Rihanna celebrates the launch of Fenty Hair showcasing her natural curls

Rihanna – a true hairstyle chameleon – has sported every kind of style, from mullet to undercut and (most recently) the millennial side fringe. But she rarely showcases her natural cropped curls, a style which made the reveal of her Fenty Hair launch feel instantly relevant and memorable.

Announcing the new brand last week, Rihanna shared on Instagram that it was a natural progression of her business – and a category of beauty close to her heart. "You know how much switching my hair up matters to me," she wrote. "I’ve had almost every texture, colour, length – from weaves to braids to natural – so I am launching a flexible line of products for not only every hair want, but every single product is designed to strengthen and repair all types of hair, which is what we truly need!"

rihanna celebrates fenty hair brand launch in la
Kevin Mazur - Getty Images

At the product reveal in LA this Monday, the 36-year-old mother-of-two was dressed in top-to-toe red, a palette combining various textures which beautifully complimented her soft natural curls. While perfectly cut and coloured a warm caramel blonde, something about the simplicity of the style oozed at once freshness, elegance and class.

However styled, confidence is something Rihanna rightly has in spades, but seeing it reflected via a purposeful celebration of natural hair makes for a reminder of why she's a custodian of diversity in beauty.

rihanna x fenty hair los angeles launch party arrivals
Leon Bennett - Getty Images

Truly inclusive, Fenty Hair is positioned as "reparative haircare for all", "clinically tested to repair, strengthen, hydrate, smooth and protect". In the pipeline for some time, we can expect a lot from the brand, with the trademark covering everything from styling, to straightening, relaxing and waving products, as well as hair colour and hair glitter. No doubt all will be reflected in Rihanna's ever-inspiring aesthetic, and we'll love to see it.

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