Fenty Beauty takes its brand into tech with CASETiFY collab

Fenty Beauty is taking its brand beyond cosmetics through a collaboration with tech accessories label CASETiFY, bringing the two brands together around a familiar everyday item: the smartphone.

The global partnership, "Fenty Beauty x CASETiFY", combines Fenty Beauty's beauty-led identity with CASETiFY's range of customisable tech accessories. Rather than limiting the collaboration to co-branded phone cases, the collection is designed to connect beauty routines with the devices consumers carry throughout the day.

At the centre of the partnership is a MagSafe-compatible phone holder that doubles as a compact beauty kit. Designed to carry Fenty Beauty's 'Invisimatte instant setting + blotting powder' and 'Gloss Bomb universal lip luminizer', the accessory brings selected products into the phone accessory space.

Don't miss: How Fenty Beauty's cinematic pop-up is redefining experiential retail in HK

The wider collection spans 29 products, including 16 CASETiFY exclusives across phone cases, MagSafe accessories, straps and charms. Designs incorporate Fenty Beauty's signature 'Cocoa nude' shade, metallic finishes and graphics inspired by the brand's visual identity, including a hand-drawn lip doodle by founder Rihanna.

The collaboration reflects how beauty brands can extend their identities into lifestyle categories, while tech accessories offer another canvas for fashion and self-expression. For CASETiFY, the partnership also brings a beauty brand into its roster of collaborations, connecting its accessories with a different consumer category.

In Singapore, the partnership will also extend beyond the products themselves. From 28 October to 10 November, the collaboration will be available across CASETiFY and Sephora's retail channels, with purchases across either brand linked to benefits at the other.

The cross-retail activation connects CASETiFY's tech accessories with Sephora's beauty retail network, giving the collaboration visibility across two consumer touchpoints and encouraging shoppers to engage with both brands.

Globally, the collection launches on 28 October through CASETiFY's website, Co-Lab app and CASETiFY Studio locations worldwide. 

MARKETING-INTERACTIVE has reached out for more information. 

The Fenty Beauty tie-up follows CASETiFY's continued push to extend its customisation proposition beyond traditional phone cases through collaborations spanning fashion, entertainment and lifestyle. In August, CASETiFY marked its 15th anniversary by teaming up with K-pop artist G-DRAGON for "MAKE iT YOURS", a collection spanning tech accessories, plush charms and travel gear. The collaboration introduced the "CASETiFY PLAYSET", a mix-and-match ecosystem centred on personal expression.

At the heart of the collection was an updated impact case featuring high-gloss and reflective backplate options. Consumers could choose from 10 prints featuring motifs such as cosmic stars and pop hearts, alongside customisable text and a range of candy-inspired colours.

Related articles: 
How CASETiFY builds buzz with every drop   
Oatside and CASETiFY bring creative expression back to school in new collaboration  
CASETiFY picks new PR agency in Singapore