The pop superstar Rihanna has launched a beauty and stylist agency called Fr8me.
According to The Hollywood Reporter, the Los Angeles-based agency will assist artists in booking commercials, editorial shoots, ad campaigns, and red-carpet gigs.
“Hair, makeup and styling play an important role in creativity,” says Rihanna. “I am very involved with that part of my process, so this agency was an organic thing for me to do.”
The talent team includes Rihanna’s makeup artist Mylah Morales, wardrobe stylist Jason Bolden (Taraji P. Henson), hairstylist Patricia Morales (Fergie), and Marcia Hamilton (Jada Pinkett Smith and the Smith family).
“We are lucky enough to have some of the best artists at Fr8me,” says Rihanna, “but I also have a soft spot for finding new talent with extraordinary skills!”
Managing partner Benoit Demouy adds, “Our goal is to have a stellar reputation. The industry’s changed so much—rates have gone down, and clients just grab images off social media, trying to bypass paying artists. But we’re concerned with social media, too—we’ll take a makeup artist with 500,000 followers over someone else.”
In addition to Fr8me, Rihanna has opened a photo agency called A Dog Ate My Homework, which represents photographers Erik Asla and Deborah Anderson.