by Jackson Lord
While celebrity apparel and fragrance lines tend to be hit-or-miss, Rihanna’s Fenty Beauty brand is on track to outsell Kylie Jenner’s Kylie Cosmetics business, which, as reported last year, is expected to be a billion-dollar enterprise by 2022. According to a report from Slice Intelligence, RiRi’s 4-month-old LVMH-owned beauty brand — which already has a cult following, thanks to its inclusive range of foundations and, you know, Rihanna — will also beat revenues from Kim Kardashian’s KKW Beauty line.
Fenty launched in September 2017, but the brand’s first-month sales were five times higher than Kylie Cosmetics’, and 34 percent higher the next month, according to data from Slice Intelligence shared exclusively with WWD. Two-year-old Kylie Cosmetics has the highest yearly sales, and Jenner told WWD in August the brand has sold a total of $420 million in products.
Kardashian’s KKW was expected to generate more than $14 million in sales within minutes of launching in June, but Slice did not reveal revenue for the brand, per WWD.
Fenty’s customers spend the most on beauty products in general, shelling out $471 per year on makeup. Fans of KKW spend $278 in the category and Kylie Cosmetics shoppers spend $181, WWD reported.
Rihanna’s line, sold through Sephora, is also ahead of Kat Von D’s brand, another top-selling personality-driven beauty line. Kat Von D fans spend $371 annually on beauty products in general.
After taking two years to develop the product line, Rihanna debuted Fenty with a wide range of foundations and highlighters, Refinery29 reported. The line has since expanded to include eye shadows and lip products, and its success shows inclusion is more than a marketing trend.
“I wanted things that I love. Then I also wanted things that girls of all skin tones could fall in love with,” Rihanna told Refinery29. “That was really important for me. In every product I was like: ‘There needs to be something for a dark-skinned girl; there needs to be something for a really pale girl; there needs to be something in-between’.”
Slice’s data showed Fenty has the most African-American and Hispanic shoppers, as well as a large group of Asian customers, while white customers are the brand’s smallest consumer group.
Sales from Fenty, Kylie Cosmetics, Kat Von D and KKW account for 29.2 percent of all online beauty revenue in the U.S., but their collective customers represent 12 percent of shoppers, per WWD.
After Fenty’s bold entrance in the market, Time named the makeup line one of its 25 Best Inventions of 2017.
“I love challenges,” Rihanna told Time. “So I’m going to continue to have fun and push the boundaries in this industry.”