Rihanna launched her makeup line, Fenty Beauty, in September of last year to much fanfare. Not only was it yet another project by everyone’s favorite Bad Girl, it is also one of the most inclusive makeup lines ever. A recent WWD report proves that keeping ladies of all colors in mind when making makeup isn’t just the right choice to make, it’s also the most profitable one—so profitable, in fact, that Rih’s Fenty Beauty is on track to outsell both Kylie Jenner’s and Kim Kardashian’s cosmetics lines.
For the record, Fenty Beauty was launched in September, while Kylie Jenner’s lip kits started being sold online in 2016. Kim Kardashian launched her KKW Beauty line in June of last year. Even so, according to WWD and Slice Intelligence, the data shows that in its first month, Fenty Beauty’s sales were already five times higher than Kylie’s billion dollar company. By Fenty’s second month, sales were still 34 percent higher than Kylie’s. And keep in mind that Kylie Cosmetics sold $420 million dollars worth of merchandise last year. Kim Kardashian made $14 million dollars in sales in just the first day of KKW Beauty.
The report also sheds light on the kind of consumer is buying up Fenty Beauty. They are the kind of consumers who spend the most on beauty products, suggesting Fenty Beauty is a makeup line that even the most makeup-addicted still love. In fact, they spend an average of $471 every year just on makeup. By comparison, KKW shoppers spend around $278 on cosmetics per year, while Kylie Cosmetics consumers tend to spend about $181 a year.
Finally, Fenty Beauty is the brand with the most diverse fan base. African-American and Hispanic shoppers are the brand’s largest customer base. The brand also boasts a “good” base of Asian consumers, while white consumer are, by comparison, the brand’s smallest consumer group.
Fenty Beauty has only been around for a few months, but with these results, we’ll likely be seeing a lot more of Fenty Beauty and even Fenty Furniture, Fenty Cars, Fenty Electronics in the future. I’m kidding, but could you imagine? I, alongside the millions of other people who love Rihanna and the passion she puts into her projects, would be first in line for all of them.