Rihanna's repair-focused Fenty Hair brand has officially launched with nine hair care and styling products for all hair types. As Global Cosmetic Industry note in a recent trend report, repair-centric hair care has been on the upswing.
"Creating products that were easy to use, no matter your hair type or texture, and that included repair in every step and could keep up with me, was crucial," Rihanna said of the launch of Fenty Hair.
Celebrity Hair Care Boom
Fenty Beauty is already a top-performing brand based on social media engagement, search volume and similar metrics. Having entered the skin and makeup space, it makes sense for Fenty to break into hair care, particularly as celebrity hair brands are on the uptick.
In the wake of Beyonce's Cecred hair range launch, Circana reported that, in Q1 2024, celebrity hair care brands grew 64%.
Fenty Hair's Repair Technology
Fenty Hair highlights its "clinically tested repair technology," Replenicore-5 complex, at the heart of the range, which is designed to "repair, strengthen, hydrate, smooth and protect at every step," per the brand.
The complex features hydrating Barbados gooseberry, nutrient- and vitamin-rich upcycled jackfruit extract, protein-building amino acids, antioxidant green tea extract, and hydrolyzed vegetable protein to prevent over-proteinization, which can cause brittle, dry and dull hair.
"Together, they create a continuous loop of repair," Fenty Hair notes. "It penetrates—mending split ends, hydrating and thickening strands from the inside—which then helps to strengthen and prevent future breakage."
The Fenty Hair Product Lineup
The Fenty Hair range, retailing for $18-36, comprises:
- The Rich One Moisture Repair Shampoo for the repair of split ends and reduce breakage
- The Rich One Moisture Repair Conditioner (for wash days), a reparative, de-frizzing and conditioning formula that reduces breakage and split ends
- The Richer One Moisture Repair Deep Conditioner (hydration for very dry or chemically treated hair)
- The Comeback Kid Instant Damage Repair Treatment Bond Builder, which reportedly supports damaged keratin structures and strengthens strands
- The Protective 5-in-1 Heat Protectant Styler, which can be applied before blow drying, silk pressing or diffusing; the formulation can reportedly repair split ends and reducing breakage
- The Homecurl Curl-Defining Cream, which supports split end repair
- The Gelly Type Strong Hold Gel, which repairs split ends
- The Controlling Type Hair-Thickening Edge Control Gel, which thickens fragile edges and reduces breakage
- The Sidestick 3-in-1 Edge Styling Tool, featuring a vegan bristled-brush, comb and precision chrome tip
The Maintenance Crew bundles for $110.
