Myer is expanding its beauty offer with the addition of Fenty Beauty, a move driven by a strategy to attract younger shoppers, with online searches showing rising interest in Fenty at Myer.

The Fenty Beauty launch is part of a broader partnership between Myer and Kendo Brands, the owner of the label.

Over the past year, Myer has added 22 new brands and 1,731 new SKUs, signaling ongoing growth and transformation of its beauty department.

This expansion comes as Sass & Bide stores are temporarily shut down for a broader overhaul of the womenswear label.

Antonius Hanegraaf, VP APAC at Kendo Brands, says the partnership will expand Fenty’s footprint in Australia, a key international market as Myer reshapes its retail strategy.

Hanegraaf describes the collaboration as an exciting chapter for Kendo Brands in an important international market.

Fenty Beauty, founded by Rihanna, is known for inclusive shade ranges and products designed for diverse skin tones and types.

Customers can shop Myer Beauty both in-store and online through the Myer Beauty section.