Rihanna Is the ‘Gloss Boss’ in New Fenty Beauty Video

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00:00Rihanna is the gloss boss in new Fenty Beauty video.

00:05Fenty Beauty founder Rihanna has entered her gloss boss era once again, and the internet

00:10is eating it up like dessert.

00:12With one effortlessly cool Instagram reel, the Barbadian singer reminded fans that no

00:16one wields a lip wand with quite as much sparkle as she does.

00:20Her new promo video teased a lineup of juicy, high-shine shades, and all but reclaimed her

00:25throne as the undisputed gloss boss queen.

00:28Rihanna shows who is the gloss boss in new video.

00:32Rihanna took to Instagram this week to crown herself the unofficial, and absolutely accurate,

00:38gloss boss.

00:39The diamond singer posted a sleek montage of her applying several of Fenty Beauty's best-selling

00:44lip products.

00:46The video features a rapid-fire lineup of glossy textures and juicy finishes, from the beloved

00:51Gloss Bomb Universal Lip Luminizer to the newer Gloss Bomb Styx High Shine Gloss Stick.

00:58She also swipes on Slip Shine Sheer Shiny Lipstick and sharpens her look with the traced-out

01:02waterproof lip liner.

01:04In classic Rihanna fashion, the clip feels effortless, with each close-up emphasizing the

01:09high-shine payoff Fenty Beauty is known for.

01:12She teasingly describes the products as snackable and juicy, a nod to the hyper-glossy aesthetic

01:18she helped popularize.

01:19Meanwhile, her caption, Gloss Boss All Cyber Week Though, doubled as a promo for Fenty Beauty's

01:26annual Cyber Week event, where the entire site is marked 30% off.

01:31For beauty lovers, it's one of the brand's biggest sales of the year.

01:34Rihanna clearly knows how to make an announcement.

01:37The video arrives at a time when Rihanna's influence as a business mogul continues to

01:41reach extraordinary heights.

01:43With Fenty Beauty and Savage X, Fenty now jointly valued at more than $3 billion.

01:49She stands as the first black woman to raise $2 billion brands.

01:54Only a few entertainers have approached that standard, let alone achieved it.

01:58Fenty Beauty, which launched in 2017, disrupted the cosmetics industry with its impressive shade

02:04range and inclusion-first philosophy, Rihanna has long emphasized her hands-on approach to

02:09product development, insisting that beauty should feel accessible for everyone.

02:14That ethos helped push the brand to $1 billion status within its first year and continues to

02:18guide expansion into skincare and soon Fenty hair.