MUMBAI: Rihanna has started her own fashion agency named ‘Fr8me’ along with business partner Benoit Demouy, and she says it is a natural progression for her.

"Hair, make-up and styling play an important role in creativity. I am very involved with that part of my process, so this agency was an organic thing for me to do," Rihanna told hollywoodreporter.com.

The firm, based in Los Angeles, will help to get artists booked for adverts, editorial photoshoots and even red carpet events.

The new company has already employed some elite beauty artists who have worked with A-list stars. These include the singer's longest-serving make-up artist Mylah Morales and hairstylist Marcia Hamilton, who is known for her work with actor Will Smith, wife Jada Pinkett Smith and their children.

"We are lucky enough to have some of the best artists at Fr8me, but I also have a soft spot for finding new talent with extraordinary skills!" the ‘Diamonds’ crooner said.

According to Demouy, the company is looking to recruit make-up technicians who preferably have lots of followers on social media.

"Our goal is to have a stellar reputation. The industry's changed so much -- rates have gone down, and clients just grab images off social media, trying to bypass paying artists. But we're concerned with social media, too -- we'll take a make-up artist with 500,000 followers over someone else," Demouy added.