R.E.M. Beauty

R.E.M. Beauty is an American makeup brand founded by the singer Ariana Grande on 12 November 2021 [4]. Built around the idea of makeup as artistry and self-expression, it launched with a debut collection titled "Chapter 1: Ultraviolet" and a space-age, retro-futurist look. The name is drawn from Grande's song "R.E.M.", from her 2018 album Sweetener.

The brand began under Forma Brands, the company that also owned Morphe Cosmetics. After Forma filed for bankruptcy in January 2023, Grande acquired the brand's physical assets for an estimated 15 million dollars, bringing it under her full ownership [4][7]. R.E.M. Beauty remains active, with products sold internationally through major retailers.

R.E.M. Beauty was conceived by Grande as an extension of her work as a performer. "My whole life has been about creating characters and telling stories through art, and makeup is a huge part of that," she has said, describing the brand as a way to find "the things that make you feel most divine and beautiful" and to create one's own character. The company frames the line as "an invitation to express yourself through beauty and beyond," inspired by what it calls creatives, dreamers and artists.

The launch was preceded by billboards in Times Square in August 2021 [4]. The aesthetic draws on Grande's stated interest in science fiction, retro-futurism and feminine glamour, a direction reflected in the silvery, galactic packaging of the early collections.

The brand debuted in November 2021 and expanded into physical retail the following spring, reaching Ulta Beauty stores across the United States in April 2022. In February 2023 it moved into Europe, launching across 81 Sephora locations and 13 online sites [4]. According to 2024 figures cited by Wikipedia, R.E.M. Beauty generated 88.7 million dollars in revenue [4].

Following the 2023 ownership change, the company appointed André Branch as chief executive and Sarah Schwartz as creative director.

R.E.M. Beauty was originally launched under Forma Brands. When Forma entered bankruptcy in early 2023, Grande purchased the brand's assets for a reported 15 million dollars, a deal also covered by Bloomberg, and took independent ownership [4][7]. The brand is now controlled directly by Grande rather than a larger cosmetics group.

The company positions R.E.M. Beauty as "the everyday artistry brand," summed up in the tagline "your most creative self starts here." It describes its products as "high-impact, sensorially-driven" formulas that "blend artistry and everyday play for limitless self-expression," and emphasises inclusivity, stating that beauty is "for every skin tone, every identity, every version of you."

Editorial coverage has placed the line within a wider trend of bold, experimental makeup. Grazia Daily UK described it as a "cosmic, futuristic collection inspired by Barbarella," aligned with a post-Euphoria taste for intergalactic and Y2K-inspired looks rather than foundational, skin-first products [6].

R.E.M. Beauty concentrates on colour cosmetics for the eyes, lips and face, including foundations, concealers, eyeshadows, mascaras, blushes, highlighters and lip products. Among the products it lists as bestsellers are the Essential Drip Glossy Balm, the Starlet Lustrous Liquid Eyeshadow, the Sweet Dreams Eyeshadow Quad and the Mélange à Trois Blush & Highlight Stick.

The company states that every formula is "100% vegan" with "no animal products," and that the range is cruelty-free and PETA-approved [1]. Products are described as "skincare-infused, hyper-sensorial formulas made with intention." Manufacturing is spread across the United States, Italy, Indonesia and South Korea, and the brand says its suppliers must meet labour standards that prohibit forced labour, human trafficking and child labour.

The line is distributed across several markets, sold through Ulta Beauty in the United States, Shoppers Drug Mart in Canada, Boots in the United Kingdom and Sephora in Europe.

Early coverage was favourable. Reviewing the launch for The Zoe Report in December 2021, Vanese Maddix called the line "definitely worth the hype" and her favourite launch from a celebrity makeup brand, singling out the Interstellar Highlighter Topper and the Midnight Shadows liquid eyeshadows [5]. In a 2025 full-face review for Grazia Daily UK, Remy Farrell rated the Volumising Mascara 9 out of 10, while noting the collection leaned toward experimental rather than everyday staples [6].

R.E.M. Beauty is active and independently owned by Grande. Recent editorial coverage, an ongoing retail presence at Ulta and Sephora, and reported 2024 revenue of 88.7 million dollars point to continuing operations across North America, the United Kingdom and Europe [4][6].