When Rihanna set out to launch Fenty Beauty, her vision was to redefine the beauty industry with a bold, inclusive approach that celebrated individuality and beauty in all its forms. As Associate Creative Director, I helped build a visual world that challenged traditional beauty conventions. The work spanned global campaigns, brand imagery, art direction and creative storytelling, helping establish Fenty Beauty as a powerful new voice in beauty.

BRAND IMAGE

Building on the foundational brand image direction established by Giovanni Bianco, I helped shape and evolve Fenty Beauty’s visual identity throughout its global launch and subsequent campaigns. Shot by Mitch Feinburg, the products appear to be floating, representing the weightless formulas. Marcus Ohlsson’s modern beauty photography celebrated the full spectrum of skin tones, textures, and product performance across digital platforms. We carried the original inclusive casting vision forward, incorporating behind-the-scenes footage to bring authenticity, relatability, and human connection to the brand.