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Fenty Beauty has taken its community-first approach to a bold new frontier: your text messages. The brand has rolled out an AI-powered beauty advisor called “Rose Amber” on WhatsApp, marking its first formal partnership with the platform in the U.S.
Built in partnership with WhatsApp’s commerce platform, Rose Amber aims to make beauty exploration fun, personal, and playful.
The experience is designed to feel like texting a friend, allowing users to chat directly with the brand for product recommendations, tutorials, and reviews in a conversational format.
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This name is a nod to Rihanna herself. Rose Amber is named after one of Rihanna’s personal favorites, which is her go-to shade from the Gloss Bomb Universal Lip Luminizer line.
Built for Conversation, Not Just Commerce
Common queries the advisor is built to handle include how to make skin look less oily, ways to define curls, and how to get a favorite lip color to last longer. Users will receive product recommendations that lead to FentyBeauty.com for purchasing, and can also explore product pairings, shade matches, and more. This is another nod to Rihanna’s passion for accessibility within the beauty industry.
For Fenty, the move is rooted in a desire to meet customers where they already are. “We’ve always wanted to partner with Meta more deeply,” said Nanette Wong, global VP of marketing and communications at Fenty. “WhatsApp is so widely used all over the world, and our community and accessibility are important to us.”
“What I really loved about this one is this ability to have more of a one-on-one connection,” Wong said. “It can feel more relatable and conversational, versus looking at a site or looking up Reddit. This is very tailored to what they’re asking.” Wong added.
WhatsApp is equally enthusiastic about the partnership. A WhatsApp spokesperson noted that the platform already sees over one billion active daily threads between users and businesses across Meta’s messaging platforms, with nearly 80% of people globally messaging a business at least once a week.
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Amber Rose Promo image
Beyond Fenty Beauty: Expanding the Ecosystem
The collaboration extends beyond Fenty Beauty to cover the black billionaire, Rihanna’s broader portfolio, including Fenty Skin and Fenty Hair. And while the launch is currently U.S.-focused, the longer-term ambition is global expansion, deeper integration of messaging into customer communications, and even the potential for in-app purchases.
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The launch arrives as conversational commerce gains serious momentum in the beauty industry. L’Oréal is also expanding its AI-powered “Beauty Genius” tool to WhatsApp in early 2026. This is signaling a broader industry shift toward chat-based shopping experiences.
For Fenty, a brand that upended the industry with its 40-shade foundation range back in 2017, Rose Amber looks like the next chapter in a legacy of making beauty feel more accessible.
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