Rihanna’s Fenty Beauty announced on Monday that “Bling Empire” star Kane Lim will serve as the newest ambassador and face for the billion-dollar beauty brand.
Lim was born and raised in Singapore, moving to Los Angeles in 2014, and is well known for being a part of the cast of the Netflix reality series “Bling Empire,” which features the glamorous lifestyles of wealthy Asian and Asian American socialites.
As the first Southeast Asian ambassador for Fenty Beauty, Lim will be featured in an upcoming campaign series that will debut this month in Singapore’s Sephora flagship store.
In an interview with People, Lim described his latest opportunity as “very humbling” and a boost in developing a “newfound confidence.”
“I don’t know if people know this, but I suffer from a lot of insecurities,” Lin said. “So, this partnership means a lot for me in terms of self-confidence. 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. It was nerve-wracking … When I did the shoot, I was like, ‘Oh wow.’ This was the first picture where I actually didn’t need photoshop, which is incredible.”
The real-estate agent and developer explained that he and Rihanna developed a friendship over the years by directly messaging each other on Instagram. After the first season of “Bling Empire,” Rihanna purportedly asked Lim when Season 2 would be released and the two began regularly exchanging “emojis and fun stuff.”
Lim hopes to serve both the Black and Asian community and to change the negative stigmas that surround Asian men and skincare.
“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,” Lim said.
The 31-year-old recently joined West Hollywood’s Oppenheim Group as a real estate developer and is well-known for his philanthropic work, often donating to charities such as Miracles for Kids and Uplift Services.
The second season of “Bling Empire” will be released on May 13 on Netflix and will consist of eight episodes which Lim has described as being packed with “drama.”