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Rihanna‘s new beauty brand, Fenty Beauty may have only launched in September, but that isn’t slowing down the success of the cosmetics brand at all. According to new reports, the line is on par to outsell and outperform it’s competition by Kylie Jenner and Kim Kardashian‘s respective lines.

In August, Jenner revealed to WWD that her brand had sold a total of $420 million products, while the line of Kardashian’s KKW was expected to pull in more than $14 million in sales within minutes of its June launch. KKW has since released three eau de parfums sold exclusively on her web site. Slice declined to reveal its own revenue calculations, citing company policy.

Fenty Beauty, which is sold only through Sephora, is also already ahead of the Kat Von D makeup line, and while owner LVMH Moët Hennessy Louis Vuitton doesn’t break out revenue figures by brand, it’s singled out Kat Von D in disclosures for its “excellent” performance. LVMH also owns Fenty Beauty, and in October praised the brand as having “experienced an exceptional start.”

Rihanna’s line also stands out for having the customers that spend the most on beauty products in general. Slice found that Fenty Beauty fans spend an average of $471 per year in the makeup category, compared to shoppers of Kat Von D who spend $371, KKW shoppers who spend $278 and Kylie Cosmetics shoppers who spend $181.

As a group, sales from all four of the brands account for 29.2 percent of all online beauty revenue in the U.S., even though their collective customer base represents only 12 percent of shoppers.

Slice also found beauty shoppers that don’t buy any items from these four spend a relatively paltry $71 per year on makeup.

Fenty Beauty also is a big draw for a more diverse consumer base, beating out other brands on this metric. It has the most African-American and Hispanic shoppers, along with a good base of Asian customers, while white customers are the brand’s smallest consumer group.

That Rihanna reign just wont let up!