LVMH inks a multi-million dollar deal with Rihanna

The Kendo division of LVMH Moët Hennesy Louis Vuitton (LVMH) has signed on singer Rihanna in what is estimated to be a 10 million dollar deal for its luxury make-up line Fenty Beauty.

Kendo serves as a brand incubator which produces products that usually end up in Sephora, LVMH’s perfume and beauty outpost.

According to Women’s Wear Daily (WWD), the Rihanna make-up brand will be the third major colour cosmetics project that Kendo has undertaken, following those by Kat Von D Beauty and Marc Jacobs Beauty.

Fenty Beauty is another addition to Rihanna’s beauty collaboration portfolio. She previously collaborated with MAC Cosmetics on a limited edition RiRi Hearts collection as well as their Viva Glam lipstick back in 2013 and 2014 respectively. She also partnered with Parlux Fragrances to create a line of perfumes.

Although Kendo did not release a statement on the deal, David Suliteanu, chief executive officer of Kendo told WWD Fenty Beauty by Rihanna "is a beauty rocket ship that will appeal to a huge and diverse global audience."