Decoded: Rihanna’s Brand is Definitely Not ‘Anti’ Profitability

MAC-XIMUM DOMINATION

In February 2013, she inked a deal with MAC cosmetics, launching RiRi Woo in May of the same year, a $17 lipstick hue that sold out in just three hours. 

It was the first time the brand has worked with a famous person for more than just a one-off project. “We always say that MAC likes to go on a date but doesn’t really want to go into a relationship,” John Demsey, group president of the Estée Lauder Cos. Inc., MAC’s parent company, told WWD in an interview. “This relationship with Rihanna is a long-term one that involves the development of four distinct color initiatives.”

At the time, industry insiders told WWD that they estimated that the complete Rihanna-infused lineup could do $15 million at retail globally. Based on insights reported that established recording stars can garner $2 million to $10 million from a beauty endorsement contract, Rihanna was sure to be ‘rolling in the dough’ on this one, boosting her bankability as well as her popularity as a trendsetting influencer.