When Rihanna launched Fenty Beauty in September, the makeup industry was shook. A company debuting with such a broad range of foundation for different skin tones—40 shades, to be exact!—is practically unheard of, and, not surprisingly, the products starting selling like hotcakes.
Thanks to being so inclusive regarding foundation in addition to highlighter and concealer from the get-go, RiRi’s new company is already giving other celebrity-run shops—like those of Kylie Jenner and Kim Kardashian West—a run for their money.
According to WWD, Fenty is about to outsell both of those brands. In its first month alone, Fenty Beauty’s sales eclipsed that of two-year-old Kyle Cosmetics by five times. And it wasn’t just beginner’s luck: Fenty’s sales increased 34 percent in the following month.
Rihanna’s immediate inclusivity paid off, giving Fenty the most diverse customer base of its competitors, with the African-American and Hispanic shoppers.
While the data shows Kylie Cosmetics and Kim Kardashian West’s KKW Beauty both serve mostly diverse customers, Rihanna’s immediate inclusivity paid off: Fenty has the most diverse customer base of its competitors, with the mostAfrican-American and Hispanic shoppers.
Now that other beauty brands are realizing inclusivity is good for business, there are sure to be more options available for all women soon. Those companies just might have trouble competing with this Fenty #GirBoss who’s made it easier than ever to rock a face of flawless makeup, no matter your skin color.