Through the Fenty Beauty House, Rihanna is engaging in a branding effort that meets both creators and their followers where they already are
— which Rihanna said is meant to be "a beautiful new space to collaborate, express, learn, and build community."
Creators are attracted to these collaborations at least in part because they offer an opportunity to boost engagement by reaching multiple fanbases at once, Chris Kastenholz, CEO of influencer marketing agency Pulse Advertising told Business Insider Intelligence. Kastenholz added, "The more followers they [influencers] have the more reach and more impact they have."
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