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What are you searching for?
Users can ‘hit up’ conversational agent Rose Amber to explore makeup, skin and hair care products at their fingertips.
April 1, 2026
By: Lianna Albrizio
Associate Editor
Rihanna-owned Fenty Beauty, a Happi Top 50 Company, has “entered the chat.”
In a new partnership with WhatsApp commerce platform, Charles, the cosmetics brand is launching an AI-powered beauty advisor on the Meta-owned platform that aims to make beauty exploration fun, personal and playful, per brand officials.
With the partnership, users can start a chat with conversational agent Rose Amber to explore Fenty Beauty’s products for makeup, skin, and hair. The chatbot is named for one of Rihanna’s favorite Gloss Bomb Universal Lip Luminizer shades.
“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.”
The Fenty Beauty WhatsApp experience harnesses reviews, videos and fan favorites through its beauty agent to be a tool, which translates collective insight into personal guidance.
Reportedly, over 100 million people in the US use WhatsApp to chat with friends, family and colleagues. Users can discover formulas to fan favorites, take a Fenty Beauty Lip Quiz and access community reviews and short videos that highlight IRL experiences with Fenty Beauty.
Fenty Beauty’s new AI-agent is service-oriented in nature, aiming to solve WhatsApp users’ beauty questions and concerns. Common queries include how to make skin look less oily, ways to define curls and how to get their favorite lip color to last longer.
Users will receive product recommendations that lead to FentyBeauty.com for product purchasing and will also be afforded the opportunity to explore coinciding product pairings, shade matches and more.
Fenty Beauty made the Forbes’ 2026 Best Customer Service List. Read the article here.
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