Rihanna registers a trademark for her own line of hair care products and tools, called Fenty Hair

Rihanna appears to be expanding her fashion and beauty empire to include a line of hair care products and tools under the name of Fenty Hair.

In new legal documents filed last Wednesday, the 33-year-old tycoon registered a trademark for a number of new products, including relaxing tools, wax, straighteners, hair curlers and hair coloring preparations.

The app also specifically states that the new product line will include non-medicinal anti-dandruff shampoo, hair restoration lotions and glitter for the hair.

Her attempted venture, which she did not confirm, comes when she recently hit the brakes on her Fenty fashion line, launched in May 2019.

Last month, LVMH said in a statement that the Paris-based brand would be ‘put on hold’ depending on better conditions – a rare setback for the luxury group, which resisted the COVID-19 pandemic better than most rivals.

Rihanna – voted the richest musician in the world in 2019 – said she was “saddened” by the decision, but her popular lingerie line Savage X Fenty, cosmetic lines Fenty Beauty and Fenty Skin are destined to continue.

His underwear brand generates about $ 150 million in revenue, The New York Times reported in December last year – but it was not profitable at the time.

Fenty Skin had sales of $ 30 million in less than four months at its online store, reports WWD.

Fenty Beauty generated revenue of $ 570 million in 2018, according to Forbes.

The Diamonds singer launched her makeup line for the first time three years ago at Sephora, accumulating sales that exceeded $ 100 million over the first few weeks.

On the other hand, when asked about Fenty last October, LVMH’s chief financial officer, Jean-Jacques Guiony, called him “a work in progress”.

He added: ‘We are still in a launch phase and we have to find out exactly what the right offer is. It is not an easy thing. ‘

Fenty fashion’s Instagram account has 1 million followers; Rihanna’s Savage vs. Fenty has 4 million and Rihanna’s Fenty Beauty 10.6 million. Fenty Skin has 852,000 followers.

Fenty – named after the full name of Umbrella hitmaker Robyn Rihanna Fenty – was created to build the singer’s cosmetics joint venture with LVMH, with a full range of clothing, shoes and accessories.

But the line was expensive – almost $ 1,000 for a padded denim jacket and $ 810 for a corset shirt dress – and it didn’t generate as much interest as its other lines.

LVMH and Rihanna added in a statement: ‘LVMH and Rihanna reaffirm their ambition to focus on the long-term growth and development of the Fenty ecosystem with a focus on cosmetics, skin care and lingerie.’

Savage x Fenty – the singer’s underwear line – recently secured $ 115 million in fundraising led by private equity firm L Catterton connected to LVMH.

LVMH did not elaborate on the reasons for pressing the pause button on Fenty, but after a major launch and debut collection, the brand remained discreet and never followed up on major marketing events, even before the COVID crisis. -19.

Her Instagram page had had no posts since January 1 and hasn’t released any new clothes since November last year.