Fenty Beauty founder Rihanna has entered her “gloss boss” era once again, and the internet is eating it up like dessert. With one effortlessly cool Instagram Reel, the Barbadian singer reminded fans that no one wields a lip wand with quite as much sparkle as she does. Her new promo video teased a lineup of juicy, high-shine shades and all but reclaimed her throne as the undisputed “gloss boss” queen.
Rihanna shows who is the ‘gloss boss’ in new video
Rihanna took to Instagram this week to crown herself the unofficial — and absolutely accurate — “gloss boss.” The “Diamonds” singer posted a sleek montage of her applying several of Fenty Beauty’s best-selling lip products.
The video features a rapid-fire lineup of glossy textures and juicy finishes, from the beloved Gloss Bomb Universal Lip Luminizer to the newer Gloss Bomb Stix High-Shine Gloss Stick. She also swipes on Slip Shine Sheer Shiny Lipstick and sharpens her look with the Trace’d Out waterproof lip liner.
In classic Rihanna fashion, the clip feels effortless, with each close-up emphasizing the high-shine payoff Fenty Beauty is known for. She teasingly describes the products as “snackable” and “juicy,” a nod to the hyper-glossy aesthetic she helped popularize.
Meanwhile, her caption — “gloss boss all cyber week tho” — doubled as a promo for Fenty Beauty’s annual Cyber Week event, where the entire site is marked 30% off. For beauty lovers, it’s one of the brand’s biggest sales of the year. Rihanna clearly knows how to make an announcement.
The video arrives at a time when Rihanna’s influence as a business mogul continues to reach extraordinary heights. With Fenty Beauty and Savage X Fenty now jointly valued at more than $3 billion, she stands as the first black woman to raise two billion-dollar brands. Only a few entertainers have approached that standard, let alone achieved it.
Fenty Beauty, which launched in 2017, disrupted the cosmetics industry with its impressive shade range and inclusion-first philosophy. Rihanna has long emphasized her hands-on approach to product development, insisting that beauty should feel accessible for everyone. That ethos helped push the brand to billion-dollar status within its first year and continues to guide expansion into skincare and, soon, Fenty Hair.
Originally reported by Zahrah Patel on theFashionSpot.
