Now more than ever, celebrities are using their clout in one arena to build empires in others. A reality that is seeing competition spill out of the charts and the box office and into fields such as fashion and beauty.
Just ask Rihanna, who is shaking up the cosmetics space with Fenty Beauty.
So much so that Kylie Jenner and Kim Kardashian may have met their match.
Full story below…
WWD reports that although Fenty Beauty launched last September, it’s proving to have ample influence on US online shoppers and is on track to best the roaring revenues of Jenner’s Kylie Beauty and Kim Kardashian’s KKW line. This according to newly compiled research data from Slice Intelligence.
Per the firm, their findings unveiled that though Kylie Cosmetics posted the highest yearly sales, Fenty Beauty’s first month sales were five times Kylie Cosmetics and 34% higher the following month.
To add further context to Fenty’s success, its owners LVMH don’t release revenue numbers per brand, but it’s worth noting that RiRi’s range is outpacing the group’s established stellar performer – Kat Von D‘s make-up line by a considerable margin.
What’s more, in a testament to how stimulated shoppers are by the star’s newest proposition, the 29-year-old’s line also stands out for having the customers that spend the most on beauty products in general.
Indeed, the study found that Fenty Beauty wearers spend an average of $471 per year in the makeup category, versus shoppers of Kat Von D who spend $371, KKW shoppers who spend $278 and Kylie Cosmetics shoppers who spend $181.
Slay Robyn, slay!
The challenge of course will be sustaining these numbers, because while undeniably impressive – they are concentrated in the launch window of the line.
Will Fenty Beauty continue to level up or level out? Time will tell. But for now RiRi has the heat and is scorching the competition. As a businesswoman, more power to her.