Great question. Even though most people were at home, the category shifted. Makeup became less about “going out” and more about self-expression and wellness during lockdown. People were experimenting with looks on social media, Zoom calls, and TikTok blew up that year, which Fenty leaned into heavily with strong digital and influencer marketing.
They also had momentum from inclusivity. So while traditional beauty brands saw a dip, Fenty benefited from cultural relevance and brand love that went beyond the product itself.
Question for the smart folks in the group. How did a make up company peak in 2020 when we were all literally stuck at home and wearing masks when we did go out? Very few people were going to work, going out and certainly no one was going to places that required a full face of make up.
“In 2020, Fenty generated up to $550 million (£411M) in revenue with a valuation of $2.8 billion (£2.1B)”
Great question. Even though most people were at home, the category shifted. Makeup became less about “going out” and more about self-expression and wellness during lockdown. People were experimenting with looks on social media, Zoom calls, and TikTok blew up that year, which Fenty leaned into heavily with strong digital and influencer marketing.
They also had momentum from inclusivity. So while traditional beauty brands saw a dip, Fenty benefited from cultural relevance and brand love that went beyond the product itself.
Question for the smart folks in the group. How did a make up company peak in 2020 when we were all literally stuck at home and wearing masks when we did go out? Very few people were going to work, going out and certainly no one was going to places that required a full face of make up.
“In 2020, Fenty generated up to $550 million (£411M) in revenue with a valuation of $2.8 billion (£2.1B)”
Brilliant Dissection!🤲🏿