The intention certainly seems evident, with the celebrity and beauty mogul filing trademarks for downloadable virtual makeup and cosmetics, among other things, last year.

She may have the time to develop more fun projects, now that she has stepped away from her position as chief executive officer of lingerie brand Savage x Fenty.

“Beauty experiences are meant to be fun, so I’m excited to provide everyone, everywhere, a glimpse into our world and a new realm of amusement with our makeup, skin care and fragrance,” Rihanna said in a statement. From the finalists, Rihanna will pick one winner to inspire the next Gloss Bomb, which will hit the market in 2024 on the brand’s website and Sephora online. (Rihanna calls it “the OG Fenty Beauty lip product.”)Ĭonsumers can choose the ingredients, effects, bottle, lid and applicator, as well as name their own shade, and then send it on to a virtual retail display called the “Sephora Experience.” The public can view what other users created, vote for their favorites and take part in weekly Fenty avatar accessory drops. Here, visitors can cocreate a physical product, as in a customized version of one of the company’s top-selling items, the Gloss Bomb Universal Lip Luminizer. While fans can gawk at the brands made famous by billionaire recording artist Rihanna, there’s more beyond the skin care and fragrance worlds to a virtual beauty lab. But it’s not just a digital tourist attraction.

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