Bigger Than a Brand: Bling Empire’s Kane Lim Is Fenty Beauty’s First Southeast Asian Ambassador - Lifestyle Asia

“Conversations about me working with Fenty first came about during the height of both the Black Lives Matter and Stop Asian Hate movements,” Lim said.

Fenty Beauty and Fenty Skin have welcomed their newest and first Southeast Asian brand ambassador, Bling Empire’s Kane Lim.

Rihanna’s skincare label is known for placing inclusivity and diversity at the forefront of its mission. For instance, Fenty Beauty offers a Liquid Foundation for 50 different skin tones, catering to all races.  

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“I feel very humbled and grateful to be partnering with Fenty Beauty. I have to pinch myself to even think that I am partnering with such an iconic brand founder and brand. I’ve always looked up to Rihanna—not just for her music but as a person,” the reality star says in a press release.

“I love that she is unapologetically herself and really ‘sees’ everyone, regardless of race, background, or religion. I love that, and as an Asian man, I’m able to join forces with a brand created by such a strong black woman. I love the significance of that partnership and the strength of that community.”

Lim will appear in Fenty campaigns launching at Sephora Singapore’s flagship store this month. On the brand’s website, the 31-year-old shares his favorite Fenty Products: the Hydra Vizor Invisible Moisturizer, Eaze Drop Skin Tint, Liquid Killawatt Fluid Freestyle Highlighter, and Brow MVP Sculpting Wax Pencil & Styler, and Gloss. 

Battling insecurities

Since Lim shot to fame last year by appearing in the Netflix reality show, he admits the public’s perception of him can be wrong. 

“I don’t know if people know this, but I suffer from a lot of insecurities. So, this partnership means a lot for me in terms of self-confidence,” Lim told People.

 “People look at my Instagram and think differently, but that’s because you can curate and edit these posts, but with a campaign… it’s different. It’s more real. 

Bling Empire, which is premiering its second season on May 13, revolves around the affluent lives of Asian-Americans based in Los Angeles. Lim is from a wealthy Singaporean family, who, in contrast to him, prefers to stay low-profile.

Although Lim remains tight-lipped about his family’s fortune, he clarified to Yahoo! News that his father is not a billionaire. He later confirmed that their business is in real estate and the oil industry. 

However, his family supports his public figure status. ​​”My parents were visiting me recently, and my dad was like, ‘Where’s the Fenty? Where’s your [Fenty Mask],” he told the publication. Currently, Lim runs an investment fund in LA that deals with real estate.

Breaking stigmas

Lim representing Fenty has been in the works since last year. “Conversations about me working with Fenty first came about during the height of both the Black Lives Matter and Stop Asian Hate movements.”

“[Rihanna] is one of the few huge icons that really marched with us, and that meant a lot to us,” Lim told The Straits Times, referring to Rihanna’s appearance at New York’s Stop Asian Hate rally in April 2021.

Lim considers it an “honor” to represent Asians for a global brand. “I told [Rihanna], ‘This is bigger than the brand, this is bigger than Fenty. This is bigger than me; this is bigger than you. It’s elevating both communities. The more people see us together, the more it breaks stigmas.'”

Banner photo from @Fentybeauty on Instagram.

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