Fenty Beauty Is Now on Track to Outsell Kylie Cosmetics

Kylie Cosmetics was predicted to be a billion dollar brand by 2022.

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Since its launch in September 2017, Rihanna's Fenty Beauty has shaken the entire beauty industry with its commitment to diversity and blockbuster sales numbers. According to a new WWD report, the company is now projected to outsell its celebrity-fronted counterparts, namely, Kylie Cosmetics and KKW Beauty.

New data from online research firm Slice Intelligence claims Fenty Beauty's sales in its first month of operation were five times Kylie Cosmetics'. In its second month, Fenty sales were 34 percent higher than Kylie's sales.

To put that further into context, Kylie Cosmetics made $420 million in 18 months and is on track to be a billion-dollar business by 2022 (a feat that even luxury beauty houses have taken decades to reach). Meanwhile, KKW Beauty was expected to make over $14 million within minutes of its June 2017 launch. While there's no apples to apples comparison (KKW and Kylie Cosmetics are both sold online, while Fenty is online and in stores like Sephora), to say Rihanna's line will beat these figures is MAJOR.

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Further data gives more clues as to why Fenty is working: its shoppers spend the most on beauty products, with an average of $471 spent per year (compared to Kylie Cosmetics' shoppers who spend an average of $181). The next bit of data is key: As we saw with its buzzy 40-shade foundation launch, Fenty shoppers cover a more diverse group and "beat out other brands on this metric." It has the most African-American and Hispanic shoppers, with a "good base" of Asian customers too.

In short: creating inclusive makeup for everyone sells. *sarcasm* Who would've thought?!


Kristina Rodulfo is the Beauty Director of Women's Health—she oversees beauty coverage across print and digital and is an expert in product testing, identifying trends, and exploring the intersections of beauty, wellness, and culture. Prior to Women's Health, the Filipino-American, NYC native and NYU alumna was at ELLE.com for four years. As Senior Beauty Editor, she reported and co-produced the Webby Award-nominated documentary Beat: How Drag Queens Shaped the Beauty Industry and hosted the millions-viewed video series "Beauty Haul." She can never decide whether or not to get bangs, feels naked without winged eyeliner, and will never shut up about running the NYC Marathon.