Fenty Beauty products available at Sephora from Thursday

An advertisement for Fenty Beauty. [SEPHORA KOREA]

Pop star Rihanna’s cosmetics brand, Fenty Beauty, will be made available at Sephora, starting with the beauty retailer’s online shopping mall, Thursday.

Fenty Beauty is a cosmetics brand made by a partnership between Rihanna and Kendo, a group of cosmetics brands under the French LVMH, and is known for its inclusive offering of foundation shades and cruelty-free ingredients. It was one of the most highly anticipated brands among local Sephora fans, according to the beauty retailer.

While Fenty Beauty first landed in Korea last September and was available through local duty-free stores, this is the first time it is being sold to general consumers in Korea. Normally, people buying from duty-free shops have to prove that they will be leaving the country and taking the goods with them.

An array of foundations, highlighters and color cosmetics from Fenty Beauty will be stocked on the shelves of four different offline Sephora stores in Seoul from June 18.

Sephora prepared various promotions to celebrate its launch. All first purchasers of Fenty Beauty products will receive a 15 percent discount. Visitors to Sephora's store will be able to try the ‘Fenty Face Beauty Play’ service, a free professional makeup service using the brand’s products, through July 1.

Last September, Rihanna arrived two hours and a half hours late to a beauty event held at Lotte World Tower, and was lambasted online by Korean commentators.

BY KANG JAE-EUN [kang.jaeeun@joongang.co.kr]