R.E.M. Beauty

R.E.M. Beauty is a cosmetics brand founded by singer and actress Ariana Grande and launched in November 2021. The brand takes its name from Grande's 2018 song "R.E.M." and presents its products through a futuristic, space-age visual identity. Its formal corporate name is R.E.M. Beauty LLC, while the consumer-facing styling is generally rendered as r.e.m. beauty or R.E.M. Beauty. The brand was developed as a celebrity-founded beauty business but was positioned as a complete color-cosmetics label rather than a single-product endorsement line. Its stated product philosophy emphasizes vegan and cruelty-free formulas, while its packaging and merchandising use rounded forms, metallic finishes, translucent elements, and other visual references to space and futurism. The assortment has expanded across eye makeup, lip products, complexion products, and selected skincare-oriented formulas. R.E.M. Beauty built anticipation before launch through cryptic billboards in New York City's Times Square in August 2021 carrying the message "r.e.m. coming soon." Grande subsequently confirmed that her beauty line was in development. The first collection, Chapter 1: Ultraviolet, launched on November 12, 2021. The chapter-based naming system became a central part of the brand's product storytelling, linking collections to Grande's music and broader creative identity. The second collection, Chapter 2: Goodnight and Go, arrived in March 2022 and took its name from Grande's version of the song associated with her Sweetener era. In April 2022, products began appearing in Ulta Beauty stores across the United States. Forbes reported that demand for R.E.M. Beauty contributed to Ulta Beauty's gross-margin performance, indicating that the brand had gained meaningful retail traction soon after launch. R.E.M. Beauty broadened its lip assortment with Chapter 3: On Your Collar in June 2022. The collection included satin lipsticks, lip oils, lip balm, and lip liners. Chapter 4: Out of Body followed in July 2022 and moved the brand further into complexion. Its products included Sweetener Concealer, offered in 60 shades, Lunar Magic Blurring Primer, blotting papers, and a makeup sponge. In January 2023, the brand released the limited-edition Thank U, Next Collection, inspired by Grande's album and its title track. The Y2K-influenced capsule included curated makeup sets, updated gloss and eyeliner variants, and embellished false lashes. Around the same period, Forma Brands, the parent company of Morphe Cosmetics and R.E.M. Beauty's then-licensing partner, filed for bankruptcy. The licensing arrangement was terminated, after which Grande acquired the brand's physical assets for an estimated $15 million, bringing R.E.M. Beauty under her full ownership. The reported estimate is associated with the 2023 transaction and should not be treated as a current valuation. The brand entered European physical retail in February 2023 through Sephora, launching in 81 stores and 13 online sites, including Sephora UK. Later that year, R.E.M. Beauty appointed Michelle Shigemasa as chief executive officer and Sarah Schwartz as creative director. In August 2023, it introduced Sweetener Foundation, its first foundation line, in 60 shades. The formula was described as containing ingredients including niacinamide, hyaluronic acid, and vitamin E. R.E.M. Beauty has also received recognition from beauty media. In 2022, it won Allure's Readers' Choice award for Best New Brand, while its Flourishing Lengthening Mascara received a Best of Beauty award for Best Mascara in the length category. The brand's market identity combines Grande's global entertainment profile with a product-led cosmetics assortment, accessible shade expansion, distinctive packaging, and a collection structure tied to her music catalogue.

R.E.M. Beauty was founded by Ariana Grande and launched on November 12, 2021. The brand's name and creative direction are closely associated with Grande's music, while its visual system uses futuristic and space-related motifs. Before the public launch, Times Square billboards in New York displayed the phrase "r.e.m. coming soon" in August 2021. Grande later confirmed that her beauty business was on its way. The first release was Chapter 1: Ultraviolet. Rather than presenting a single signature product, the launch established R.E.M. Beauty as a multi-category cosmetics label. Its product and brand communications emphasized vegan and cruelty-free formulas and a distinctive space-age aesthetic. The initial assortment centered on color cosmetics, especially products for the eyes and lips. In March 2022, the company introduced Chapter 2: Goodnight and Go, a collection named after Grande's version of a song associated with her Sweetener period. The brand expanded its distribution through Ulta Beauty in the United States in April 2022. This retail move placed products in a large specialty-beauty network, and reporting cited strong consumer demand for R.E.M. Beauty as a factor supporting Ulta's gross-margin performance. The company continued the chapter format with Chapter 3: On Your Collar in June 2022. This release materially broadened the lip range through satin lipsticks, lip oils, lip balm, and lip liners. Chapter 4: Out of Body followed in July and shifted attention toward complexion. It included Sweetener Concealer, offered in 60 shades, along with Lunar Magic Blurring Primer, blotting papers, and a makeup sponge. These launches showed the brand moving from an initial celebrity-led color-cosmetics debut toward a more complete makeup wardrobe. In January 2023, R.E.M. Beauty released the limited Thank U, Next Collection. Inspired by Grande's album and its title song, the capsule adopted a Y2K-influenced presentation and included curated sets, new gloss and eyeliner variations, and gem-decorated lashes. Shortly afterward, Forma Brands, the company associated with Morphe Cosmetics and R.E.M. Beauty's licensing arrangement, filed for bankruptcy. The licensing agreement was terminated, and Grande acquired R.E.M. Beauty's physical assets for an estimated $15 million. The transaction shifted the brand from its prior licensed operating structure into full ownership by its founder. R.E.M. Beauty expanded beyond the United States in February 2023, entering European retail through Sephora. The launch covered 81 stores and 13 online sites, including Sephora UK, and represented the brand's first physical retail presence in Europe. During the same post-transition period, Michelle Shigemasa was appointed chief executive officer and Sarah Schwartz became creative director. In August 2023, the brand entered foundation with Sweetener Foundation. The product launched in 60 shades and was described as incorporating niacinamide, hyaluronic acid, and vitamin E. The release reinforced R.E.M. Beauty's emphasis on broad complexion coverage and formulas presented as compatible with skincare-oriented benefits. The brand received early external recognition from Allure in 2022. R.E.M. Beauty won the publication's Readers' Choice award for Best New Brand, while Flourishing Lengthening Mascara was recognized in the Best of Beauty awards for lengthening mascara. Through the available historical record, R.E.M. Beauty's development is defined by Grande's founder influence, music-based collection naming, rapid expansion from eye and lip cosmetics into complexion, specialty-retail distribution, European expansion, and the move to direct founder ownership after the Forma Brands bankruptcy.

