Why Fenty Beauty could outsell Kylie Cosmetics in 2018
Fenty Beauty is keeping up with the Kardashian beauty empire – and may soon overtake it.
There aren't very many things in this world that can triumph over the Kardashians. From their carefully curated social media, strategy and intrigue around their private lives (is she pregnant though?) and ultimately the empire that Kris Jenner has built with Keeping Up With The Kardashians.
But if there's anyone who could beat them, it's Rihanna.
With a launch that took us all by surprise, Fenty Beauty has officially solidified itself as a key player in the beauty brand game. To what does it owe that title? Inclusivity and diversity are leading the way in 2018, so the expansive range of foundations that Fenty Beauty dropped can definitely take some credit.
Since the launch, not only have other brands followed suit by dropping ranges including upwards of 30 shades, but the backlash against brands who don't has been intense. It's clear to see the direction that the beauty industry is taking, and Fenty Beauty is leading the charge.
According to WWD, Fenty Beauty not only outsold Kylie Cosmetics, but it left it in the dust with five times the sales in its first month of operations. Yes – five times the sales of a company that's on track to be worth over a billion dollars. Rihanna, we salute you.
Other findings in the WWD report include the fact that Fenty Beauty customers tend to purchase more than devotees to other brands, with an average of $471 spent on beauty per customer in the United States.
The closest rival? Kat Von D Beauty, whose fans tend to spend an average of $371. With both brands owned by LVMH, it'll be an interesting year for the beauty industry.
So what can we expect for 2018? Fenty Beauty definitely made strides with the initial launch, subsequent galaxy holiday collection and MATTEMOISELLE lipstick launch, so the question will be how well it continues to rise as we see new products.
Considering the rate at which Kat Von D Beauty and Kylie Cosmetics release new products, it may be a tight race to the champion beauty brand of 2018 – but we are all here for it.
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