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    By Kimberly Wilson ·Updated April 3, 2026 Getting your Trinity Audio player ready…

    If you’ve ever wished you could text a beauty expert late at night to ask which Fenty foundation shade matches your undertone or which lip combo will last through a full day, well, Fenty Beauty just made that possible. The brand just launched Rose Amber, an AI-powered beauty advisor that lives inside WhatsApp and answers your questions in real time.

    Fenty Beauty has never partnered with WhatsApp in the U.S. before, making this a first for the brand. It also comes at a time when messaging apps are becoming real drivers of beauty shopping. WhatsApp already has deep roots in the U.S., with a user base in the tens of millions. “We’ve always wanted to partner with Meta more deeply,” Nanette Wong, global vice president of marketing and communications at Fenty, told Glossy. 

    “WhatsApp is so widely used all over the world, and our community and accessibility are important to us. So, we’re always thinking of new ways to connect with them.”

    Leave it to Rihanna to make even the AI feel personal. The name comes straight from Rihanna’s personal favorites, her favorite shade from the Gloss Bomb Universal Lip Luminizer line. The advisor is built to feel conversational, offering product recommendations, tutorials and customer reviews without sending you through a long quiz. Creator videos accompany the guidance Rose Amber provides, so users are getting a mix of AI-powered insight and real-world perspective in one place. The platform has also made clear it is not just a personal messaging app anymore. Businesses across Meta’s platforms are engaged in an enormous volume of daily conversations with customers, and brands are paying attention. Fenty is no exception.

    Beyond makeup, Rose Amber opens the door to Rihanna’s wider beauty universe, with Fenty Skin and Fenty Hair both part of the experience, giving users a way to shop and learn across the full portfolio in one conversation.

    Longer term, Wong told Glossy the brand is thinking beyond the U.S. launch, with global expansion and in-app purchasing both on the radar. For now, the advisor directs users to FentyBeauty.com to complete any purchases, but don’t expect it to stay that way for long.

    Inclusivity has been central to Fenty from the beginning, so bringing a beauty advisor into a space people already use daily feels like a natural next step (and if you’ve ever tried to find your exact shade online, you know how badly something like this was needed). As Wong put it, the goal is creating “discovery that feels like a text from a friend.” And with Rose Amber, Fenty may just be pulling it off.

    Users can connect with Rose Amber by starting a conversation directly through WhatsApp.

    The post Fenty Beauty Just Turned WhatsApp Into Your Personal Beauty Advisor appeared first on Essence.

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