide everyone, everywhere, a glimpse into our world and a new realm of amusement with our makeup, skincare and fragrance,” said Rihanna, Founder of Fenty Beauty in a statement.

In March 2022, Rihanna said that Fenty Beauty would enter the meta-universe, and according to US trademark attorney Josh Gerben, the singer recently filed a new trademark. He noted that Rihanna will offer virtual cosmetics and hair care products under the Fenty banner.

After her success in music, Rihanna partnered with French luxury group LVMH in 2017 to create the cosmetics and skincare brand Fenty Beauty, whose revenues doubled in 2022 compared to the previous year, according to LVMH's FY2022 financial report. In the report, the company attributed the growth to "the expansion of its distribution network and the success of its product launches".