Fenty Beauty Partners With WhatsApp To Launch Conversational AI-Powered Beauty Advisor – AfroTech
Fenty Beauty is leveraging AI to improve their customer experience.
The cosmetics brand is Rihanna’s brainchild. She launched the brand in 2017 with inclusivity at the forefront, offering 40 foundation shades, as AFROTECH™ previously reported. Particularly, its Pro Filt’r Soft Matte Foundation was named to the 2025 Best Inventions Hall of Fame list, according to Cosmetics Business.
The company’s innovative spirit is continuing through its new partnership with WhatsApp. Glossy reports that it rolled out an AI-powered beauty advisor called “Rose Amber” on the messaging app.
“We’ve always wanted to partner with Meta more deeply,” Nanette Wong, global vice president of marketing and communications at Fenty, told Glossy. “WhatsApp is so widely used all over the world, and our community and accessibility are important to us. So, we’re always thinking of new ways to connect with them.”
Customers can chat with Rose Amber for personalized product recommendations, tutorials, and reviews, notes Glossy. Creator videos and customer reviews will accompany Rose Amber’s feedback.
In addition to Fenty Beauty, the collaboration with WhatsApp also extends across Rihanna’s broader portfolio — including Fenty Skin and Fenty Hair — where users can take quizzes and discover products, notes the outlet.
“What I really loved about this one is this ability to have more of a one-on-one connection,” Wong said, per Glossy. “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.”
A WhatsApp spokesperson told the outlet:
“We’re thrilled to partner with Fenty Beauty to bring ‘Rose Amber’ to life on WhatsApp. We saw an opportunity to help them do what we do best: start engaging conversations with their loyal customer base.”
“In many places across the world, WhatsApp is a way of life,” the spokesperson continued. “Every day, people have more than 1 billion active threads with businesses across Meta’s messaging platforms, and nearly 80% of people globally message with a business at least once a week.”
