Fenty Beauty predicted to outsell Kylie Cosmetics

Rihanna's make-up line and its inclusive foundation range is on track to top Kylie Jenner's sales

@fentybeauty/Instagram

Fenty Beauty is tipped to outperform Kylie Cosmetics, research from big data insight firm Slice Intelligence has revealed.

When the Rihanna-fronted brand launched in September, its sales were five times higher than Kylie Cosmetics and more than 30% higher in its second month of trading.

The Battle of the beauty divas report found that Fenty shoppers are more likely to spend the most on make-up per year at $437.32, followed by consumers of Kat Von D Beauty ($364.93), KKW ($317.43) and Kylie Cosmetics ($197.80).

Fenty also outperforms its celebrity-fronted brand rivals when it comes to attracting a diverse range of consumers.

It has the most African-American and Hispanic shoppers, with white customers making up the brand’s smallest consumer group – likely driven by the brand’s large selection of foundation shades.

Out of the four ‘diva brands’, Kim Kardashian’s make-up line KKW attracted the most experimental consumers, with only 35% being brand loyal.

However, Kylie Cosmetics has the largest number of brand loyalists with 82% of beauty fans returning to the Jenner-owned brand.

The consumer intelligence found that 60% of KKW shoppers also bought Kylie Cosmetics products, while only 7% of Kylie fans have bought from KKW.

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