• 2023

  Thank U, Next Collection

  [1]R.E.M. Beautyen.wikipedia.org

  A limited Y2K-themed capsule connected the brand to Grande's Thank U, Next album and song.

• 2023

  Founder ownership transition

  [1]R.E.M. Beautyen.wikipedia.org

  After Forma Brands entered bankruptcy and the licensing agreement ended, Ariana Grande acquired the brand's physical assets.

• 2023

  European Sephora launch

  [1]R.E.M. Beautyen.wikipedia.org

  The brand entered European physical retail through Sephora stores and associated online channels.

• 2023

  Sweetener Foundation

  [1]R.E.M. Beautyen.wikipedia.org

  R.E.M. Beauty launched its first foundation in 60 shades.

• 2022

  Chapter 2: Goodnight and Go

  [1]R.E.M. Beautyen.wikipedia.org

  The second collection expanded the assortment and continued the brand's music-linked naming system.

• 2022

  Ulta Beauty distribution

  [1]R.E.M. Beautyen.wikipedia.org

  R.E.M. Beauty products became available through Ulta Beauty stores across the United States.

• 2022

  Chapter 3: On Your Collar

  [1]R.E.M. Beautyen.wikipedia.org

  The June collection expanded the lip category with lipsticks, oils, balm, and liners.

• 2022

  Chapter 4: Out of Body

  [1]R.E.M. Beautyen.wikipedia.org

  The July collection introduced complexion products including a 60-shade concealer and blurring primer.

• 2021

  Pre-launch Times Square teaser campaign

  [1]R.E.M. Beautyen.wikipedia.org

  Billboards in Times Square announced that r.e.m. beauty was coming soon, creating public anticipation before the formal launch.

• 2021

  Formal brand launch

  [1]R.E.M. Beautyen.wikipedia.org

  Ariana Grande launched R.E.M. Beauty on November 12 with Chapter 1: Ultraviolet.

A celebrity-founded, music-linked cosmetics brand with a futuristic space-age aesthetic, vegan and cruelty-free positioning, broad complexion shade coverage, and collections organized around Ariana Grande's creative catalogue.

• Initial color cosmetics collection · 2021

  Chapter 1: Ultraviolet

  The debut R.E.M. Beauty collection, launched in November 2021. It established the brand's space-inspired visual language, music-linked chapter structure, and emphasis on vegan and cruelty-free color cosmetics.

• Color cosmetics collection · 2022

  Chapter 2: Goodnight and Go

  The second chapter, launched in March 2022, continued the brand's association with Ariana Grande's music. It extended the initial makeup assortment before the company's broader retail rollout through Ulta Beauty.

• Lip cosmetics · 2022

  Chapter 3: On Your Collar

  A June 2022 collection focused on expanding R.E.M. Beauty's lip offering. It included satin lipsticks, lip oils, lip balm, and lip liners, giving the brand a broader range of finish and application formats.

• Complexion and makeup tools · 2022

  Chapter 4: Out of Body

  The July 2022 chapter moved the brand into complexion with Sweetener Concealer in 60 shades and Lunar Magic Blurring Primer. It also included blotting papers and a makeup sponge, broadening the range beyond color products.

• Complexion makeup · 2022

  Sweetener Concealer

  A complexion product introduced in Chapter 4: Out of Body. The concealer was launched in 60 shades and positioned for customizable coverage and skin correction.

• Face primer · 2022

  Lunar Magic Blurring Primer

  A blurring primer introduced as part of the brand's move into complexion products. It was released alongside Sweetener Concealer, blotting papers, and a makeup sponge.

• Limited-edition makeup collection · 2023

  Thank U, Next Collection

  A limited-edition January 2023 capsule inspired by Ariana Grande's Thank U, Next album and title track. Its Y2K-themed assortment included curated makeup sets, gloss and eyeliner variations, and gem-encrusted lashes.

