We've heard whisperings of a Rihanna beauty venture in the works (aside from her fragrances, of course), and it looks as though our tentative hopes and dreams are finally coming to fruition. The singer announced today that she has launched a full-service creative agency for beauty and styling in Los Angeles, called Fr8me.
"Hair, makeup, and styling play an important role in creativity," she tells The Hollywood Reporter. "I am very involved with that part of my process, so this agency was an organic thing for me to do." No kidding—it looks as though we'll be seeing Rihanna's brilliant curatorial eye in action beyond her no-fail personal style, as she and Tracey Mattingly alum Benoit Demouy handpick some of the best and the brightest in the biz for commercials, red carpet, and editorial shoots. Case in point: Fr8me already represents Rihanna's own makeup artist, Mylah Morales (natch), as well as celeb hairstylists Patricia Morales and Marcia Hamilton, who are both known for their edgy aesthetic.
That being said, Rihanna of course has a notorious eye for under-the-radar talent. "We are lucky enough to have some of the best artists at Fr8me, but I also have a soft spot for finding new talent with extraordinary skills," she says. Demouy adds that a "stellar reputation" is their ultimate goal, and they hope to use social media platforms to find the best untapped artists. And if we know Rihanna, it'll happen—and it'll be major.
It's kind of a revolutionary way for a celeb to break into the beauty business, right? What do you think? Sound off below!