Hey there,
So LVMH just did something that should make every creator with a business pay attention.
They’re exploring a sale of their 50% stake in Fenty Beauty Rihanna’s makeup empire at a valuation between £750 million and £1.5 billion.
On the surface, this looks like another celebrity brand success story. Rihanna becomes a billionaire. Everyone wins.
But dig deeper into the numbers, and you’ll find a story that’s way more interesting and way more instructive than “famous person builds beauty brand.”
Because here’s what nobody’s talking about: Fenty’s revenue peaked several years ago, and sales in North America are down double digits.
So why is LVMH selling a declining brand for over a billion pounds? And what does this tell us about the future of celebrity businesses?
Let me show you what’s actually happening here because it changes everything we thought we knew about building brands in 2025.
