Fenty Beauty Puts an AI Beauty Advisor Inside WhatsApp in UK First
Fenty Beauty has launched an AI-powered beauty advisor on WhatsApp, the brand's first partnership of its kind, letting users open a chat to explore products across its makeup, skin and hair ranges.
The advisor has been built with Charles, a WhatsApp commerce platform, and is named Rose Amber after one of Rihanna's favourite Gloss Bomb Universal Lip Luminizer shades. Rather than working like a search engine, it is designed to hold a conversation, answering beauty questions and pointing users towards products through what the brand describes as playful discovery chats.
What sets the tool apart, according to Fenty, is that it leans on community content rather than brand messaging alone. Alongside its recommendations, Rose Amber surfaces authentic reviews, creator videos and tutorials, so users get a steer from the AI and from other customers at the same time.
"At Fenty Beauty, we believe in digital innovation through community," said Nanette Wong, Fenty Beauty Global Vice President of Marketing and Communications. "We're excited to bring our community to WhatsApp, where our AI agent will amplify real fan voices to create something search engines can't: discovery that feels like a text from a friend."
Wong said the social proof element was central to the proposition. "The community content component is really what sets us apart. Rose Amber doesn't just offer answers to questions, but backs it up with creator videos, tutorials, and reviews. You're getting real, trusted advice from an effective AI tool, but also from other people like you, too. The power is in the social proof."
The advisor is positioned as a service tool first and it is built to handle practical concerns such as how to make skin look less oily, how to better define curls or how to get lip colour to last longer, then guide users towards relevant products. Recommendations link through to FentyBeauty.co.uk for purchase, with users also prompted to explore shade matches and product pairings across Fenty Beauty, Fenty Skin and Fenty Hair.
Fenty's reasoning for choosing WhatsApp rests on familiarity. The platform is where people already message friends, family and the businesses that matter to them, and it is often those same contacts who hand out beauty advice. The brand argues that operating inside that environment lends the advisor a sense of trust that other digital experiences struggle to match, while combining personal recommendation with the reach of AI.
Fenty Beauty was founded by Rihanna in 2017 in partnership with KENDO Brands, the LVMH-owned beauty developer, and has since expanded into Fenty Skin, Fenty Eau de Parfum and Fenty Hair under its "Beauty For All" ethos.
