Fenty Launches in Selfridges with New SOFT’LIT Longwear Foundation

Looking to expand its luxury retailer footprint, Fenty is launching its full range of Fenty Beauty, Fenty Skin and Fenty Fragrance for the first time in Selfridges Beauty Halls across the UK. 

Perfectly timed for summer, Fenty Beauty will be serving bronze realness and glowy goodness with the launch of its new product SOFT’LIT Naturally Luminous Longwear Foundation. The foundation will as ever be offered in 50 different shades to complement all skin tones and provide skin with a ‘Glow, a Notch Above Natural’ - A long wear foundation that gives that ‘Golden Hour Glow’.

The brand will be further celebrating this launch with a shimmering bronze ‘Golden Hour’ pop up experience for consumers to immerse themselves in the new SOFT’LIT long wear foundation that will tour Selfridges London (now until 12th June) and Selfridges Trafford Centre in Manchester (17th – 30th June).

As part of the pop up experience the brand will be offering a Selfridges exclusive ‘Bronze All Ova’ range…‘It’s not a trick of the light…It’s that bronze highlight’. Shine bright with the new Gloss Bomb Oil bronze hues, and their upgraded Body Lava formula that pairs perfectly with new must-have eye and lip shades.

Giles Miles-Dickson, senior VM and property project manager, Kendo Brands comments, "Bringing a new chapter in the Fenty brand to life with these retail spaces at Selfridges has been a rewarding and truly inspirational project. After over a year of ideating, planning and creative it’s exciting to see these two worlds meet – and mark the opening of Fenty in the new Beauty Hall at Selfridges."

Aarron Taylor, design director and co-founder, Backlash (experiential agency) comments, It has been a fantastic project to be involved in as the design has been uniquely created for the Selfridges launch and is the only retail design execution of its kind globally for the brand.