R.E.M. Beauty

R.E.M. Beauty LLC (stylized as ''r.e.m. beauty'') is a cosmetics brand by Ariana Grande, launched on November 12, 2021. It is known for its space-age aesthetic, vegan and cruelty-free formulas, and a product range that spans skincare, lips, eyes, and complexation.

Background

Prior to founding R.E.M. Beauty in 2016 Ariana Grande collaborated with beauty brands such as MAC Cosmetics for its Viva Glam campaign and launched several successful fragrances. Inspired by her love of science fiction, retro futurism, and feminine glamor, Grande developed R.E.M. Beauty to reflect both her artistic persona and her commitment to self-expression through makeup. The brand’s name comes from Grande’s song "R.E.M." from her fourth studio album, ''Sweetener'' (2018). R.E.M. Beauty is sold through its official website, Ulta Beauty stores in North America and Sephora stores in multiple regions, including Europe, Asia, and the Middle East.

History

Launch

R.E.M. Beauty was officially launched on November 12, 2021 in partnership with beauty incubator Forma Brands. The brand’s debut collection, titled Chapter 1: Ultraviolet, featured futuristic and space-inspired aesthetics, drawing from Grande’s long-standing interest in retro sci-fi and self-expression through makeup. Initial offerings included eyeshadow palettes, kohl eyeliners, matte lipsticks, highlighters, mascaras, and faux lashes. All products were formulated to be vegan, cruelty-free, and paraben-free.

2021–2023

In August 2021, several billboards appeared across Times Square in New York City, saying "r.e.m. coming soon." The pop singer and actress later revealed that her beauty line "is officially on its way". Grande officially launched her cosmetic company on November 12, 2021. Her first collection was named: Chapter 1: Ultraviolet.

In March 2022, the brand launched their Chapter 2: Goodnight and Go line, taking its name from her version of the song from Sweetener. After their launch, many of their cosmetic products were distributed throughout Ulta Beauty stores across the United States, as of April 2022. ''Forbes'' reported that R.E.M. Beauty was one of the brands boosting Ulta's driving gross margin due to strong consumer demand.

In June 2022, R.E.M. Beauty released its third collection Chapter 3: On Your Collar expanding the brand’s lip category with satin lipsticks, lip oils, a lip balm, and lip liners. This was followed by Chapter 4: Out of Body in July 2022, which introduced a range of complexion-focused products such as the Sweetener Concealer (available in 60 shades) designed for customizable coverage and skin correction, the Lunar Magic Blurring Primer, blotting papers, and a makeup sponge.

In August 2022, R.E.M. Beauty expanded into Europe through an exclusive retail partnership with Selfridges in the United Kingdom.

In January 2023, R.E.M. Beauty released the limited-edition "Thank U, Next" Collection, inspired by Grande’s fifth studio album of the same name and its lead single. The Y2K- themed capsule featured curated makeup sets and new variations of glosses, eyeliners, and gem-encrusted lashes. The launch took place just days before Forma Brands, the parent company of Morphe Cosmetics, filed for bankruptcy, leading to the termination of its licensing agreement with R.E.M. Beauty. Subsequently, Grande acquired the brand's physical assets for an estimated $15 million, bringing the company under her full ownership.

In February 2023, R.E.M. Beauty officially launched in 81 Sephora stores and 13 online sites across Europe, including Sephora UK. This expansion marked the brand's first physical retail presence in Europe. Grande expressed her excitement about the launch, stating, "It's incredibly special and meaningful to be finally launching the brand here in Europe, especially with Sephora, the world's most beloved destination for beauty." Shortly after, Grande appointed Michelle Shigemasa as Chief Executive Officer and Sarah Schwartz as Creative Director. Their appointments signaled a strategic repositioning of R.E.M. Beauty as an independently led brand under Grande's creative and business oversight.

In May 2023, the company announced a strategic investment with Sandbridge Capital, which would support global expansion, including participation from Strand Equity and Grande's long-term collaborators HYBE America, Live Nation Entertainment, and Universal Music Group.

In August 2023, the Sweetener Foundation was introduced, marking R.E.M. Beauty’s first foundation line. It launched with 60 shades, covering a wide range of fair to deep skin tones, and features skin-loving ingredients like niacinamide, hyaluronic acid, and vitamin E.

