So that’s why Rihanna has been slacking so hard on releasing new music: The Hollywood Reporter announced early this afternoon that RiRi has founded Fr8me, a beauty and stylist agency, on the DL alongside managing partner Benoit Demouy, who used to work at beauty and photography agency Tracey Mattingly. “Hair, makeup, and styling play an important role in creativity,” the pop superstar says of her latest venture.
The brand new firm, based in Los Angeles, will assist artists in booking everything from commercials and editorial shoots to ad campaigns and red-carpet jobs. Fr8me has already snatched Rihanna’s longtime makeup artist Mylah Morales, Jason Bolden, a wardrobe stylist who works with Taraji P. Henson, and hairstylists Patricia Morales (who does Fergie) and Marcia Hamilton, who’s responsible for the Smith family’s ‘dos. “We are lucky enough to have some of the best artist at Fr8me,” says Rihanna. She adds, “But I also have a soft spot for finding new talent with extraordinary skills.” Rihanna-approved skills, that is.
In addition, she’s also started a photo agency called A Dog Ate My Homework, which currently reps photogs Erik Asla and Deborah Anderson. “Our goal is to have a stellar reputation,” says industry vet Demouy. He notes that social media will play a huge role in the agency’s modus operandi: “We’ll take a makeup artist with 500,000 followers over someone else.” It’s very exciting news for an industry that’s been compromised by clients who attempt to bypass paying artists by just snagging images off Instagram rather than hiring their own team.
Still, we hope this announcement means that Rihanna will now have a lot more free time to spend in the studio. The people need ANTI, after all—and now that we’re on the subject, some news about Fenty Beauty would be pretty cool, too.