This AI-powered WhatsApp advisor delivers personalized shade matches and tutorials right to your phone
There’s a new beauty guru in your contact list, and she’s available 24/7. Fenty Beauty has officially launched Rose AI, an AI-powered beauty advisor living inside WhatsApp — and she’s ready to answer everything from foundation shade questions to full-glam tutorials, all without making you sit through an endless online quiz.
This marks the first time Fenty Beauty has partnered with WhatsApp in the United States, and the timing couldn’t be more intentional. Messaging apps have quietly become some of the most powerful spaces for beauty discovery, and WhatsApp — with tens of millions of active users stateside — is no exception. Fenty’s global vice president of marketing and communications, Nanette Wong, shared with Glossy that the brand has long wanted to deepen its relationship with Meta, emphasizing that community and accessibility are always top of mind as the brand continues to explore new ways to reach its audience.
The Name Behind the AI
Leave it to Rihanna to make even the tech feel personal. The name Rose AI wasn’t chosen at random — it draws inspiration directly from one of Rihanna’s personal favorites within the Gloss Bomb Universal Lip Luminizer line. That detail alone says everything about how intentional this rollout is. This isn’t just a chatbot slapped onto a beauty brand. It’s an extension of the Fenty ethos: thoughtful, personal, and dripping in that signature RiRi touch.
What Rose AI Actually Does
Rose AI functions as a real-time beauty concierge. Users can reach out directly through WhatsApp and receive personalized product recommendations, step-by-step tutorials, and verified customer reviews — all within a single conversation. What makes the experience stand out is that it skips the lengthy questionnaire format that most virtual try-on or shade-matching tools rely on. Instead, it’s designed to feel like a genuine back-and-forth exchange.
Creator videos are woven into the guidance Rose AI provides, meaning users aren’t just getting algorithm-generated suggestions — they’re also getting authentic, real-world perspectives from content creators. It’s a blend of AI intelligence and human relatability that makes the advisor feel less like a tool and more like a trusted beauty bestie.
The Full Fenty Universe, in One Chat
Rose AI doesn’t stop at makeup. The advisor also gives users access to the broader world Rihanna has built, spanning Fenty Skin and Fenty Hair. That means you can ask about a complexion-care routine in the morning, pivot to a lip tutorial in the afternoon, and circle back to a hair question before your evening plans — all without ever leaving the chat window. For anyone who has ever wished they could shop and learn across the full Fenty portfolio without bouncing between multiple platforms, this is the seamless experience they’ve been waiting for.
What’s Coming Next for Rose AI
For now, Rose AI directs users to FentyBeauty.com to complete purchases, but Wong made clear that won’t be the end goal. Global expansion is already on the radar, and in-app purchasing is among the features the brand is actively exploring for the future. The U.S. launch is just the beginning.
Inclusivity has been at the core of Fenty Beauty since Rihanna first shook up the beauty industry in 2017 with a 40-shade foundation launch that exposed the industry’s long-standing lack of range. Bringing a beauty advisor into a space where people are already spending their time feels like a natural — and overdue — evolution of that mission. Wong described the overall goal as creating a discovery experience that feels as effortless and personal as getting advice from a close friend. With Rose AI, that vision appears to be exactly what’s being delivered.
To connect with Rose AI, users can start a conversation directly through WhatsApp and begin exploring the full Fenty portfolio in real time.
Source: Essence
