R.E.M. Beauty

Last updated

R.E.M. Beauty LLC
IndustryCosmetics
FoundedNovember 12, 2021;3 years ago (2021-11-12)
Founder Ariana Grande
Headquarters1880 Century Park East, Suite 1600,
Los Angeles, California
,
United States
Area served
Worldwide
Key people
Ariana Grande (Chairwoman, Owner),
André Branch (CEO),
Sarah Schwartz (Creative Director)
Products
RevenueUS $88.7 million (2024) [1]
OwnerAriana Grande
Number of employees
50
Website rembeauty.com

R.E.M. Beauty LLC (formally as r.e.m. beauty) is a cosmetics brand by Ariana Grande, launched on November 12, 2021. [2] It is known for its space-age aesthetic, vegan and cruelty-free formulas, and a product range that spans skincare, lips, eyes, and complexion.

Contents

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. [3]

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." [4] The pop singer and actress later revealed that her beauty line "is officially on its way". [5] Grande officially launched her cosmetic company on November 12, 2021. [6] Her first collection was named: Chapter 1: Ultraviolet. [7]

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. [8] [9] Forbes reported that R.E.M. Beauty was one of the brands boosting Ulta's driving gross margin due to strong consumer demand. [10]

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. [11]

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. [12] 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. [13]

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. [14] [15] 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. [16]

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. [17] [18] [19]

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. [20]

Awards

In May 2022, the cosmetic company won the award for "Best New Brand" at the Readers' Choice Awards from Allure, [21] 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. [22]

AwardYearCategoryRecipient(s) and nominee(s)ResultRef.
Allure Best of Beauty Awards 2022Best New Brand [a] r.e.m. beauty by Ariana GrandeWon [21]
Best Eye Makeup (Length) [a] Won [22]
Cosmopolitan UK Beauty Awards Best Concealer [b] Won [23]
Ex. AwardsBest Buzz Marketing/Influencer ProgramSilver [24]
Popsugar Beauty Awards Best Liquid EyelinerWon [25]
SELF Healthy Beauty Awards Won [26]
Selfridges Beauty Awards Launch of the YearWon [27]
Webby Awards Best Fashion & Beauty [c] Won [28]
Best Mobile User Interface [c] Won
Best Mobile Visual Design - AestheticWon
Woman&Home Beauty Awards Best MultitaskerWon [29]
Cosmopolitan Holy Grail Beauty Awards 2023Best Liquid EyelinerWon [30]
Cosmopolitan Readers’ Choice Beauty Awards Best Celebrity BrandWon [31]
Glamour Beauty Awards Best Face Mist [d] Won [32]
Best Eyeshadow [d] Won
InStyle Best Beauty Buys Best Liquid Eyeliner in the worldWon [33]
PETA's Libby Awards Heroes — Favorite Celeb Cruelty-Free Beauty BrandNominated [34]
Lifestyle — Favorite Cruelty-Free Beauty ProductNominated [35]
Shop Today Beauty Awards Best Liquid EyeshadowWon [36]
Style Beauty Awards Best Celebrity BrandNominated [37]
Vogue Beauty Awards The New Kid On The Block [e] Won [38]
Glamour Beauty Awards 2024Best Liquid Eyeliner [d] Won [39]
PETA's Libby Awards Lifestyle — Favorite Vegan and Cruelty-Free Eye Shadow Nominated [40]
SELF Healthy Beauty Awards Best Blush, PowderWon [41]
Cosmopolitan Readers’ Choice Beauty Awards 2025Best Celebrity BrandPending [42]
Best HighlighterPending

Notes

  1. 1 2 Readers' Choice Award
  2. ↑ Cosmopolitan Winter Beauty Award
  3. 1 2 People's Voice Winner
  4. 1 2 3 Glamour Beauty & Wellness Awards
  5. ↑ Vogue British Beauty Awards

