Singaporean reality TV star Kane Lim has become the newest face of global beauty brand Fenty. Lim who stars in Netflix’s Bling Empire will be part of the billion dollar brand that is owned by superstar singer Rihanna.
The announcement appeared on social media on May 10 when Fenty Beauty’s official Instagram account shared a picture of Lim from the campaign.
The TV star looked dapper while flaunting his makeup in the pictures that 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)”
Lim, 31 will be 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.
During 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 said that the whole experience has been extremely humbling for him and this campaign has helped him discover new confidence in himself.
Born in 1989 in Singapore, Bling Empire is Lim’s first television appearance and according to the Netflix series he is one of the youngest and richest Asian personalities in real estate and investment. Lim was born in Singapore but is currently a US citizen.
Fans of Lim who watched season 1 of Bling Empire would have enjoyed Lim’s flashy and over the top style, not to mention his upbeat personality. Living in Beverly Hills, the practicing Buddhist said in an interview with the Hong Kong Tatler, “Friendship also means being able to support each other during the toughest times.” In the beginning, viewers may have felt that they would not understand the cast’s lifestyles, but Lim has gone on to prove that kindness and friendship transcend time and money.