How Rihanna Established Herself as an Institution in the Makeup and Apparel Worlds

She reached a demographic of women often overlooked in marketing

A photo of Rihanna with a silver hat on and FENTY in the background.
Rihanna has established herself as a legacy in more than one way.

Brands that stand the test of time share one distinct characteristic: seamless positioning. A successful brand identifies a niche population of consumers, serves them a product they can’t get elsewhere, and creates a buyer experience that remains unique.

Dev T. Smith is a content strategist combining skills across editorial direction, social media strategy and user experience.