Episode Details

Breaking into a crowded market does not always mean beating the biggest competitors at their own game. Sometimes the real opportunity is sitting in the customers they have overlooked. When Rihanna launched Fenty Beauty in 2017, the brand debuted with 40 foundation shades designed to serve a far broader range of skin tones than many established beauty brands were offering. The response was enormous, with Fenty reportedly generating $100 million in sales within its first 40 days. In today’s episode, we break down why the smartest growth strategy may not be fighting harder for the same customers, but finding the frustrated audience your industry has failed to serve.

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