What looks like a Fenty Beauty pop-up store has appeared on the corner of Sunset Boulevard and Cherokee Avenue in Los Angeles. As of now, the label hasn’t made any official announcement related to a stand-alone store so it’s possible the building is being used to advertise the brand, a theory supported by commenters who say the location has been used as a brand billboard in the past.
If it is just a billboard, Fenty Beauty went all out. The building has a pale pink exterior and includes two prominent Fenty Beauty signs, while the first floor scaffolding is covered with Fenty Beauty posters.
Launched in September 2016, Fenty Beauty has been a break out hit for Paris luxury conglomerate LVMH Moët Hennessy Louis Vuitton. Operated through LVMH’s beauty-themed Kendo Holdings company, Fenty Beauty’s ownership is split 50/50 between the company and Robyn Rihanna Fenty, better known by her stage name, Rihanna.
Earlier this month it was revealed that Rihanna and LVMH are in the midst of launching a Fenty luxury label. As such, it would make sense that LVMH would apportion more dollars to building out her brand’s presence.
