Rihanna’s cosmetic brand, Fenty Beauty, made an epic splash on social media when it first launched in September.
The all-inclusive makeup line was extensively celebrated for offering a broad variety of products for women of color with darker skin tones.
Now, just weeks after hitting the shelves, Fenty Beauty has generated a whopping $72 million in earned media value in it’s first month of release, according to WWD.
Earned media value (EMV) is a metric of publicity that a company or brand acquires outside paid advertising. It is typically measured by the number of social endorsements and the level of engagement received on social media and other digital platforms.
Other top companies with high EMV in the first quarter of 2017 were Disney, which gained over $14 million in EMV; Forever 21, which generated more than $12 million; and H&M with over $7 million.
According to WWD, Fenty’s EMV surpassed the earnings of other major beauty brands, including Kylie Jenner’s Kylie Cosmetics, Urban Decay, and NYX for the month of September. MAC and Too Faced are the only two cosmetic lines that exceeded Fenty Beauty’s EMV metrics.
Additionally, YouTube recently announced that Fenty Beauty garnered an spendid 132 million views in it’s first month.
Last year, Rihanna signed a $10 million deal with the Kendo division of LVMH Moët Hennessy Louis Vuitton to roll out Fenty Beauty. The first installment, which included 40 shades of foundation, was released on Sept. 8 online and in stores in over 150 countries.
The superstar singer also recently released a holiday collection that is sure to make a smash.
In 2014, the 29-year-old Bajan singer signed a deal with Puma.
She has a net worth of $75 million, according to Forbes.
See more photos of Rihanna’s Fenty Beauty on the following pages…