“Makeup is there for you to play. It’s there for you to have fun with. It should never feel like pressure, and it should never feel like a uniform,” Fenty Beauty Founder, Grammy Award winner and actress Rihanna said via her Fenty Beauty website.
Despite her appeal, beauty brands are definitely feeling the pressure considering the singer’s brand is out to get their money. Beauty brands owned by the Kardashians are particularly feeling the heat with the rise of Fenty Beauty.
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Late last month, research by Slice Intelligence revealed that the beauty line was well on its way of beating blockbuster revenues of Kylie Jenner’s Kylie Beauty and Kim Kardashian’s KKW.
Slice Intelligence found that while Kylie Cosmetics – which was launched two years ago – had the highest yearly sales, Fenty Beauty – which was launched in September – had five times more sales in its first month of operation and was 34 percent higher the following month.
Rihanna’s line was also noted for having customers spend more on its products in general than with any other beauty brand.
“Fenty Beauty fans spend an average of $471 per year in the makeup category, compared to shoppers of Kat Von D who spend $371 per year, KKW shoppers who spend $278 and Kylie Cosmetics shoppers who spend $181,” WWD, who got the exclusive report, said.
The line also racked in a notable US$72 Million in just one month.
“Fenty Beauty also is a big draw for a more diverse consumer base, beating out other brands on this metric. It has the most African-American and Hispanic shoppers, along with a good base of Asian customers, while white customers are the brand’s smallest group.”
The line was recently named one of TIME’s Best Inventions of 2017 and has been banking on several features, which includes having 40 shade ranges of foundation and having a superior quality among others.
This article was written by Capital Campus Contributor Margaret Njugunah.