Fenty Beauty leverages live shopping and influencer events

Fenty Beauty, founded by Rihanna, is leveraging the growing live shopping trend through major digital and in-person activations. During a 12-hour TikTok Shop Mega Live event, the brand recorded over 53 million impressions and 1 million unique viewers. This event highlights the rapid expansion of live commerce, with beauty sales via TikTok Live reaching approximately $769.6 million in the year ending September 2026.

In addition to digital streaming, the brand held in-person meet-and-greet events featuring Rihanna. These activations included product demonstrations of new matte lipsticks, liners, and the Fluid Flex foundation, while engaging with various social media influencers and content creators to reinforce brand inclusivity and engagement.