Rihanna: Category Creation Over Competition

Using principles associated with Rihanna.

The documented principle: The Fenty Beauty launch is widely documented for its unusually broad foundation shade range, which was reported at the time as addressing a gap the existing beauty industry had largely ignored.

Why it mattered: This mattered because it positioned the brand as solving a real, underserved problem rather than competing on the same terms as existing players.

Applied to a hair business: For a hair business, this looks like identifying an underserved need in your local market instead of only competing on price or trends against every other stylist nearby.

Your one action: This week, write down one client need in your area that you don’t think is being well served right now.