Move over, Kim and Kylie. After launching in September of last year, Rihanna’s Fenty Beauty line is on pace to surpass Kylie Kenner’s Kylie Beauty and Kim Kardashian’s KKW lines in revenue.
According to WWD, who cites research from Slice Intelligence, Kylie Cosmetics had the highest yearly sales, but Fenty’s sales in its first month were five times that of Kylie Cosmetics and 34 percent more in its second month.
The field is a lucrative one. Last year, Jenner revealed that she moved $420 million in retail sales in 18 months. Kardashian’s KKW was projected to move more than $14 million, just minutes after its launch. Rihanna’s projections could be massive, but exact numbers have yet to be released.
Fenty Beauty, which has already surpassed Kat Von D’s makeup line in sales, is ahead of all the aforementioned brands in how much its customers spend on beauty products with an average of $471/year. This beat out figures for Kat ($371/year), KKW ($278/year), and Kylie Cosmetics ($181/year), according to the report.
On top of this, Fenty Beauty attracts a more diverse fan base, reaching more African-American and Hispanic consumers than any of the other brands mentioned. Diversity was a key point of Fenty Beauty’s initial ad campaign, which included models like Duckie Thot, Halima Aden, Slick Woods, and Indyamarie Jean. The company also has a “good base of Asian” supporters, but white customers are its smallest consumer group. The report indicates that Kylie, KKW, and Kat also did well among diverse shoppers.
Rihanna’s budding makeup career isn’t slowing down her other hustles. RiRi just scored her 50th Hot 100 top 40 hit with N.E.R.D’s “Lemon” and is set to perform “Wild Thoughts” with DJ Khaled and Bryson Tiller at the Grammys on Sunday (Jan. 28), where she is nominated for Best Rap/Sung Collaboration for Kendrick Lamar’s “LOYALTY.”