They Didn’t Build for Everyone—And Took Over Anyway: The Branding Secret Fenty and Skims Don’t Want You to Miss
- Dennis Nichols
- Apr 27
- 2 min read
Dia’ani Insights | Culture Meets Strategy
If you still think building a billion-dollar brand means pleasing everyone, Rihanna and Kim K would like a word—and it comes with a side of billionaire flex. The real branding move today is about getting real, getting specific, and owning a niche so completely that the world has no choice but to tune in.
Fenty Beauty and Skims didn’t try to "appeal to everyone" or launch products made to sit nicely on a crowded shelf. They saw gaps, addressed real needs, and built brands that felt like movements—because they were movements. Rihanna was answering a real frustration millions of people had experienced for years. She made foundation shades that actually matched a range of skin tones and treated every customer like they belonged from day one. Meanwhile, Kim Kardashian was reinventing shapewear and making it matter. Skims was about comfort, representation, and feeling good in your own skin.
Here’s where the real branding magic happened: Fenty and Skims built culture and a community. Buying from them meant buying into a bigger story, a lifestyle, a signal to the world that you were part of something inclusive, stylish, and unapologetically bold. These brands wanted to hand you a mirror and say, “You belong here.”
The real flex? They got huge—without losing the plot. Even after global takeovers, luxury partnerships, and international headlines, Fenty and Skims stayed locked into their original mission. They deepened their roots, doubled down on their culture, and scaled by being even more themselves.
If you're trying to create a brand that matters in 2025 and beyond, here's the truth:
The broader you try to go, the faster you disappear.
The bolder you get about who you serve, the louder your brand echoes through culture.
If you’re serious about building a brandchild that people don’t just remember but live through, it’s time to stop playing mass appeal games and start speaking straight to your people—loud, clear, and without compromise.
At Dia’ani, we create brands. We build culture. We create visuals and content that make sure your brand isn’t just seen—it’s felt. In today’s world, looking good isn’t enough. You need to move differently.
Let's build a brand that dominates instead of disappearing.
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