See How A Shook Kylie Jenner Is Trying To Compete With Fenty Beauty

See How A Shook Kylie Jenner Is Trying To Compete With Fenty Beauty

TFW the competition hits!

Published September 15th

It's been somewhat enjoyable watching the entire beauty industry sweat like a sinner in church since Rihanna entered the game. Her debut collection, released just last week, has already created ripples of disruption in beauty. Different brands have reacted in different ways, but let's just say everybody has taken notice!

The most notable response, as displayed above, has come in the form of competing brands socialing out POC-friendly marketing materials. Would they have all pivoted to showing their ~unwavering~ support of WOCs if not for Rihanna busting up the scene? Probably NOT! This is just one way that with one major release, Rih is bringing a greater state of equity and increased awareness to a makeup counter near you.

Kim Kardashian West, having just recently started her beauty brand, wisely decided to transition into the fragrance sphere this week. (She posted an Instagram, once captioned "gardenias," with a tag to a page called @KKWFragrance. The photo, in actuality, was of orchids. The caption has since been removed.)

And now her little sis, Kylie Jenner, is forging ahead with the product that afforded her to preside over multiple properties while still a teenager: lip kits.

new shades launch this friday!

A post shared by Kylie Cosmetics (@kyliecosmetics) on

Yes, promoting your product is normal. But we'd be lying if we didn't admit it's a little sus that Kylie Cosmetics *coincidentally* dropped a trio of new shades on this particular Friday, seeing as how the last time they created new product it was to commemorate Jenner's birthday in early August. For the price of 30 American dollars, you can get your very own kit that will give you the look Kylie popularized — matte lips in you-must-notice-me hues.

KyCo reportedly raked in $420 million in sales in less than two years, astonishing figures for someone whose sole claim to beauty industry legitimacy is her infamous cosmetic procedure. We mean we guess... who better to sell liquid lippies than someone whose lippies are full of liquid? 

But this lip kit drop isn't the only reason KyCo is in the news this week. Rih's Navy didn't hold back when KyCo revived their only shade meant for POCs in a suspiciously timed drop last week.

And then it got even worse. KyCo consumer Em Venditte received a nasty surprise in what should otherwise be an exciting package to receive when she got her order from the company. To her dismay, her order was filled with "ants inside and outside the package with weird food particles inside." Wow, like, literally, so cute!

We mean, who knows? Maybe her sister Kourtney's new favorite gluten-free, dairy-free, nutrient-free snack is ants, and Kylie's just trying to put a girl on. But for those who grew up watching Fear Factor, digging into what you think will be nice, new products when they're actually insect-covered is an advent sure to trigger PTSD.

Yikes! We're betting on Black brands from here on out.

Written by Lainey Sidell

(Photos from left: Jason Carter Rinaldi/Getty Images, BRYAN R. SMITH/AFP/Getty Images)

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