Rihanna's Rumored Makeup Line Is Actually Happening

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Last year, internet sleuths figured out that Rihanna had trademarked the name "Fenty Beauty," and when asked at an event, she confirmed that she did indeed hope to someday launch a makeup line. And because Riri never lies to us, today WWD reports that the line is now definitively in the works.

The singer has signed on with the LVMH beauty incubator Kendo to produce the line, called Fenty Beauty by Rihanna. It will launch in fall 2017 at Sephora, the retailer that is, not coincidentally, also owned by LVMH. (Kendo also owns the wildly popular Kat Von D makeup line, Marc Jacobs Beauty, and Bite Beauty.) The company possibly paid up to $10 million to land this deal, but it's a great bet, because a few months ago Rihanna was named the most marketable celebrity in the world. The CEO of Kendo sounds appropriately stoked about the whole thing, telling WWD, "Fenty Beauty by Rihanna is a beauty rocket ship that will appeal to a huge and diverse global audience. We are aiming for the stars." This all comes on the heels of her recent Fenty Puma by Rihanna collection, her perfumes, and numerous other successful licensing deals over the past few years.

Rihanna can pretty much wear the shit out of any lipstick color she puts on, and she has also proven she can sell the shit out of any lipstick. There was a feeding frenzy when she launched her collection with MAC back in 2013, and last year on Instagram she posted a picture of herself wearing a bright purple lipstick from her friend's newly launched makeup line which then sold out instantly. It goes without saying that this line is going to be incredible.