CEO Robyn Rihanna Fenty’s beauty brand Fenty Beauty has announced its first foray into the world of gaming through an effort with Riot Games, a U.S.-based gaming platform. Tapping into its skill for celebrating diversity, Fenty Beauty will “highlight the multifaceted and diverse beauty landscape that celebrates beauty in all of its forms, pushing the boundaries of collaboration throughout this partnership, both in and out of game.”
The announcement was also used to highlight Riot Games’ League of Legends’ foray into animation with “Arcane,” a series that launched on Netflix on November 6, 2021. Viewed as a somewhat risky extension of the League of Legends brand, “Arcane” is described as following the tumultuous relationship between the games’ very stylish sisters, Jinx and Vi, in a series of events that will test their love for each other.
Interestingly, at least one gamer site questioned the purpose of Fenty Beauty partnership, implying it was an empty effort unlikely to impact much of anything. While the effort may end up being nothing more than “Arcane” marketing fodder, as companies fall all over themselves in an attempt to make a statement in the meta verse, one could argue it makes sense for a women-lead company to have a say in how that world in designed, less we end up a decade from now trying to understand why women don’t find virtual spaces as attractive as men.