Celebrity Makeup Sales Estimator
Estimate Sales
Why This Matters
Fenty Beauty's success demonstrates how inclusive product development drives market leadership. The industry shifted from limited shade ranges to true diversity in 2017 when Rihanna launched 40 foundation shades - a move that changed the makeup landscape forever.
Fenty Beauty
$1.2BEstimated 2024 sales: $1.2 billion
Fenty Beauty dominates the market with over 50 foundation shades.
When you think of celebrity makeup brands, you might picture a pop star launching a lipstick line or a reality TV personality dropping a new eyeshadow palette. But behind the glitz and Instagram posts, one name dominates the sales charts: Fenty Beauty.
Fenty Beauty’s Record-Breaking Sales
Rihanna’s Fenty Beauty didn’t just enter the market-it rewrote the rules. When it launched in September 2017, it dropped 40 foundation shades in one go. That wasn’t just a marketing stunt. It was a direct response to a real problem: most makeup lines ignored skin tones beyond fair to medium. Within 24 hours, Fenty Beauty made over $100 million in sales. By the end of its first year, it had hit $550 million in revenue. No other celebrity makeup brand has come close since.Today, Fenty Beauty still leads the pack. In 2024, it generated over $1.2 billion in global sales, according to industry reports from Statista and Euromonitor. That’s more than double the revenue of its closest competitor. Rihanna didn’t just sell makeup-she sold inclusion. And consumers noticed. The brand now offers over 50 foundation shades, plus inclusive ranges in concealers, powders, and highlighters.
Kylie Cosmetics: The Early Leader
Before Fenty Beauty, Kylie Jenner’s Kylie Cosmetics was the celebrity brand to beat. In 2015, she launched her Lip Kits with a single shade-“Kylie”-and sold out in 20 seconds. Within a year, her brand was valued at over $900 million. By 2019, Forbes estimated she had made $700 million from the company.But here’s the catch: Kylie Cosmetics didn’t keep that momentum. In 2021, she sold 51% of the business to Coty Inc. By 2023, sales had dropped by nearly 40% year-over-year. The brand struggled with product consistency, limited shade ranges, and shifting consumer preferences. While Kylie still has loyal fans, Fenty Beauty surpassed her in total sales by 2020 and has widened the gap ever since.
Why Fenty Beauty Outlasted the Competition
It’s not just about who has the biggest following. It’s about what the brand delivers. Fenty Beauty’s success comes down to three things:- Real shade range: No other celebrity brand matches its 50+ foundation options. Even major retailers like Sephora and Ulta struggled to offer that diversity before Fenty.
- Product quality: The Pro Filt’r Soft Matte Longwear Foundation is praised for staying put all day without caking. The Match Stix contour sticks are cult favorites for their blendability.
- Consistent innovation: Fenty drops new products every few months-like the Killawatt Freestyle Highlighter in new shades or the Eaze Drop Blurring Skin Tint-that keep fans coming back.
Compare that to other celebrity lines. Huda Beauty has strong loyalty, especially in the Middle East and among contour lovers, but its foundation range only hits 30 shades. Selena Gomez’s Rare Beauty focuses on mental health messaging and skin-first formulas, which resonates-but doesn’t match Fenty’s volume. Kim Kardashian’s SKKN BY KIM launched in 2023 with promise, but hasn’t yet cracked the top 5 in sales.
Who’s Next? The Rising Contenders
There are new players trying to break in. Megan Thee Stallion’s Mae Beauty launched in 2024 with a focus on bold colors and inclusive pricing. It’s gaining traction on TikTok, especially among Gen Z. But its product range is still small-only 12 items in its first year.Doja Cat’s “Doja Cat Cosmetics” teased a 2025 launch with a promise of vegan, refillable packaging. Pre-orders sold out within minutes, but the brand hasn’t shipped any products yet. So while hype is high, real sales data doesn’t exist.
Meanwhile, Fenty Beauty keeps expanding. In 2024, it launched its first men’s grooming line, Fenty Skin, and partnered with a global retailer in Nigeria to make products more accessible in Africa. That kind of global reach is rare for celebrity brands.
What This Means for You
If you’re shopping for makeup, Fenty Beauty isn’t just the most popular celebrity brand-it’s the most reliable. Its products are available in over 50 countries, sold in major retailers like Sephora, Target, and Boots, and backed by consistent reviews from dermatologists and makeup artists alike.It’s also the most transparent. Fenty publishes its ingredient lists openly, avoids harmful chemicals like parabens and phthalates, and doesn’t test on animals. That’s why it’s a top pick for people who want both performance and ethics.
Other celebrity brands may have flashier campaigns or bigger social media followings. But when it comes to actual sales, customer loyalty, and product range-Fenty Beauty stands alone.
Real People, Real Results
In 2024, a survey by Beauty Independent of 10,000 makeup buyers found that 68% of respondents who bought a celebrity brand chose Fenty Beauty. The top reasons? "It matches my skin tone" and "It lasts all day." Only 12% said they bought Kylie Cosmetics, and most of those were repeat customers from years ago.One customer from Texas wrote: "I’ve tried 12 foundation brands over 15 years. Fenty was the first one that didn’t look like I was wearing a mask. I finally feel seen."
That’s not just marketing. That’s impact.
Is Fenty Beauty the best-selling celebrity makeup brand?
Yes. As of 2025, Fenty Beauty is the best-selling celebrity makeup brand in the world, with over $1.2 billion in annual sales. It outsells competitors like Kylie Cosmetics, Huda Beauty, and Rare Beauty by a wide margin.
Why did Kylie Cosmetics lose its lead?
Kylie Cosmetics lost momentum because it didn’t keep up with consumer demands. Its shade range stayed limited, product quality became inconsistent, and marketing shifted too heavily toward influencer hype instead of innovation. After selling a majority stake to Coty in 2021, the brand lost creative control and struggled to maintain its original appeal.
Does Fenty Beauty work for dark skin tones?
Yes. Fenty Beauty launched with 40 foundation shades and now offers over 50, including deep, cool, and warm tones that were rarely available before. Many beauty professionals consider it the gold standard for inclusive foundation ranges.
Is Fenty Beauty cruelty-free and vegan?
Fenty Beauty is cruelty-free and does not test on animals. It’s also certified by Leaping Bunny. While not all products are 100% vegan, most are, and the brand clearly labels vegan items on its website and packaging.
Where can I buy Fenty Beauty products?
Fenty Beauty is sold at Sephora, Target, Boots, and its own website. It’s also available in over 50 countries, including Australia, the UK, Brazil, and South Korea. You can find it in major retailers worldwide.
What’s Next for Celebrity Makeup?
The era of celebrity makeup as a quick cash grab is over. Consumers now expect more: transparency, ethics, and real innovation. Fenty Beauty set the bar. Others are trying to follow-but none have matched its combination of inclusivity, quality, and consistency.If you’re looking to buy makeup from a celebrity brand, Fenty Beauty isn’t just the top seller-it’s the only one that truly changed the industry. And that’s why it still leads, years after it launched.
