5 Lessons on Building a Business from Robyn Fenty a.k.a Rihanna

Robyn Rihanna Fenty - better-known simply as Rihanna - found fame in the music industry. She's one of the best-selling artists of all time, having sold more than 250 million records worldwide, and has won dozens of awards, including nine Grammys.

But in recent years, it's in the business world that Rihanna has made the biggest impact. Her Fenty fashion house, Fenty Beauty cosmetics line and Savage X Fenty lingerie brand have made her a billionaire and the wealthiest female musician in the world.

So what lessons are there to learn from the story of this popstar-turned-business mogul and her enormous success?

1. Never underestimate brand power

Rihanna's success in the music world - driven by global hits like 'Umbrella', 'Don't Stop the Music' and 'Only Girl (In the World)' - meant she already had an established brand and a legion of loyal fans who were ready to follow her as she made her move into fashion and cosmetics.

When Fenty Beauty was launched in 2017, Rihanna had more than 50 million Instagram followers - a number that’s since increased to 113 million.

Speaking to Newsweek, PR expert Brenda Gabriel said the launch and development of the Fenty name is "pure genius from both a branding and PR perspective".

2. The value of diversity and inclusivity

Making products that are inclusive and cater to the widest possible audience is a core aspect of the Fenty Beauty and Savage X Fenty brands, and a big part of what’s made them so successful.

According to marketing consultant Karina Scott, there’s traditionally been an "astonishing" lack of diversity in the cosmetics industry, and Fenty Beauty set itself apart from its competitors by taking stances such as providing products for all skin tones.

Savage X Fenty has won particular praise for its diverse and inclusive representation. It has staged runway shows featuring women of various races and body sizes, including some models who were visibly pregnant, and in 2020 introduced its first menswear collection.

3. Question the status quo

There are many examples of businesses that have achieved great success by challenging and disrupting the accepted way of doing things in their industry, from Netflix and Tesla to Airbnb and Uber.

Fenty can be added to this list, thanks to the approach it’s taken to designing its products and reflecting the multi-faceted nature of the brand's audience in its marketing. This marked a clear departure from traditional strategies and established ways of thinking in the cosmetics and lingerie industries.

4. Don't let success dilute your ambition

There's a risk of slowing down and resting on your laurels once you've seen a certain level of success, either out of complacency or fear that taking chances and trying new things could jeopardize what you've already achieved.

However, Rihanna's story has shown what's possible if you continue to show drive and a desire to take on new challenges, even if you've already dominated one sector.

Speaking to T: The New York Times Style Magazine, the singer spoke about how she was motivated to "never stop working" after some critics labeled her a "one-hit wonder" early in her music career. She then constantly pushed herself to achieve bigger and better things and set ever-more ambitious goals, as evidenced by her launch of the Fenty brand after she had already conquered the music industry.

5. Hire people who can do things you can't

When it comes to recruitment and building your workforce, don't be intimidated by people who are more knowledgeable and capable than you in vital areas of business. Actively seeking out employees who possess skills you don't and can do things you can't will strengthen and enrich your enterprise.

Rihanna herself has highlighted the importance of hiring people whose skill sets are different and in some way superior to your own.