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Singaporean reality TV star Kane Lim is the newest face of global beauty brand Fenty. Lim, who stars in Netflix’s Bling Empire, will be part of the billion-dollar brand owned by superstar singer Rihanna.

The announcement took to 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 adjusting her makeup in the pictures, with the caption, “BLING BLING! Introducing our newest #FentyFacePartner – Kane Lim @kanelk_k! Stay tuned for the Fenty Beauty and @fentyskin served. Welcome to the Fenty family! (sic)”

Lim, 31, will be the first Southeast Asian brand ambassador for Fenty Beauty. The campaign, which Lim is participating in, will debut at 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 talking about skincare and beauty, and it’s very powerful when I can say, ‘Hey, I use foundation’ and wear it proudly. It breaks down barriers.”

He also spoke about how this partnership came about and his friendship with Rihanna. The TV star said: “When the first season of Bling fell out, she was like, ‘So when is the second season coming out?’ From there we DMed emojis and fun stuff. She’s the sweetest person and when it came to that I was like, ‘You’ve helped me a lot.’ It just means so much to me.”

Lim also said the whole experience was extremely humbling for him and this campaign helped him find new confidence.

Born in Singapore in 1989, Bling Empire is Lim’s first TV appearance and is one of the youngest and richest Asian personalities in real estate and investing, according to the Netflix series. Lim was born in Singapore but is currently a US citizen.

Lim fans who watched Bling Empire Season 1 would have enjoyed Lim’s bold and over-the-top style, not to mention his upbeat personality. The Beverly Hills-based practicing Buddhist said in an interview with the Hong Kong Tatler, “Friendship also means being able to support one another in the most difficult of times.”

At first, viewers might have felt like they didn’t understand the cast’s lifestyle, but Lim proved that kindness and friendship transcend time and money.

Post-Bling Empire Fenty’s new face, Kane Lim, first appeared in The Independent News.

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