Myer will add Rihanna’s Fenty Beauty brands to its beauty lineup from May, with the range set to be available in all stores and online.

Myer will stock the full Fenty Beauty portfolio, including Fenty Beauty, Fenty Skin and the Australian retail debut of Fenty Eau de Parfum. The launch forms part of a wider partnership between Myer and Kendo Brands, which owns the Fenty Beauty label.

Myer’s chief merchandise officer, Belinda Slifkas, said the addition of Fenty Beauty aligns with the retailer’s ongoing effort to reshape its beauty offering and attract younger shoppers. 

“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 said. 

Antonius Hanegraaf, VP Apac at Kendo Brands, said the partnership would expand the brand’s footprint in Australia, one of its strongest international markets, as Myer rolls out changes to its retail strategy.

The Fenty launch comes amid wider changes to Myer’s beauty business. Over the past year, the retailer has added 22 new beauty brands and more than 1700 products as part of an ongoing overhaul of the category.

Fenty Beauty, founded by global music star Rihanna, is recognised for its inclusive shade ranges and products designed for diverse skin tones and types.