With 40 shades and an accompanying campaign that featured models from all races and religions (including Halima Aden), Rihanna‘s Fenty Beauty line was a worldwide hit when it was released last year thanks to its celebration of diversity and focus on inclusion.
And it seems that the line has been so popular with consumers that the singer-turned-entrepreneur is about to outsell both Kylie Jenner‘s Kylie Cosmetics and Kim Kardashian West‘s own beauty empire, KKW.
According to WWD (based on data from Slice Intelligence), although Kylie Cosmetics had the highest yearly sales, Fenty Beauty’s sales were five times higher than Kylie Cosmetics in its first month of operation and 34 per cent higher in the second month. It is also outselling Kat Von D.
Should Fenty Beauty’s sales continue in the same way, the brand will best both Kylie and Kim’s beauty lines in the next few months. It’s no small feat considering that Kylie told WWD that her brand has sold Dhs1.5 billion worth of products in its two years of operation and KKW reportedly pulled in Dhs51 million on the first day of its June 2017 launch.
The success is largely linked to the brand’s large and diverse offering. Speaking of the need for inclusivity, Rihanna told Refinery29, “I wanted things that I love. Then I also wanted things that girls of all skin tones could fall in love with. 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.'”
We expect her initial success will continue well into this year.