References

  1. ↑ Zuvela, Teneal (April 9, 2024). "These Are The World's Wealthiest Celeb Beauty Brands". Marie Claire . Archived from the original on April 11, 2024. Retrieved April 11, 2024.
  2. ↑ Chew, Nicole (November 9, 2021). "Ariana Grande's new R.E.M Beauty line is here and it's out of this world". FirstClasse. Retrieved September 26, 2023.[ permanent dead link ]
  3. ↑ "Sephora and r.e.m. Beauty among top US beauty brands in October". cosmeticsbusiness.com. Retrieved April 20, 2025.
  4. ↑ Etienne, Vanessa (August 26, 2021). "Looks Like Ariana Grande's Beauty Brand R.E.M. Is Coming Soon". People . Archived from the original on February 2, 2023. Retrieved February 1, 2023.
  5. ↑ Nesvig, Kara (September 10, 2021). "Ariana Grande's r.e.m. beauty Has Been Two Years in the Making". Teen Vogue . Archived from the original on February 2, 2023. Retrieved February 1, 2023.
  6. ↑ Ishmael, Aiyana (November 8, 2021). "Ariana Grande's r.em. beauty Has a Launch Date". Teen Vogue. Archived from the original on February 2, 2023. Retrieved February 1, 2023.
  7. ↑ Rosenstein, Jenna (November 12, 2021). "Ariana Grande's Makeup Brand, r.e.m. beauty, Is Available Right Now". Harper's Bazaar . Archived from the original on May 20, 2022. Retrieved February 21, 2023.
  8. ↑ Manso, James (March 25, 2022). "Ariana Grande's R.E.M. Beauty Heads to Ulta". WWD . Archived from the original on February 2, 2023. Retrieved February 21, 2023.
  9. ↑ Olson, Samantha (June 17, 2022). "Ariana Grande Debuts Chapter 3 of R.E.M. Beauty with a Bang(s)". Seventeen . Archived from the original on February 2, 2023. Retrieved February 1, 2023.
  10. ↑ Cohan, Shelley (May 26, 2022). "Strong Customer Demand Leads Ulta Beauty To A 21% Sales Increase". Forbes . Archived from the original on June 3, 2022. Retrieved June 3, 2022.
  11. ↑ "Everything You Need To Know About Ariana Grande's R.E.M Beauty Line". Elle. July 29, 2022. Archived from the original on August 9, 2022. Retrieved August 9, 2022.
  12. ↑ Rowley, Glenn (January 18, 2023). "Ariana Grande Drops R.E.M. Beauty 'Thank U, Next' Collection". Billboard. Retrieved April 22, 2023.
  13. ↑ Ty Roush (January 31, 2023). "Ariana Grande Will Reportedly Acquire Her Beauty Brand's Assets For $15 Million". Forbes. Archived from the original on January 31, 2023. Retrieved January 31, 2023.
  14. ↑ Manso, James (February 24, 2023). "Ariana Grande's R.e.m. Beauty Hires New CEO". WWD. Retrieved March 7, 2023.
  15. ↑ Sophie, Smith (February 27, 2023). "Ariana Grande's r.e.m. beauty shakes up senior team with new CEO and Creative Director". TheIndustry.beauty.
  16. ↑ Parris, Naomi (September 22, 2023). "Ariana Grande's R.E.M. Beauty Sweetener Foundation Is a Hit". PopSugar. Retrieved October 28, 2023.
  17. ↑ "Trying Ariana's favorite products ! - Jake Warden on TikTok". TikTok. Retrieved July 10, 2025.
  18. ↑ Aniftos, Rania (April 4, 2025). "TikTok Star Nia Ivy Impresses Ariana Grande With Her Nicki Minaj Impression". Billboard. Retrieved July 10, 2025.
  19. ↑ "Put on a full beat with me to go to @arianagrande & @r.e.m.beauty NEW starlet liquid eyeshadow launch event 💖 - @patrickstarr on Instagram". Instagram. Retrieved July 10, 2025.
  20. ↑ "Ariana Grande's R.e.m. Beauty names former MAC Cosmetics GM as CEO". July 23, 2025. Retrieved August 9, 2025.
