Rihanna's Fenty Beauty opens first Australian concept store inside Myer Melbourne

Rihanna's Fenty Beauty has opened its first Australian concept store inside Myer Melbourne, bringing bookable beauty services, exclusive product launches and a bespoke mural to what the brand is calling Fenty Beauty Lane, a space designed to feel less like a cosmetics counter and more like a destination.

The opening marks the fourth Fenty Beauty concept store globally and the first built in partnership with an Australian retailer. It arrives three months after Fenty Beauty completed a national rollout into Myer stores in May, and coincides with Myer's broader push to position its physical locations as premium beauty destinations rather than transactional retail environments.

Rihanna framed the concept in terms that go beyond product. "Beauty For All has always been bigger than makeup," she said in a statement. "It's about creating spaces where everyone feels seen, represented, and able to express themselves. With Fenty Beauty Lane, we wanted to create a destination that celebrates artistry and Melbourne's creative culture."

The space takes that local identity seriously. Melbourne-based graffiti artist Jeswri created a bespoke mural of Rihanna for the store, rooting the global brand in the city's street art culture while maintaining the label's signature "Beauty For All" philosophy.

The Melbourne opening also marks the Australian debut of Fenty Beauty's professional service menu, delivered by trained Fenty Beauty Pro Artists. Customers can book a complimentary 10-minute Island Glow Skin Prep facial using Fenty Skin products, a 60-minute personalized makeup lesson priced at $100 and fully redeemable against same-day purchases, or a 90-minute Rihanna's Full Glam experience for $150, also redeemable on product bought during the appointment.

The service model reflects a deliberate industry-wide pivot. As online shopping continues to erode foot traffic, prestige beauty brands are increasingly using bookable treatments and personalized appointments to give physical stores a reason to exist that digital channels cannot replicate.

Kendo Brands, the LVMH-owned beauty incubator behind Fenty Beauty, is betting the Australian market is ready for that model. Antonius Hanegraaf, vice president of Kendo Brands Asia-Pacific, said the store was built to immerse customers in the brand's world. "Our first Australian concept store brings that spirit to life in a physical way, inviting customers to discover the brand through an immersive and unique Fenty Beauty world that is designed to pay homage to the Melbourne community."

The concept store launches alongside new product lines available exclusively through Myer in Australia, including expanded Gloss Bomb Stix neutral shades, the Fenty Skin Body Collection covering body wash, bubble bath and body mists, and Fenty Eau de Parfum.

Myer's chief merchandising officer Belinda Slifkas said the retailer is building on momentum from the May launch. "Fenty Beauty Lane creates a destination that translates the Fenty Beauty brand in a way that is undoubtedly Melbourne and reinforces our commitment to bring iconic experiences to our customers."

The opening also feeds into Myer's larger capital commitment to beauty retail. The department store earlier this year unveiled plans to transform its flagship Bourke Street Beauty Hall into more than 4,500 square meters of prestige beauty space across two floors, one of the most significant investments in department store beauty in Australia in recent memory.

Concept stores of this kind remain rare in Australia. Their arrival signals that brands with global ambitions are beginning to treat the market with the same seriousness they have long applied to North America, Europe and Asia.