Fenty Beauty On Track To Outsell Kylie Cosmetics And KKW Beauty

And the brand is only a few months old

Fenty Beauty is taking over. Rihanna’s new beauty brand is already expected to top its fellow celebrity make-up lines, like Kylie Jenner’s Kylie Cosmetics and and Kim Kardashian’s KKW Beauty, WWD reports.

Though Jenner’s label still had the highest yearly sales, Rihanna’s line is quickly catching up. In its opening month, Fenty Beauty sales were five times those of Kylie Cosmetics, and 34 percent higher in the second month, according to new research from Slice Intelligence.

Rihanna’s brand may have a bit of an advantage, since it’s sold at Sephora in America and British department store Harvey Nichols, while the Kardsahians’ products are only direct-to-consumer. Fenty Beauty and KKW Beauty are only a few months old (they launched in September and June, respectively) while Kylie Cosmetics is nearing its two-year anniversary.

The data also shows that Fenty Beauty fans consume the most beauty products in general, spending an average of $471 on make-up per year. Meanwhile, Kat Von D (another big celeb brand sold at Sephora) shoppers spend $371, KKW Beauty shoppers spend $278, and Kylie Cosmetics shoppers spend $181.

Fenty Beauty also beat other brands in customer diversity. It boasts the most African-American and Hispanic consumers and a strong base of Asian consumers.

The brand’s groundbreaking 40-shade foundation range is likely the reason why. When it was first unveiled, beauty fans praised Rihanna for making her line inclusive and tailored to various skin tones.

“The biggest challenge was making sure that each product covered all skin tones, and it was a challenge I was up for,” Rihanna told BAZAAR.com before Fenty Beauty’s official launch. “I didn’t care how long it took, I was going to make sure that we covered most skin tones. Diversity and inclusivity are important to the brand. I hope that fans, make-up lovers, and makeup artists feel that.”

From Harper’s Bazaar UK