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Rihanna did not only host a private Fenty Beauty launch party in New York on Thursday (Sep 7th), but also stole the keys to the Sephora store at Times Square to celebrate her products officially hitting the shelves at midnight.

Just as she did with the launch of the pop-up shop for her Fenty x Puma collection before, the pop star jumped behind the cash register to start ringing up her fans, yelling to the cheering crowd, “This is my very first Fenty Beauty customer, this is the very first purchase of life,” before turning to the Sephora employees and the customer and thanking each of them, adding, “I will never forget this.”

Inside the store, Sephora staffers wearing branded “Perfect” shirts were buzzing about, yaaaaas-ing when “This Is What You Came For” blared over the speakers and Instagramming their best booty pops and shoulder shimmies set to “Wild Thoughts.” There was electricity in the air on both sides — fans outside straining for a peek of the pop star inside the building, and store employees looking out at the impending wave of hysteria about to descend on the floor.

Arriving to Sephora
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Inside the exclusive Sephora launch
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Posted by An.J / Filed under: Appearances, Events, Exclusive, Fenty Beauty