Fenty Beauty, the cosmetics brand dually owned by Rihanna and LVMH, is opening its first concept store in Australia.

Myer Melbourne will host the Fenty Beauty Lane store – the fourth of its kind in the world – with in-store services underpinning the store experience.

“The Fenty Brands were born from Rihanna’s passion for beauty and her vision to create a world where there are no rules for makeup, but to simply have fun with it,” Antonius Hanegraaf, VP of Kendo Brands Asia Pacific, said  

“Our first Australian concept store, Fenty Beauty Lane at Myer Melbourne, brings that spirit to life in a physical way, inviting customers to discover the brand through an immersive and unique Fenty Beauty world that is designed to pay homage to the Melbourne community and invite all to have fun with the brand.”

The launch comes alongside the introduction of new Fenty products; the Fenty Eau de Parfum is stocked exclusively in the Myer location.

“Fenty Beauty Lane creates a destination that translates the Fenty Beauty brand in a way that is undoubtedly Melbourne and reinforces our commitment to bringing iconic experiences to our customers,” added Belinda Slifkas, chief merchandising officer of Myer.