Is Fenty Beauty in Trouble? Rihanna’s Makeup Showing Up at TJ Maxx Has Fans Asking Questions
Rihanna built Fenty Beauty into one of the most powerful beauty brands in the world. From record-breaking launches to redefining inclusivity in cosmetics, the brand quickly became a global standard. But now, fans are starting to ask an uncomfortable question: is Fenty Beauty struggling?
Rumors about financial trouble have been quietly circulating for months, but they got louder after an article last month claimed that LVMH, Rihanna’s business partner in the brand, may be looking to cut ties and sell off its equity stake in Fenty. According to the report, slower sales were allegedly behind the potential exit.
At the time, many fans brushed it off as speculation.
Now, however, social media is adding fuel to the fire.
From Sephora to TJ Maxx? Fans Spot Fenty at Discount Stores
Over the past few weeks, multiple users on TikTok, Instagram, and X have posted videos showing Fenty Beauty products appearing at discount retailers like TJ Maxx and Marshalls, often marked down with steep price cuts. The clips quickly went viral, with shocked fans pointing out that these were not tiny clearance bins, but visible product displays.
For beauty insiders, this raised eyebrows.
Typically, high-end prestige brands avoid off-price retailers unless they are struggling to move inventory. Discount chains are where excess stock often ends up when products are not selling fast enough through traditional luxury channels.
In other words, seeing a brand like Fenty at TJ Maxx is not exactly the flex it once would have been.
What Does It Really Mean When a Brand Hits Discount Shelves?
Industry experts say off-price placement does not automatically mean a brand is “failing.” Sometimes companies use discount retailers to clear out old packaging, discontinued shades, or over-ordered inventory.
But when it happens repeatedly and at scale, it can signal slowing demand.
That is what has fans connecting the dots between the rumored LVMH exit and the sudden wave of discounted Fenty products. If sales are not moving as expected through traditional channels, brands often look for faster ways to recoup costs.
And for a luxury-positioned brand, that can be risky.
Once consumers get used to buying a product at a discount, it can weaken the brand’s premium image. Beauty shoppers begin to ask: Why pay full price if it might show up at Marshalls next month?
LVMH Rumors Resurface
The earlier report claiming that LVMH may be seeking to sell its stake in Fenty Beauty only adds to the speculation. The article suggested that slower growth than originally projected could be a major factor.
Neither LVMH nor Rihanna has publicly confirmed any plans to part ways, and Fenty Beauty has not issued a statement addressing the discount-store sightings.
Still, fans online are reading between the lines.
One viral comment summed it up: “First the LVMH rumors… now Fenty at TJ Maxx? Something isn’t adding up.”
Is Fenty Actually Fading? Or Just Evolving?
To be fair, Fenty Beauty is no longer the “new brand” it once was. The beauty market is more crowded than ever, with celebrity-backed lines launching almost monthly. Competition is fierce, trends move faster, and even powerhouse brands must constantly reinvent to stay on top.
Some supporters argue that off-price retail does not equal decline, just strategic inventory management in a tough economy. Others believe it is a warning sign that the brand’s momentum may be slowing.
What makes this moment so surprising is that Fenty was once seen as untouchable. Rihanna was the blueprint. Everyone else followed.
So… Is This a Red Flag?
Seeing Fenty Beauty in discount stores, combined with reports of LVMH potentially selling its stake, has fans seriously questioning the brand’s financial health.
Is this just a normal business cycle? Or is it the first real crack in one of beauty’s most powerful empires?
For now, Rihanna remains a billionaire mogul, and Fenty is still a globally recognized brand. But in the world of luxury beauty, perception is everything.
And right now, the optics are raising eyebrows.
What do you think? Is Fenty simply clearing inventory… or is this the beginning of a bigger shift behind the scenes?