Rihanna teams up with Dior fragrance brand after entry into $107-billion market

Timilehin Adejumobi -

Key Points:

  • Rihanna becomes the new face of J’Adore perfume, with the campaign set to debut on September 1.
  • From Fenty Hair’s launch in a $107-billion market to reinvigorating Puma’s Avanti line, Rihanna’s empire thrives beyond music.
  • Rihanna’s $1.4 billion net worth and ventures into China underscore her global influence in beauty and fashion markets.

Two weeks after launching her new hair care line, Fenty Hair, targeting a $107-billion market, pop icon and cosmetics billionaire Robyn “Rihanna” Fenty has been unveiled as the fresh face of J’Adore perfume, Christian Dior’s fragrance business, with an anticipated campaign debut on Sept. 1.

“The house of Dior is delighted to unveil Rihanna as the new muse of J’Adore,” the Paris-based brand disclosed in a press release. CEO Veronique Courtois highlighted Rihanna’s selection, emphasizing her embodiment of the fragrance’s core values.

“We are immensely proud to welcome Rihanna to the Dior family. Her golden dream promises a unique reflection of a fragrance that resonates with women and maintains its brilliance. Her exceptional talent, audacity, and captivating beauty embody the dazzling, powerful femininity of Dior that transcends generations. Christian Dior would have undoubtedly adored her,” said Courtois.

Rihanna’s perspective on J’Adore perfume

Rihanna expressed her enthusiasm, stating, “Being the face of J’Adore is not just an honor, but a mission. This fragrance, which has held special meaning for me over the years, resonates deeply with women. I am eager to embark on this journey and contribute to it with my perspective, my story, my origins, and my creativity, all wrapped in my own femininity.”

Developed by master perfumer Calice Becker, J’Adore was launched in 1999 and immediately captivated consumers with its notes of blood orange and neroli, housed in a teardrop bottle designed by Herve Van der Straeten. In recent years, the fragrance was represented by Oscar-winning actress Charlize Theron.

Rihanna’s expanding empire

With a net worth of $1.4 billion, Rihanna continues to assert her influence in music and business. Earlier this year, she expanded her Fenty Beauty brand into China, celebrating this milestone with a promotional event in Shanghai following its April debut in Mainland China. 

Recently, she launched Fenty Hair, targeting the booming hair care market, which Technavio projects will grow by $19.6 billion from 2022 to 2027, reaching $107.5 billion.

Rihanna, Puma relaunch Avanti sneakers

Rihanna’s entrepreneurial vision extends beyond beauty. Notably, she revived her collaboration with German sportswear giant Puma in May 2023, resulting in the Avanti sneaker line that melds Puma’s athletic legacy with Rihanna’s trendsetting flair.

The relaunched Fenty x Puma collection highlights the enduring popularity of the collaboration, seamlessly blending Puma’s athletic legacy with Rihanna’s signature style. Returning to Puma, Rihanna expressed her excitement about injecting fresh perspectives into the partnership, drawing from her experiences as both a mother and a businesswoman.