Department store Myer has just confirmed that Fenty Beauty – the label launched by singer Rihanna – will add to its growing beauty portfolio.
Fenty Beauty will be rolled out across all Myer stores and online in May this year.
As part of this exclusive deal, Myer will sell all segments of the Fenty Beauty range, including beauty products, skincare and an exclusive Australian retailer launch of Fenty Eau De Parfum.
The arrival of Fenty Beauty forms part of a broader partnership between Myer and Kendo Brands. Kendo also manages the likes of Ole Henriksen, KVD Beauty and Lip Lab.
Myer chief merchandise officer Belinda Slifkas said the launch of Fenty Beauty supports the continued transformation of the Myer beauty department to engage a younger customer base.
“We’re thrilled to introduce Fenty Beauty to Myer customers across Australia, in what is set to be one of our most exciting and highly anticipated launches in recent years,” Slifkas said.
“Rihanna and the Fenty Beauty team have built a brand that truly champions inclusivity, with products designed to celebrate every skin tone and skin type. We know this commitment to diversity will deeply resonate with our customers – especially as online search data already shows they’ve been actively looking for Fenty Beauty at Myer.
Slifkas added this move represents a major step forward in its plan to engage and inspire younger shoppers. “We’re clear on the brands we need to go after to achieve this, and we look forward to sharing more exciting announcements in the future.”
Kendo Brands APAC vice president Antonius Hanegraaf said this partnership with Myer marks the start of a new chapter for its brands in one of its most successful international markets.
“Myer is unfolding an inspiring new retail vision, and we are looking forward to bringing unique launches and viral products to all their shoppers across the country.”
Over the past 12 months, Myer has introduced 22 new beauty brands representing 1,731 new SKUs, marking the initial stages of the most significant transformation the Myer beauty department has ever undertaken.
The move comes a week after Myer announced the closure of Sass & Bide in a bid to relaunch the brand in a fresh take sometime in 2026.
Myer is also the new owner of Just Jeans, Jay Jays, Jacqui E, Dotti and Portmans, following a merger deal between it and Solomon Lew-run Premier Investments – the company which still owns and manages Peter Alexander and Smiggle.