India is no longer viewed solely as an economic market for global brands. American brands like Fenty Beauty are publicly embracing and emulating elements of Indian culture.
Fenty Beauty by Rihanna sits at the top of the celebrity beauty market. Since its launch in September 2017, the brand has scaled quickly, reaching over $600 million in annual revenue by 2024. Fenty stands out for its commitment to inclusivity, offering 50 shades of foundation and showcasing diverse models of body types, skin colors, and racial backgrounds.
Aiming to broaden its reach, the brand has been expanding globally. In 2024, Fenty Beauty closed a deal with Nykaa, a large Indian beauty retailer, and in 2025, they partnered with Reliance Retail, bringing products to Sephora India and Tira Beauty both online and in person. This ultimately demonstrates how Rihanna is strengthening the brand’s presence in India.
More recently, in April 2026, Rihanna organized a high-budget launch event in Mumbai, called “Fenty Beauty Ki Haveli” or “Fenty Beauty’s Mansion” in English. The brand invited followers via Instagram to “bring your besties and step into the world of Fenty.”
Inside a traditional palace-inspired venue, guests could receive free Fenty products, take photos with life-size lip liners, and enjoy kulfi, a traditional Indian frozen dessert. Rihanna also collaborated with several Indian content creators and influencers to promote the brand, learning Bharatanatyam and a couple of Hindi words. Her event seemed to intentionally integrate elements of Indian culture into its decorations and activities.
One of these creators was Diya Joukani, a 25-year-old who has gained thousands of views across TikTok and Instagram through whimsical videos of her strolling through the bustling streets of Mumbai, as she casually interacts with construction workers, restaurant workers, and even a few goats. Often described as the “cool girl of India,” she strives to create unfiltered videos that give space for Mumbai’s genuine culture and energy to shine through.
Her signature look is inseparable from her Indian-inspired outfits, which she designs under her own clothing label, DiyaDiya Studio. She posted a video with Rihanna, sharing chai and conversation at “Fenty Beauty Ki Haveli.”
While India has long been recognized as a strong consumer market, Fenty’s embrace of cultural aesthetics through its launch event reflects a larger appreciation of India’s culture. This kind of recognition from an American celebrity is powerful in shaping global perceptions of India.
As content creators shape cultural narratives and influence trends, attention is steadily turning toward India. These authentic portrayals of India’s vibrant culture and social progress position the country as an international icon, rather than reinforcing outdated perceptions. Fenty participates in India’s global rebranding through beauty, fashion, and culture.
Visual Credit: Daniel Mennerich
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