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← The UX Guide Vol. 1: Luxury Ecommerce

beauty · not disclosed ·

Fenty Beauty

Rihanna launched Fenty Beauty in 2017 with Kendo, the LVMH beauty incubator, opening with a foundation range of 40 shades that pushed the wider cosmetics industry toward broader shade lineups.

The pages

desktop1440 x 900

Fenty Beauty homepage on desktop, not disclosed luxury beauty storefront captured at 1440 x 900
Homepage
Fenty Beauty collection: all on desktop, not disclosed luxury beauty storefront captured at 1440 x 900
Collection: All
Fenty Beauty product page on desktop, not disclosed luxury beauty storefront captured at 1440 x 900
Product page

mobile390 x 844

Fenty Beauty homepage on mobile, not disclosed luxury beauty storefront captured at 390 x 844
Homepage
Fenty Beauty collection: all on mobile, not disclosed luxury beauty storefront captured at 390 x 844
Collection: All
Fenty Beauty product page on mobile, not disclosed luxury beauty storefront captured at 390 x 844
Product page

Palette

Surfaces, by share of painted area

77.6%
10.1%
77.6% #ffffff page
10.1% #000000 dark bands
7.6% #f5f5f5 panels and cards
4.4% #2b2727 secondary surface
0.2% #d8d8d8 accent

Ink, by share of text set in it

49.2%
36.9%
9.4%
49.2% #2d2929 body and headings
36.9% #ffffff reversed on dark
9.4% #666666 emphasis
2.7% #000000 emphasis
1.9% #090a0b emphasis

Imagery, by share of the page it covers

17.8% photograph, the rest is surface

Typography

sans-serif · everything

Brown

of all text on the page

100% sans-serif

The icon set

cart
search
account
menu
close
wishlist

Ecommerce components, rebuilt to spec

Add to cart
Type
Brown 12px / 400 / 0.3px tracking / uppercase
Color
rgb(255, 255, 255) on rgb(0, 0, 0)
Shape
0px radius, 15px 20px padding, 40px tall
Width
421px as rendered
Product card
Grid
23 across, 284px wide
Image
0.8 : 1 crop, cover