Words by Fatima Barrie


In just one month, powerhouse fashion icon and singer Rihanna, has raked up a remarkable $72 million USD for her cosmetics line, Fenty Beauty. According to Tribe Dynamics’ cosmetics report for September, the beauty brand has landed the third spot in earned media value right behind Anastasia Beverly Hills who earned $97.3 million, and MAC, who reported $77.1 million. The singer even beat out other popular makeup brands like NYX, Too Faced, and Urban Decay.

Earned Media Value is described by Tribe Dynamics as a, “prescribed metric that quantifies the estimated value of publicity gained through digital earned media and their respective engagement levels.” It’s also useful for “benchmarking across marketing activities and across brands.” This information is gathered through blogs and social media platforms such as Instagram, Youtube, Twitter, and Facebook. It’s then measured through user engagement via comments, likes, tweets/retweets, video views and shares.

Rihanna’s successful Fenty Beauty line launched on September 8 and introduced us to a whopping 40 foundation shades, dazzling highlighters, contour and concealer sticks, a shimmering lip gloss, blotting powder, and more. The second launch, a limited edition holiday collection, contains a glittery eyeshadow palette, an eyeshadow brush, shimmery lipsticks, holographic lip glosses, and metallic eyeliners. Since its release, Fenty Beauty set social media in a frenzy and has positively impacted women across the globe, primarily due to its impressive foundation shade range that caters to all women of color.