  21. 1 2 "These Are the Winners of Our Allure Readers' Choice Awards for 2022". Allure . May 16, 2022. Archived from the original on May 18, 2022. Retrieved June 3, 2022.
  22. 1 2 "Best of Beauty 2022: Eye Makeup". Allure. September 13, 2022. Archived from the original on January 29, 2023. Retrieved February 1, 2023.
  23. ↑ "The 2022 Cosmopolitan Winter Beauty Awards". Cosmopolitan. November 23, 2022. Archived from the original on December 10, 2022. Retrieved December 13, 2022.
  24. ↑ "Fragrance Awards". January 3, 2022.
  25. ↑ "Beauty Awards 2022: Editors' Picks". Popsugar .
  26. ↑ "The 12 Best Mascara, Eyeshadow, Eyeliner, and Brow Products of 2022". SELF. July 19, 2022. Archived from the original on July 28, 2022. Retrieved July 28, 2022.
  27. ↑ "Selfridges Beauty Awards 2022". Selfridges Beauty Awards . Archived from the original on October 19, 2022. Retrieved October 19, 2022.
  28. ↑ "R.E.M. Beauty by Ariana Grande". Webby Awards . Archived from the original on February 23, 2023. Retrieved February 21, 2023.
  29. ↑ Derbyshire, Rhiannon. "Announcing our 2022 woman&home beauty awards winners!". Woman & Home . Retrieved February 13, 2025.
  30. ↑ Balsamo, Lauren (May 1, 2023). "Cosmopolitan's 2023 Holy Grail Beauty Awards". Cosmopolitan. Archived from the original on May 1, 2023. Retrieved May 8, 2023.
  31. ↑ Balsamo, Lauren (September 6, 2023). "The 2023 Cosmopolitan Readers' Choice Beauty Awards". Cosmopolitan. Archived from the original on September 7, 2023. Retrieved November 23, 2023.
  32. ↑ "Introducing the 228 Best Beauty & Wellness Products of 2023". Glamour. November 13, 2023. Archived from the original on November 13, 2023. Retrieved November 13, 2023.
  33. ↑ Pai, Deanna (June 20, 2023). "The Best Makeup Products of 2023". InStyle . Archived from the original on June 20, 2023. Retrieved September 3, 2023.
  34. ↑ "2023 Libby Awards — Heroes". People for the Ethical Treatment of Animals. Archived from the original on November 8, 2023. Retrieved December 1, 2023.
  35. ↑ "2023 Libby Awards — Lifestyle". People for the Ethical Treatment of Animals. Archived from the original on November 11, 2023. Retrieved December 1, 2023.
  36. ↑ Ekman, Audrey (March 23, 2023). "Beauty Awards: The 8 best lip products, from glosses to balms, starting at $4". Today.
  37. ↑ "Style Beauty Awards 2023". The Times . Archived from the original on March 26, 2023. Retrieved April 28, 2023.
  38. ↑ "Meet The Winners Of The Vogue Beauty Awards 2023". British Vogue . April 20, 2023. Archived from the original on August 20, 2023. Retrieved September 3, 2023.
  39. ↑ Robin, Marci (November 12, 2024). "The Best Drugstore & Affordable Makeup Products of 2024". Glamour. Archived from the original on January 1, 2025. Retrieved January 5, 2025.
  40. ↑ "2024 Libby Awards — Lifestyle". People for the Ethical Treatment of Animals. December 13, 2024. Retrieved December 13, 2024.
  41. ↑ "2024 SELF Healthy Beauty Awards: 18 Makeup Products That Will Transform Your Everyday Routine". SELF. June 5, 2024. Retrieved February 26, 2025.
  42. ↑ "COSMOPOLITAN Readers' Choice Beauty Awards USA – Readers' Choice Awards". www.readerschoiceawards.net. Retrieved April 27, 2025.
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