JAY-Z’s MarcyPen Eyes LVMH’s Stake in Rihanna’s Fenty Beauty

MarcyPen Capital Partners, the investment firm co-founded by Shawn “JAY-Z” Carter, is leading the charge to acquire LVMH’s 50% stake in Rihanna’s Fenty Beauty. If this deal goes through, it would hand ownership of the globally influential cosmetics brand to Rihanna and a firm led by one of the most powerful figures in entertainment and business.

A High-Stakes Beauty Power Move

Sources say MarcyPen is currently in discussions and looking at financing options to buy LVMH’s stake. This stake comes from the original partnership established in 2017 with LVMH’s beauty incubator, Kendo Brands.

Fenty Beauty quickly changed the beauty landscape when it launched with a foundation line that features 40 inclusive shades. This forced major brands to rethink how they approach diversity in their products. In 2024, the company generated around $450 million in net sales and is currently valued between $1 billion and $2 billion.

MarcyPen’s Rise: From VC to Major Player

MarcyPen Capital Partners was formed in 2024 from the merger of JAY-Z’s Marcy Venture Partners and the Black-owned investment platform Pendulum Opportunities. The firm manages approximately $1.1 billion in assets and focuses on consumer brands that shape culture.

Traditionally known for minority stakes in growing companies, MarcyPen’s bid for Fenty Beauty marks a major shift towards significant ownership and the influence typically seen in private equity. According to reports, it is suggested that MarcyPen aims to build a platform similar to TSG Consumer, a firm with a portfolio of household names valued in the billions.

Even though MarcyPen has not made a public comment, its actions show both ambition and cultural impact at the crossroads of entertainment, fashion, and global consumer markets.

Rihanna’s Business Evolution

For Rihanna, Fenty Beauty has always been a key part of her business empire. The Barbadian artist and entrepreneur is now recognized as one of the world’s wealthiest self-made individuals, and she still owns half of the company.

Since launching Fenty Beauty with a focus on inclusivity, the brand has ventured into skincare (2020), fragrance (2021), haircare (2024), and a special body care line at major retailers in 2025. The “Fenty effect” changed what is considered typical in prestige beauty and prompted a shift toward greater shade diversity and accessibility, especially for consumers of color.

Industry experts believe Rihanna will likely remain in a creative leadership role at the brand, even with these changes in ownership.

LVMH’s Portfolio Shift and the Broader Industry

LVMH has been considering selling its stake in Fenty Beauty for months. The investment bank Evercore is reviewing strategic options regarding this sale. This decision comes amid changes in their beauty portfolio, following asset sales like KVD Beauty, and talks about other brand assets.

Analysts argue that LVMH’s choice reflects both a strategy for managing its portfolio and an acknowledgment of new independent players reshaping ownership in prestige beauty.

What’s Next

As discussions progress, financial and legal details will likely determine the pace of negotiations. If MarcyPen secures the necessary financing and finalizes the deal, it will represent a milestone in beauty industry investments and highlight the growing influence of Black-led investment in shaping consumer culture.

For Rihanna and JAY-Z, two of the most influential people of their generation, this partnership could mark the beginning of a new era in brand ownership grounded in cultural relevance, strategic growth, and inclusive economic power.