Fenty Beauty steps into a new kind of conversation with the launch of “Rose Amber,” an AI-powered beauty advisor built directly into WhatsApp. The feature turns a simple chat into a space where users can ask questions, get recommendations, and move through the brand’s lineup without leaving their messages.
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The advisor responds in real time, offering product suggestions, tutorials, and reviews based on each request. The experience keeps the pace quick and direct. Users can ask about shade matches, routines, or specific items and receive answers that feel tailored to the moment. Creator videos and customer reviews appear alongside the responses.
Nanette Wong, global vice president of marketing and communications at Fenty, described the launch as part of a broader push to meet users where they already are, as she told Glossy. “We’ve always wanted to partner with Meta more deeply,” she said. “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.”
“Rose Amber” also opens access to Rihanna’s wider beauty portfolio. Fenty Skin and Fenty Hair join the experience, allowing users to move across categories within a single chat. Quizzes and prompts guide discovery, keeping the interaction active and responsive.
Wong pointed to the tone of the experience as a defining element. “What I really loved about this one is this ability to have more of a one-on-one connection,” she said. “It can feel more relatable and conversational, versus looking at a site or looking up Reddit. This is very tailored to what they’re asking.”
Meta supports that direction through its messaging infrastructure. A WhatsApp spokesperson described the partnership as a way to build stronger interactions with users. “We’re thrilled to partner with Fenty Beauty to bring ‘Rose Amber’ to life on WhatsApp,” the spokesperson said. “We saw an opportunity to help them do what we do best: start engaging conversations with their loyal customer base.”
