Fenty Beauty Overtakes Kylie Cosmetics

Rihanna’s beauty brand has been successful in converting its social media following into financial gain, with brands such as Dubai-based Huda Beauty following close behind


Fenty Beauty Official Instagram Account

Fenty Beauty has sprinted past Kylie Cosmetics in the race to become a billion dollar brand. The ‘rivalry’ sparked The Battle of the Diva report by Rakuten Intelligence, which found that Fenty Beauty’s sales were five times higher than Kylie Cosmetics in its opening month, and more than 30% higher in its second month of trading.

In January, Fenty Beauty dominated the field with nearly 10% of social media users intending to purchase products from the brand. So, with only 4.21%, Kylie Cosmetics was pulled in at seventh place, behind Benefit Cosmetics (8.07%), ColourPop Beauty (7.71%), Huda Beauty (7.47%), Jeffree Star Cosmetics (6.94%) and Too Faced (4.44%).

Fenty Beauty dominated the face category, with almost one third (29.93%) of users planning to buy from the brand. The Pro Filt'r Instant Retouch Setting Powder was noted as it set the record for intent generated by a single product with 60.15%.

The brands, both founded by two of the biggest pop culture icons of recent years, are frequently compared thanks to their similar target demographic and strong social media strategies.

The success of Fenty Beauty, and its 40 shade foundation range, sparked an industry shift called the ‘Fenty effect’ with enormous amounts of brands expanding their shade offerings.

LVMH has revealed plans to further expand the $567m company into Asia.

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