SWOT Analysis

Fenty Beauty

Strengths

Personal Experience: A website with color matching options and products being available to try on at Sephora allow for more personal experiences between the consumer and the brand.
Bigger Visibility and Credibility: A-list celebrity founder Rihanna helps the brand gain trust from fans due to her grand reputation. Her big social media presence has helped Fenty Beauty become bigger on social media as well, which results in a bigger reach than other makeup brands. This helped the brand be worth $72 million within the first month of release.
Unique Selling Point of Inclusivity: Many brands claim to be inclusive, but Fenty Beauty encompasses it with 50+ foundation shades for skin tones and is constantly making moves to be more inclusive.
Attractive Design and Price: Fenty products have sleek and modern packaging with neutral tones that attract consumers to want to buy and use them. The prices are between $13-$40, which is more attractive than common products costing $40+.
Accessible Worldwide: Fenty Beauty is available on fentybeauty.com and in Sephora, Ulta Beauty, Harvey Nichols, Boots, select Kohls and select Asia duty free shops. This reaches more consumers on a wider global scale.
Cruelty Free and Sustainable: The brand listens to trends and what consumers want from brands. Becoming cruelty free with their testing and sustainable with their packaging process attracts a large group of consumers.

Limited Products: Fenty Beauty has a strong versatile product catalog, but it does not offer a wide range of products like some other makeup brands do. This may restrict its appeal to customers.
Limited Store Presence: The brand is doing strong in retail stores like Sephora’s and Ulta Beauty’s, but there is not one physical Fenty Beauty store. This may restrict its reach to customers.
Celebrity Brand Judgement: The brand being a celebrity brand is prone to more judgement of quality from some consumers, especially since Rihanna did not start her career in beauty.
Celebrity Brand Competition: Not only does Fenty Beauty have competition with many makeup brands, but its bigger beasts are other celebrity founded makeup brands with similar prices and exposure like Rare Beauty by Selena Gomez, Kylie Cosmetics by Kylie Jenner and r.e.m. Beauty by Ariana Grande who are all competing for market share.

Product Diversification: The brand could consider diversifying its product range by expanding into other types of products like lip liners, colorful mascaras, and setting spray.
Collaborations: Fenty Beauty could collaborate with other lifestyle brands or celebrities to expand its reach and appeal to new customers. This may be easy for the brand to do due to the founder’s credibility and big reach.
Clean Ingredients: Fenty Beauty could develop a stronger focus on cleaner ingredients which may appeal to a growing segment of consumers that emerged the past couple years. The clean beauty market will be estimated at $22 billion by 2024.
Entice Consumers for Facial Cosmetics Online Shopping: Facial cosmetics are 44% of all online sales in the U.S. and online shopping boosted after the pandemic. Fenty Beauty can further leverage from these with exclusive online promotions to drive people to their website for convenient shopping and good deals.
International Stores: Fenty Beauty can open retails stores or include themselves in more retail stores in other countries to become more widely available globally.
Social Responsibility: Fenty Beauty can show they are not only trying to be inclusive within their own brand, but participating in social causes like social inclusivity or anti-bullying.

Economic Downfalls: Economic downfalls like inflation could lead to decreased consumer spending on beauty products.
Changing Trends: Trends can cause consumer preferences to change quickly, which could affect Fenty Beauty’s demand.
Supply Chain Problems: The instability of the supply chain due to disruptions and economic downfalls like the pandemic can affect Fenty Beauty’s ability to produce products and meet demands of consumers.
Crisis Situations: Fenty Beauty and Rihanna having big exposure are more susceptible to crisis or negative publicity like product recalls or controversies. This can negatively impact Fenty Beauty’s image and sales.