Business: Fenty line proves "a beautiful buy" for LVMH

LVMH’s bet on Rihanna is paying off, big time, and success has been speedy.

The singer’s Fenty Beauty line, which the conglomerate first paid an estimated $10 million to create under its Kendo beauty division in 2016, is on track to beat out the revenues of other top celebrity lines including Kylie Jenner’s Kylie Beauty and Kim Kardashian’s KKW, according to a new report from Slice Intelligence.

The research firm found that, despite two-year-old Kylie Cosmetics having the highest yearly sales, first-month sales for Fenty Beauty were five times that of Jenner’s brand and 34 percent higher the following month.

Fenty Beauty is also said to be outpacing its sister Kendo brand, Kat Von D, a top-seller at Sephora.

Rihanna’s line didn’t officially debut until September, when executives from Sephora (also under the LVMH umbrella) called it “the most inclusive beauty brand in the world.” They weren’t exaggerating: The brand was dubbed an “Invention of the Year” by Time for offering 40 different foundation shades, far more than any of its competitors.