Kane Lim, the Singaporean reality TV star from Netflix’s Bling Empire, is the newest brand ambassador —and the first in Southeast Asia — of Fenty Beauty. The billion-dollar company owned by beauty mogul and singer Rihanna, announced the news yesterday.
Here’s all we know about the partnership between Fenty Beauty and Kane Lim
The official Instagram account of Fenty Beauty shared pictures of Lim looking dapper and flaunting his makeup. The campaign images were captioned, “BLING BLING! Introducing our newest #FentyFacePartner — Kane Lim @kanelk_k! Stay tuned for the Fenty Beauty and @fentyskin serves. Welcome to the Fenty Fam! (sic)”
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This partnership makes the 31-year-old the first Southeast Asian brand ambassador for Fenty Beauty. The campaign that Lim is a part of will debut in Sephora’s flagship store in Singapore, in May.
Kane Lim on Fenty Beauty campaign
The philanthropist and real estate developer aims to reduce the stigma around men’s skincare through the campaign. In an interview with People, Lim said, “I think a lot of times Asian men don’t feel comfortable discussing skincare and beauty and for me to be able to say, ‘Hey, I’m using foundation’ and wearing it proudly is very powerful. It’s breaking barriers.”
He also spoke about how this partnership came into existence and his friendship with Rihanna. The TV star said, “When season one of Bling dropped, She was like, ‘So, when is season two coming out?’ From there, we’d DM emojis and fun stuff. She’s the sweetest person and when this came about I said, ‘You helped me a lot.’ This just means so much to me.”
Lim also added that the whole experience has been extremely humbling for him and this campaign has helped him discover a new confidence in himself.
(Main and Featured Image: fentybeauty/Instagram)
This story first appeared on Prestige Malaysia