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Health & Beauty

Battle of the beauty divas: which diva rules the makeup world online?

by Amanda Miyahira - May 16, 2019

Image credit: Thinkstock

From Kylie Jenner to Rihanna, some of the biggest pop culture divas are segueing their talents into makeup. While 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 cosmetics category revenue.

​Which pop culture diva reigns supreme?

Kylie Cosmetics dominates the “diva” brands analyzed in sales for the year (November 2016-October 2017), but Fenty has only been around since September 2017. 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.

Fenty Beauty shines bright like a diamond

Fenty has been one of the breakout cosmetics brands of 2017, and is the diva brand whose buyers have the highest dollars spent per buyer in the cosmetics category. Fenty buyers spend $437.32 per year on makeup, compared to an average of $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.  

Fenty Beauty buyers spend five times more than the average online cosmetics buyer

Diva cosmetics category growth comes from a diverse fan base

As one of the first makeup brands focused on inclusion, we suspected that Fenty buyers would be diverse. Our data showed that they were more ethnically diverse than other makeup buyers, and all of the diva brands over-indexed with non-white cosmetics buyers.

Fenty buyer demographics show diversity

KKW buyers embrace other diva brands

Slice Intelligence data indicates that when it comes to cosmetics, KKW buyers are the most experimental among the competitive set--only 35.4 percent are exclusive to the brand compared with much higher numbers for the other diva brands. Kylie Cosmetics has the largest number of brand loyalists with 82.1 percent of buyers that are exclusive to the brand. Fun fact for our Kardashian fans out there--60.1 percent of KKW buyers are also Kylie Cosmetics buyers, while only 7.1 percent of Kylie shoppers are part of the KKW shopper base.

About the data

With a panel of over 5.5 million online shoppers, Slice Intelligence gives the most detailed, and accurate digital commerce data available, and is reported daily.

Slice Intelligence is the only service to measure digital commerce directly from the consumer, across all retailers, at the item level, and over time. Our retailer-independent methodology precisely measures commerce as it happens. By extracting detailed information from hundreds of millions of aggregated and anonymized e-receipts, Slice can map the entire Purchase Graph, connecting each and every consumer to all their purchases.

Slice gets its data from e-receipts – not a browser, app or software installed by the end-user – so its measurement reflects comprehensive shopping behavior across multiple devices, over time, which are key in an increasingly omnichannel retail world. Slice Intelligence is the exclusive e-commerce data provider for NPD’s Checkout Tracking e-commerce service.