Fenty Beauty has launched ‘Fenty Beauty Ki Haveli’, an immersive pop up experience at Phoenix Palladium in Mumbai, marking a retail push for the brand in India through its partnership with Tira and Sephora. Designed around product discovery, shade matching and interactive engagement, the limited time format brings together Fenty Beauty and Fenty Skin products in a culturally inspired setting that reflects the brand’s focus on inclusivity, experimentation and consumer experience.
The initiative reflects a measured entry approach, where brands prioritise short-term, high-impact activations to understand consumer behaviour before committing to permanent retail expansion. In India’s premium beauty segment, where awareness and trial remain key barriers, such formats enable brands to build familiarity while driving immediate engagement.
The pop-up is structured as a walkthrough experience, with each section aligned to a specific product category. The layout integrates guided consultations, product trials, and interactive elements that encourage hands-on exploration. A dedicated space introduces the brand’s foundation range, while other sections focus on newer launches and high-frequency categories such as lip products and eye makeup.
In addition to product interaction, the experience incorporates activities that extend time spent within the space. Customisation, themed installations, and sensory elements are used to create a more participative environment, moving the format closer to experiential retail than traditional merchandising. The design also supports content creation, with visually distinct zones that are likely to drive social sharing.
The partnership with Reliance Retail plays a key role in execution and continuity. While the pop-up serves as a discovery platform, ongoing availability through Tira and Sephora ensures that purchase journeys can extend beyond the activation period. This integration of offline engagement with established retail networks is increasingly important in markets where omnichannel behaviour is the norm.
The Mumbai pop-up highlights a broader shift in how global beauty brands are approaching India. Instead of standardised global rollouts, there is a growing focus on adapting retail formats to local contexts, both in design and engagement. Experiential activations such as this allow brands to test positioning, refine consumer understanding, and generate visibility within a competitive landscape.
Rihanna said, “Fenty Beauty has always been about making sure everyone feels seen, included and celebrated, that’s what Beauty for All means to me. India has such a powerful sense of culture, colour and individuality, and ‘Fenty Beauty Ki Haveli’ is a celebration of that spirit. I’m so excited to bring this pop-up to life with Sephora & Tira and for our Fenty Fam in India to experience it!”
Isha M Ambani, Executive Director, Reliance Retail Ventures, said, “Welcoming Rihanna to India for Fenty Beauty marks a pivotal moment in our mission to transform the beauty landscape for Indian consumers. At Reliance Beauty, through our retail channels Tira & Sephora, we are committed to bringing the best global beauty brands to India. Fenty Beauty and Fenty Skin’s strong values of inclusivity, diversity and self-expression perfectly align with our vision of redefining beauty in India. We are excited about this partnership and look forward to building a long-term relationship with Fenty Beauty.”
Cindy Groenke, Chief Growth Officer, Reliance Beauty, said, “At Reliance Beauty, our strength lies in a deep understanding of the Indian consumer and retail landscape. We are focused on building the right foundation for global brands to enter, scale, and sustain long-term success in India. Across every touchpoint, our commitment is to operational excellence, seamless execution, and delivering a superior consumer experience.”
