Fenty Beauty is taking its first social media strategy to messaging. On Wednesday, the Fenty Beauty brand launched “Rose Amber,” an AI beauty advisor designed for WhatsApp, marking its first official collaboration with the US platform.
The experience allows users to chat directly with the brand on WhatsApp to receive product recommendations, tutorials and reviews in a chat mode. It’s designed to feel like you’re texting a friend.
“We’ve always wanted to partner with Meta seriously,” said Nanette Wong, global vice president of marketing and communications at Fenty. “WhatsApp is widely used around the world, and our community and reach are important to us. So, we’re always thinking of new ways to connect with them.”
The brand has been experimenting with digital platforms for several years, including the implementation of gaming platforms. But messaging introduces a different aspect of interaction.
“What I really liked about this was this ability to have a one-on-one connection,” Wong said. “It can feel more friendly and conversational, compared to browsing a website or browsing Reddit. It depends on what they’re asking.”
Within the chat, users can ask questions about skin concerns, ask questions, or review products across Fenty Beauty, Fenty Skin and Fenty Hair. The assistant responds with product suggestions as well as designer videos and customer reviews. The focus on highlighting social issues is intentional, Wong said.
For Meta, the partnership reflects a broader process of expanding the way businesses use messaging.
“We are excited to partner with Fenty Beauty to bring ‘Rose Amber’ to life on WhatsApp,” said a WhatsApp spokesperson. “We saw an opportunity to help them do what we do best: start communicating with their loyal customers.”
“In many places around the world, WhatsApp is a way of life,” the spokesperson added. “Every day, people have more than one billion active threads about businesses across the Meta messaging platform, and nearly 80% of people worldwide send a business message at least once a week.”
In some markets, those interactions extend beyond customer service to include in-apps. In Delhi, users can buy a train ticket to the airport and travel via WhatsApp. In Brazil, more than 20% of L’Oréal’s direct-to-consumer online sales come through chat commerce on the app, as the company uses chat-based interactions to guide purchases and answer questions in real time, according to a New Yorker report. The company also found that WhatsApp is six times more effective than email at converting abandoned carts.
And across the board, WhatsApp is accelerating as an engagement channel.
L’Oréal is expanding its AI-powered “Beauty Genius” app to WhatsApp in early 2026, enabling users to message an assistant “just like you would a friend,” according to a Beauty Inc. report. among users who interact with it. The plan, executives said, is to meet the growing demand for business consulting while positioning the business as a trusted source of expertise.
WhatsApp relies on this existing behavior. “WhatsApp already provides solutions for millions of businesses of all sizes to reach and grow their customers,” said a company spokesperson. “What sets this apart is that Fenty Beauty is one of the first beauty brands to use WhatsApp as a storytelling channel.”
For Fenty, the proposal is also about testing how far a channel can go. Wong described the experience as a work in progress, with plans to improve it based on user feedback. And the long-term ambition extends beyond the US, Wong said. He pointed to the opportunity to expand the offering globally, deepen messaging and customer interaction and facilitate in-app purchases.
At the same time, he positioned WhatsApp as part of a broader marketing mix. He said: “We used to think that the customer was on one journey, like one journey – but we know today that customers are everywhere, at the same time. “This really goes with all the angles that we do.”
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