FENTY BEAUTY
Role: Digital Design Director & Lead Designer
Years: 2018–2025
As Digital Design Director at Fenty Beauty by Rihanna (Kendo, LVMH), I led the creative development of seasonal product launches across international markets from 2018–2025. I introduced distinct visual narratives for each campaign while maintaining brand consistency across web, social, paid media, and retail partners like Sephora and Ulta—often under compressed timelines with distributed teams.
The work resulted in cohesive global rollouts and scalable design systems that streamlined future launches while reinforcing the brand’s culturally resonant digital presence.
Company: Kendo Brands (LVMH)
Team: Creative Directors, Marketing, E-commerce, Social, Sephora, Ulta
Skills: Web Design, Motion Design, Brand Systems, Art Direction, Photo Retouching
Tools: Figma, Adobe Photoshop, Illustrator, After Effects
Homepage hero banner, product page infographics, programmatic display banners, and Instagram ads for Fenty Beauty’s glossy, medium pigment lipstick.
GLOSS BOMB STIX
E-COMMERCE LAUNCH PERFORMANCE
FentyBeauty.com – July 2024, Gloss Bomb Stix Launch
+25%
YoY net sales growth
Fenty Beauty sales vs. prior year during launch month
3.9%
PDP conversion
Gloss Bomb Stix product page conversion rate in launch month
+21%
Above forecast
Launch month sales exceeded internal forecast
SEPHORA & ULTA
SALES REPORT CARD
Fenty Beauty Retail Performance – August 2024, 1 Month Post-Launch
#1
LIPSTICK AT SEPHORA
Life to date
(+54% to annual forecast)
#3
MAKEUP BRAND AT SEPHORA
Life to date
(+3 ranks year to date)
#2
LIPSTICK BRAND AT ULTA
Life to date
(+50% to annual forecast)
#6
MAKEUP BRAND AT ULTA
Life to date
(+2 ranks)
Homepage hero banner, product page infographics, programmatic display banners, and Instagram ads for Fenty Beauty’s latest hydrating foundation formula.
SOFT’LIT FOUNDATION
I built general brand guidelines as well as campaign-specific style guides to ensure brand integrity and cross-market consistency after each season’s asset and working file delivery.