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Rihanna Announces New Line of Haircare Products: ‘It’s Time to Play and Get Stronger By the Style’

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Rihanna‘s Fenty Beauty brand is getting a new face. Only this time instead of make-up the singer is aiming a bit higher with her soon-to-debut Fenty Hair line of products. RihRih announced the news on Tuesday morning (June 4) in a colorful video cued to Gravy’s 2023 jam “Turn Up the Bass” in which the mother of two rocked a blonde shaggy pixie cut with bangs.

“A new family is moving in! @fentyhair is pullin up and it’s time to finally have the hair experience you’ve been waiting for,” read the caption to the post announcing the latest product extension to the singer’s seven-year-old mega-selling cosmetics brand that features products for a wide spectrum of skin tones.

“You know how much switching my hair up matters to me. I’ve had almost every texture, color, length, from weaves to braids to natural – so I am launching a flexible line of products for not only every hair want, but every single product is designed to strengthen and repair all types of hair, which is what we truly need!” she added. “It’s time to play and get stronger by the style.”

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In the playful accompanying product launch video, Rihanna walks her hands through the streets of a miniature “Mane Street” downtown featuring a Fenty Hair store as images of all different kinds of hairstyles flash on screen and the singer struts through town wearing a trench coat and a giant smile for all her satisfied customers.

The promo says the product launch is slated for June 13, with fans encouraged to sign up now to get access and shop on June 10 before the official drop; click here for more information. “Welcome to Mane Street, where every home is a house of style,” the site promises.

Last month Rihanna once again hinted at her eagerly anticipated, long-promised R9 studio album at the launch of her new Fenty Beauty Soft’lit Foundation. She said the follow-up to 2016’s Anti is gonna be “amazing… It has to be — that is the only reason it’s not out yet. If I’m not feeling it and I’m not feeling like it represents the evolution, the time I spent away …There should be a show of growth, right?” That said, at press time there was no new information about the album or a possible release date.

Watch the Fenty Hair promo video below.

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