The Fenty Beauty sale talks could change what you pay for Fenty products, even though no deal has been signed yet. Here’s what’s happening between Fenty and LVMH right now, and why prices could change.
Rihanna launched Fenty Beauty in 2017 with Kendo Brands, LVMH’s in-house beauty incubator. She and LVMH each own half of the company.
In October 2025, LVMH was exploring a sale of its 50% stake, with investment bank Evercore advising. Fenty had about $450 million in net sales in 2024 and could be valued at $1 billion to $2 billion.
In June 2026, MarcyPen Capital Partners, an investment firm co-founded by Jay-Z, had emerged as a leading contender for LVMH’s half. By Sept. 30, a source close to the deal said MarcyPen and LVMH could sign within three to four weeks. The terms of the deal weren’t disclosed.
LVMH, MarcyPen, and Fenty Beauty haven’t announced a deal. If one goes through, MarcyPen would take LVMH’s place as Rihanna’s partner in Fenty Beauty.
Fenty Beauty prices were already rising
Fenty’s new Pro Filt’r Fluid Flex foundation launched Sept. 4 at $48, replacing the brand’s original formula. As of this writing, Fenty’s U.S. site lists the foundation at $48 and Gloss Bomb Universal Lip Luminizer is priced at $23.
Those prices didn’t come out of nowhere. In October 2025, Fenty’s sales had leveled off after 2023 and its prices had gone up.
“Fenty was revolutionary at launch, but now it’s hitting the natural plateau of mature celebrity brands.”
– Carrie Zhao, founder of consultancy Creative Acts in Business
How the Fenty Beauty sale could affect prices
No one involved has said what a sale would mean for Fenty Beauty prices. However, a new co-owner could change Fenty’s prices in three ways.
- A new owner with a growth bill: MarcyPen has explored several ways to pay for a deal, including talks with outside investors. Investors expect a return on that money. Raising prices is one way to get it, alongside new launches and new markets.
- Life after LVMH: Fenty was built inside LVMH’s Kendo incubator, and a sale could reshape Kendo’s future. Running Fenty outside LVMH could change what it costs to develop, make, and market products. Those costs, up or down, tend to show up on the price tag over time.
- Where Fenty is sold: LVMH owns Sephora, which sells Fenty. Fenty also expanded to Ulta Beauty and lost its prime shelf space at Sephora. A new owner could rethink those deals, and store promotions shape what shoppers actually pay.
The flip side is that Fenty’s sales have leveled off. A brand trying to win shoppers back may lean on value and promotions instead of higher list prices.
Sources: Reuters, Beauty Independent, Puck, LVMH, WWD, Fenty Beauty, The Business of Fashion
Money Lesson
Know your price before it changes
When a favorite brand changes owners, prices don’t always move right away, and changes can be easy to miss. Jot down what you pay today for the products you rebuy, plus the size. The next time you restock, you’ll spot a price bump or a smaller bottle in seconds. If your go-to gets pricier, that’s your cue to compare it with similar products before you rebuy on autopilot.
Think of us as your money-savvy best friend, not your financial adviser. This story is for information and fun, not personal advice, so talk to a licensed professional before you make any big money moves.
