DTCetc score
Kylie Cosmetics70/100
Fenty Beauty84/100
The DTCetc Face-Off Beauty Updated July 2026
Kylie Cosmetics vs Fenty Beauty
In comparing Kylie Cosmetics and Fenty Beauty, both brands offer a wide range of makeup products and have gained significant media attention. However, there are some key differences that set them apart. Kylie Cosmetics, founded by Kylie Jenner, caters to a younger demographic and is known for its glamorous makeup looks. The brand offers cruelty-free and vegan options, appealing to those who prioritize ethical beauty choices. While the brand has an A+ rating from the Better Business Bureau and offers free shipping, it does not allow returns, exchanges, or refunds. On the other hand, Fenty Beauty, owned by Rihanna, stands out for its commitment to inclusivity and diversity. The brand focuses on creating formulas suitable for all skin types and tones, regardless of ethnicity or background. This dedication to representation has resonated with customers seeking to feel included in the beauty industry. Fenty Beauty also prioritizes sustainability, making it a great choice for eco-conscious consumers. The brand offers Afterpay as a payment option and has received positive customer reviews. In conclusion, while Kylie Cosmetics appeals to those looking for glamorous makeup looks and cruelty-free options, Fenty Beauty stands out for its commitment to inclusivity, diversity, and sustainability. Customers who value representation and eco-consciousness in the beauty industry would find Fenty Beauty to be a great option.
Photography: Kylie Cosmetics product imagery Photography: Fenty Beauty product imagery
Typical prices
Kylie Cosmetics$2–$153.90
Fenty Beauty$2–$86
Pricing tier
Kylie Cosmetics$$$
Fenty Beauty$$$$
The verdict
Which should you pick?
The bottom lineKylie Cosmetics scores 70/100 and positions itself around Kylie Jenner's personal aesthetic with clean, vegan formulations at mid-to-premium prices ($2–$153). Fenty Beauty scores higher at 84/100, emphasizes inclusivity across all skin tones and types, and prices lower ($15–$86). Choose Kylie Cosmetics if you want iconic lip kits and clean ingredients; choose Fenty Beauty if you prioritize inclusive shade ranges, sustainability, and a more generous 60-day US return window versus Kylie's no-return policy.
Key differences at a glance
- Kylie Cosmetics has no return policy except for damaged/incorrect items within 14 days; Fenty Beauty allows returns within 60 days for US customers.
- Fenty Beauty scores 84/100 editorial rating vs. Kylie Cosmetics' 70/100, with Fenty matching Kylie on quality (both 90) but exceeding on sustainability (90 vs. 80).
- Kylie Cosmetics prices range $2–$153; Fenty Beauty ranges $15–$86, positioning Fenty as more accessible at the entry level.
- Fenty Beauty is positioned around inclusivity and performing across all skin tones; Kylie Cosmetics is positioned around Kylie Jenner's personal glamorous aesthetic.
- Kylie Cosmetics offers free US shipping over $40; Fenty Beauty's shipping policy is not detailed in the fact sheet.
- Fenty Beauty offers customer service hours (9am–9pm EST weekdays, 9am–6pm EST weekends); Kylie Cosmetics' customer service availability is not specified.
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Shop the face-off
Most-loved pieces, side by side
Kylie Cosmetics's most-loved
Fenty Beauty's most-loved
Kylie Cosmetics typical prices$2–$153.90
Fenty Beauty typical prices$2–$86
At a Glance
| Comparison Between |  |  |
|---|---|---|
| Category | Beauty | Beauty |
| Speciality | Cosmetics | Cosmetics |
| DTCetc Score | 70/100 | 84/100 |
| Typical price range | $2–$153.90 | $2–$86 |
| Free shipping | Free over $40 | — |
| Return window | 14 days | 60 days |
| Stereotype | Glamorous | Inclusive |
| Pricing Rating | $$$$$
This brand is moderately priced
| $$$$$
This brand is moderately priced
|
| Sustainability Score | 80/100
This brand scores excellent in sustainability
| 90/100
This brand scores excellent in sustainability
|
| Quality Score | 90/100
This brand scores excellent for product quality
| 90/100
This brand scores excellent for product quality
|
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In the wild
Both brands, up close
Who shops at Kylie Cosmetics Vs. Fenty Beauty
Who shops at Kylie Cosmetics
The brand is designed for makeup enthusiasts who want access to the products Kylie Jenner uses daily.
Who shops at Fenty Beauty
Customers who value inclusivity and diversity in the beauty industry would find Fenty Beauty useful. These customers are looking for a brand that caters to all skin types and tones, regardless of ethnicity or background. They want to feel represented and included in the beauty industry, and Fenty Beauty's promise of inclusivity aligns with their values.
Additionally, customers who prioritize eco-consciousness in their purchasing decisions would appreciate Fenty Beauty's commitment to sustainability. The brand's focus on creating formulas that are suitable for all skin types also aligns with customers who prioritize quality and effectiveness in their beauty products.
Overall, Fenty Beauty is a great option for customers who want to support a brand that values inclusivity, diversity, and sustainability in the beauty industry.
Kylie Cosmetics Vs. Fenty Beauty The Pros
Kylie Cosmetics's Pros
- Clean and vegan formulations
- Made with ingredients good for skin
- Maintains quality, pigmentation, and performance
- Versatile product range including iconic lip kit shades
- Created by Kylie Jenner for her fans
Fenty Beauty's Pros
- Products designed to perform across all skin tones and types
- Products designed for all hair textures
- Customer service available 9am-9pm EST Monday-Friday and 9am-6pm EST Saturday
Kylie Cosmetics's shipping policy Vs. Fenty Beauty's Shipping Policy
Kylie Cosmetics's shipping policy
Kylie Cosmetics ships domestically in the US with USPS for a flat rate of $9. For orders over $40, shipping is free. For international orders, there is a flat rate of $15 and free shipping for orders over $60. Customers can track their orders on the USPS website once their order has shipped.
Kylie Cosmetics's return policy vs Fenty Beauty's Return Policy
Kylie Cosmetics's return policy
Kylie Cosmetics does not accept any returns or exchanges. If a customer receives a damaged or incorrect item, they must contact customer service within 14 days of receipt and provide a picture of the item. No other items can be returned. Processing times are not specified.
Fenty Beauty's return policy
Fenty Beauty offers customers the option to return their purchase within 60 days of purchase for US customers, and 10 days for international customers. Customers must fill out the return form on the back of the order summary and mail it back to the returns department. Unfortunately, Fenty Beauty does not accept merchandise exchanges for international orders. It typically takes the company up to 14 business days to process a return.
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