This is the kind of thing that makes Rihanna so… Rihanna. 

It was announced yesterday that Rihanna’s Fenty Beauty has launched a new drop with art collective MSCHF (like “mischief). Here’s how it works: for $25 you order a box and when it arrives it contains packets that are labelled “ketchup or makeup”. You don’t know until you open. You might get a Fenty lipgloss in a red shade with subtle sparkles. Or you might be putting ketchup on your lips. And there’s no guarantee that the box won’t be ALL ketchup or ALL Fenty. 


Influencers have been sharing the experience: 


@fentybeauty x @mschfz this is INSANE #mschf#ketchupormakeup

♬ Monkeys Spinning Monkeys - Kevin MacLeod & Kevin The Monkey

I’m very fascinated by this idea 😭🍅 #mschf #fentybeauty #mschfxfenty #ketchupormakeup #lipgloss #fentybeauty #makeuptrend #mschfxfentybeauty #rihanna #fentyglossbomb

♬ Monkeys Spinning Monkeys - Kevin MacLeod & Kevin The Monkey

For me it’s giving mystery box and Bertie Botts Every Flavour Beans, for those of you who know Harry Potter. And that’s the fun of it. People love a mystery box, and Every Flavour Beans are a risk that isn’t entirely harmful. A vomit-tasting bean is gross, sure, but it’s not going to have lasting consequences. And I don’t think I would mind having ketchup on my lips. I LOVE ketchup. 

But I love even more that Rihanna signed off on this collaboration. It’s totally consistent with her brand – irreverent, original, and most importantly… FUN. Another super smart business decision. 

Here’s Rihanna in New York leaving a meeting with A$AP Rocky last night.