Kylie still rules the makeup world – for now


Twenty-year-old Kylie Jenner is celebrating the birth of her first child and the continued success of her other ‘baby’ – the Kylie Cosmetics range – this week.

Launched two years ago after her initial foray into the makeup market with a “wildly successful” lip kit, the range has since expanded to include an extensive collection of “cosmetic secrets” including ‘kyshadow’ palettes and ‘kylighter’ compacts.

And despite the launch of Fenty Beauty by Rihanna in September, Kylie has managed to retain the top spot in celebrity brand makeup sales – although perhaps not for much longer.

According to Slice Media, which collates data from a panel of over 5.5 million online shoppers, Kylie Cosmetics topped celebrity makeup sales for the 12 months from November 2016 to October 2017.

“Kylie Cosmetics dominated the ‘diva’ brands analysed in sales but Fenty has only been around since September 2017,” explained Slice Media marketing communication manager Amanda Miyahira.

“If we take a look at sales since Fenty’s launch, Fenty revenue was just over five times that of Kylie Cosmetics in September and more than 31.7 percent more than Kylie Cosmetics in October.”

Amanda added that Fenty, which was “one of the breakout cosmetics brands of 2017, is the “diva brand whose buyers have the highest dollars spent per buyer in the cosmetics category”.

“Fenty buyers spend US$437.32 per year on makeup, compared to an average of US$82.62 for shoppers who didn’t purchase any diva brand products.

“The Kat Von D shopper base spends $364.93 per year in the cosmetics category; KKW buyers spend $317.43, and Kylie buyers spend roughly $197.80 per year in the category.”

Amanda stressed that although buyers of the brands Kylie Cosmetics, KKW Beauty (Kim Kardashian West), Fenty Beauty (Rihanna), and Kat Von D represent only 12 percent of cosmetics category shoppers, they account for 29.2 percent of revenue in the category.

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