2024–present

In 2024, R.E.M. Beauty named André Branch as its new Chief Executive Officer with Schwartz remaining Creative Director. Under their leadership, the brand expanded its international footprint and launched experiential pop-up events across the U.S.

Grande, now serving as chairwoman, emphasized her hands-on involvement in product development, branding, and creative strategy. New product launches in this period included expanded shade ranges, skincare innovations, and viral collections promoted across social platforms like TikTok.

Pricing

R.E.M. Beauty is positioned as a mid-range beauty brand, with products typically priced between $15 and $30 USD. Lip products and eyeliners fall on the lower end of the range, while complexion items such as concealers, blushes, and foundations are priced at the higher end. Special collections, such as the Wicked Collection (2024), may feature slightly elevated pricing due to limited-edition packaging or bundled sets. Pricing remains consistent across major retailers, including Ulta Beauty, Selfridges, and Sephora, with minor variations based on regional markets.

Marketing

Since its launch in 2021, R.E.M. Beauty has relied heavily on digital-first marketing strategies, with a strong presence across platforms such as Instagram, TikTok, and YouTube. The brand frequently utilizes video tutorials, aesthetic product reveals, and behind-the-scenes content featuring founder Ariana Grande, who remains the central figure in most campaigns.

Grande’s direct involvement—both as the brand’s founder and as a key visual presence—has played a significant role in brand recognition. Promotional materials often feature her wearing products from each collection, alongside futuristic and space-themed visuals that reflect the brand’s identity.

R.E.M. Beauty also employs influencer partnerships, targeting Gen Z and beauty content creators for early product seeding and review campaigns. Products are often showcased through social media unboxings, get-ready-with-me videos, and brand-sponsored content.

The brand’s limited-edition launches have featured dedicated marketing pushes tied to cultural moments. Notably, the Wicked Collection (2024) was promoted alongside the release of Wicked, starring Grande as Glinda. Campaign assets included themed visuals, cinematic teasers, and stylized product sets referencing the film’s characters and aesthetics.

In April 2025, R.E.M. had a launch event and invited many content creators including Jake Warden, Nia Ivy, Patrick Starr and more.

Diversity

R.E.M. Beauty has emphasized diversity and inclusivity as central components of its brand identity since its launch in 2021. Campaign imagery and promotional content regularly feature models of varying skin tones, genders, ethnicities, and body types, reflecting the brand’s effort to appeal to a broad and representative audience.

The brand’s complexion products—most notably the Sweetener Concealer, launched in 2022 with 60 shades—demonstrate a commitment to providing options for a wide range of skin tones and undertones. The same inclusive approach has extended to later launches such as the Hypernova Satin Matte Blush and foundation lines.

R.E.M. Beauty has also partnered with a diverse group of beauty influencers and content creators, prioritizing individuals from LGBTQ+ communities and underrepresented backgrounds. This strategy aligns with the brand’s messaging around self-expression and authenticity.

Founder Ariana Grande, who serves as Chairwoman of the brand, has spoken publicly about her intent to create a beauty space that is “for everyone,” echoing a broader shift in the cosmetics industry toward equity and representation.

Sales

As a privately held company, R.E.M. Beauty does not regularly publish detailed sales figures. However, according to a report by Bloomberg, the brand generated significant consumer interest following its launch in November 2021, with multiple products from the debut collection selling out within hours.

In January 2023, it was reported that R.E.M. Beauty had produced approximately $15 million worth of inventory, according to bankruptcy filings by former parent company Forma Brands. These assets were later acquired by Ariana Grande in February 2023, reflecting the brand’s continued commercial potential during corporate restructuring.

The brand’s expansion into Ulta Beauty in April 2022 and Selfridges in November 2022 contributed to wider retail exposure, followed by a Sephora Europe rollout in late 2022. In 2024, the brand expanded further with new complexion and limited-edition product launches, including the Wicked Collection, which experienced strong initial demand tied to the film’s release. As of 2025, R.E.M. Beauty is valued at over US$500 million.

Awards

In May 2022, the cosmetic company won the award for "Best New Brand" at the Readers' Choice Awards from Allure, with Flourishing Lengthening Mascara being awarded for "Best Mascara (Length)" in the category of "Best Eye Makeup" of 2022 at its annual Best of Beauty Awards.

Notes

References

External links

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{{Ariana Grande

Cosmetics brands
Ariana Grande
Organizations established in 2021
Companies that filed for Chapter 11 bankruptcy in 2023