Fenty Beauty beats Kylie Cosmetics as the buzziest brand on Instagram

Rihanna is hot on Kylie Jenner’s heels in the race to a billion-dollar business.

According to Cherry Pick, a company that tracks real-time consumer purchase intent based on social media engagement, the pop icon’s Fenty Beauty is already off to a record-setting year.

Not only is Rihanna’s makeup brand currently ranked the highest in the industry for consumer intent, but in January, its Pro Filt’r Instant Retouch Setting Powder also set a new record high for a single product, taking 60.15 percent of all consumer intent for powder products.

Fenty also dominated in the “Face” cosmetics category in general, with 29.93 percent of consumers expressing intent to purchase — the highest of any brand in a single category — dwarfing runner-up Too Faced’s 7.5 percent.

Fenty Beauty’s Pro Filt’r Instant Retouch Concealer, Pro Filt’r Instant Retouch Setting Powder and Pro Filt’r Soft Matte Longwear Foundation also took the top three spots on Cherry Pick’s list of most-coveted products, which makes perfect sense given they’re responsible for setting a new shade diversity standard within the industry.

Jenner’s Kylie Cosmetics, on the other hand, came in at number seven on the list of top brands for consumer intent. It only placed first in one category, “Cheek,” thanks to its range of Kylighter products. The brand also slipped to number two in the “Lip” category behind Jeffree Star, despite the Lip Kit being Kylie Cosmetics’ flagship product.

This news comes the week after LVMH reported that in its first full year of business, Fenty Beauty generated 500 million euros in sales, a benchmark that’s taken other cosmetics brands years to hit. In its first 40 days alone, Rihanna’s company raked in a reported $100 million.

After Jenner launched her direct-to-consumer beauty line in 2015, she only generated $420 million in its first 18 months, as reported by WWD. Of course, those figures also predate the reality star’s deal to sell a small selection of her goods at Ulta as of November 2018.

So which star will reach the monetary milestone first? It’s still any woman’s game.