Fans queue overnight for Rihanna's new make-up line

Shoppers started waiting from Thursday night for the launch of the singer's first make-up label, Fenty Beauty, at Ion Orchard

Shoppers at the launch of Fenty Beauty at Sephora Ion Orchard yesterday morning.
Shoppers at the launch of Fenty Beauty at Sephora Ion Orchard yesterday morning.ST PHOTO: SEAH KWANG PENG

The queue started on Thursday night, and by 8.30am yesterday, more than 100 shoppers were in line outside Sephora in Ion Orchard mall, ahead of the launch of Fenty Beauty, Rihanna's first make-up label.

The 91-item make-up line launched in Singapore yesterday at 10am, offering a wide array of products, including 40 shades of foundation, creamy make-up sticks and highlighters.

The 29-year-old Barbadian singer unveiled the edgy and feminine brand in 1,600 stores across 17 countries in one day.

First in line at Ion Orchard was ITE College Central student Adriana Rahman, 18, who started queueing with her friend Toh Ruien, 19, at 10.50pm on Thursday.

"We're big fans of Rihanna and have been really looking forward to this. We slept here," she says, adding that she is looking forward to the wide range of foundation shades. "I have darker skin. It's not so easy for people like me to find the right shade."

Ms Toh added: "We didn't want to take the risk that things would sell out."

The two friends set a spending budget of $150 each.

Some highlights of the brand include Match Stix ($37), crayon-like, creamy make-up sticks that come in matte and shimmery tones and can be used to conceal, contour and highlight; compact highlighters ($50); a sheer rose amber lip gloss ($31); a primer ($48) and make-up brushes ($36 to $50). Foundation costs $50 for a 32ml bottle.

This is not the singer's first foray into beauty and fashion.

In 2014, the star was named creative director of sportswear label Pumaand worked with it to design and customise classic styles as well as launch new styles.

Footwear by Rihanna, including the Fenty Puma Creeper launched in 2015 and Fenty Puma Fur Slide launched last year, sold out online within hours.

The singer, whose real name is Robyn Rihanna Fenty, also has her own line of perfumes, produced with fragrance manufacturer Parlux.

She has also collaborated with cosmetics label MAC and fashion brands Manolo Blahnik and Dior on various collections.

In Singapore, Ms Aurelia Yew, 19, a Ngee Ann Polytechnic student, started queueing at 7am yesterday.

The Sephora fan and beauty junkie says she came to check out what the hype was about.

"It will be interesting to see what Rihanna has come up with. I like what she has done with Puma, so I'm sure her make-up will be good too," she says.

Fenty Beauty is produced by the Kendo division of French luxury goods conglomerate LVMH, which also makes cosmetics for popular labels such as Marc Jacobs Beauty and Kat Von D Beauty.

A version of this article appeared in the print edition of The Straits Times on September 09, 2017, with the headline 'Queueing overnight for Rihanna make-up'. Print Edition | Subscribe