The 35 year old music and beauty mogul will shift from the day-to-day executive job to an alternative leadership role as executive chair of the company.

“It’s been beautiful to see our vision for Savage X Fenty impact the industry at such an incredible magnitude over the last five years. This is just the beginning for us, and we’re going to continue to expand in ways that always connect with the consumer. I’m so grateful and excited to welcome Hillary Super as our new CEO — she is a strong leader and is focused on taking the business to an even higher level,” Rihanna said in a statement.

Rihanna sent shockwaves in the fashion industry when she announced the start of Savage X Fenty 5 years ago. Known for its over-the-top fashion shows and inclusive fashion styles, the brand quickly rose in popularity and is now seeking to expand beyond ecommerce.

Since last year, it has opened seven stores in US cities, including Los Angeles, Houston, Las Vegas and Atlanta - and there is potential for even more stores overseas.

Rihanna first rose to billionaire status with her skincare brand Fenty Beauty which launched back in September of 2017. The cosmetic brand immediately garnered a legion of fans and was widely praised for its inclusive foundation which featured up to 40 shades. In just one year, Forbes estimated the brand made more than $550m in annual revenue.

The new CEO of Savage X Fenty is a seasoned fashion executive who has worked with a series of apparel companies such as Guess, American Eagle and Gap. Analysts are speculating that the move to hire Super as the new Chief Executive is intended to prop up Fenty’s credibility at Wall Street in preparation for a possible IPO at a valuation of 3 billion dollars.

Last year, Savage X Fenty raised $125 million, bringing its total funding to $310 million. The company’s success raised Rihanna’s personal net worth to $1.7 billion, according to Forbes, making the singer the second-wealthiest female entertainer behind Oprah Winfrey.

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