• Eye makeup

  Flourishing Lengthening Mascara

  A lengthening mascara and one of the brand's recognized early eye products. It received an Allure Best of Beauty award in the lengthening mascara category in 2022.

• Foundation · 2023

  Sweetener Foundation

  R.E.M. Beauty's first foundation, launched in August 2023 in 60 shades spanning fair through deep skin tones. The formula was described as containing niacinamide, hyaluronic acid, and vitamin E.

• 2023Thank U, Next Collection

  United States

  A limited-edition campaign and product capsule drew on Ariana Grande's Thank U, Next album, its title song, and Y2K visual references.

  Outcome. The campaign extended the brand's music-centered storytelling through themed sets, glosses, eyeliners, and decorated lashes.

  Source
• 2021r.e.m. coming soon

  United States

  A teaser campaign used cryptic Times Square billboards in New York to announce the imminent arrival of r.e.m. beauty without initially revealing the full brand proposition.

  Outcome. The campaign generated pre-launch awareness before the November 2021 debut.

  Source

• 2023

  Acquire physical assets after licensing terminationM&A

  Background

  Forma Brands, the brand's licensing partner, filed for bankruptcy, resulting in termination of the licensing agreement.

  Action taken

  Ariana Grande acquired R.E.M. Beauty's physical assets and brought the brand under her full ownership.

  Aftermath

  The transaction changed R.E.M. Beauty's ownership structure and was followed by new executive appointments and European expansion.

  Estimated acquisition price for physical assets. $15 million estimated (2023)

  Source

• 2023

  Expand into European Sephora retailStrategy

  Background

  Following its early United States retail expansion, R.E.M. Beauty pursued an international distribution strategy.

  Action taken

  The brand launched in 81 Sephora stores and 13 online sites across Europe, including Sephora UK.

  Aftermath

  The launch established the brand's first physical retail presence in Europe.

  Source

• 2023

  Launch Sweetener FoundationProduct launch

  Background

  R.E.M. Beauty had expanded from eye and lip products into complexion through concealer and primer.

  Action taken

  The brand introduced Sweetener Foundation in August in 60 shades, with ingredients including niacinamide, hyaluronic acid, and vitamin E.

  Aftermath

  The launch established foundation as a major part of the brand's complexion assortment.

  Source

• 2022

  Expand into Ulta Beauty storesStrategy

  Background

  After launching primarily as a new direct-to-consumer-oriented cosmetics brand, R.E.M. Beauty sought broader physical distribution in the United States.

  Action taken

  The brand distributed products through Ulta Beauty stores across the country beginning in April 2022.

  Aftermath

  Forbes reported that strong demand for R.E.M. Beauty helped support Ulta Beauty's gross-margin performance.

  Source

• 2023

  R.E.M. Beauty releases the limited Thank U, Next Collection[1]R.E.M. Beautyen.wikipedia.org

  Campaign · Product launch

  The Y2K-inspired January capsule connected the brand to Ariana Grande's Thank U, Next album and included makeup sets, glosses, eyeliners, and embellished lashes.

• 2023

  Forma Brands bankruptcy ends R.E.M. Beauty licensing arrangement[1]R.E.M. Beautyen.wikipedia.org

  Bankruptcy · M&A

  The bankruptcy filing by Forma Brands, then the brand's licensing partner, led to termination of the licensing agreement and a subsequent asset acquisition by Ariana Grande.

• 2023

  Ariana Grande acquires R.E.M. Beauty physical assets[1]R.E.M. Beautyen.wikipedia.org

  M&A

  Following the end of the Forma Brands arrangement, Grande acquired the brand's physical assets and assumed full ownership.

• 2023

  R.E.M. Beauty launches in European Sephora channels[1]R.E.M. Beautyen.wikipedia.org

  Other

  The brand established its first European physical retail presence through Sephora stores and online sites, including Sephora UK.

• 2023

  Michelle Shigemasa appointed chief executive officer[1]R.E.M. Beautyen.wikipedia.org

  Leadership change

  R.E.M. Beauty appointed Michelle Shigemasa as chief executive officer during its post-Forma ownership transition.

• 2023

  Sarah Schwartz appointed creative director[1]R.E.M. Beautyen.wikipedia.org

  Leadership change

  Sarah Schwartz joined the brand as creative director following its ownership transition and European expansion.

• 2023

  Sweetener Foundation launches in 60 shades[1]R.E.M. Beautyen.wikipedia.org

  Product launch

  R.E.M. Beauty introduced its first foundation in August, with 60 shades and a formula promoted with niacinamide, hyaluronic acid, and vitamin E.

• 2022

  Chapter 2: Goodnight and Go expands the assortment[1]R.E.M. Beautyen.wikipedia.org

  Product launch · Product generation

  The second chapter launched in March, extending the brand's music-linked collection structure and product range.

• 2022

  R.E.M. Beauty reaches Ulta Beauty stores in the United States[1]R.E.M. Beautyen.wikipedia.org

  Other

  Products began rolling out through Ulta Beauty stores across the United States in April, giving the young brand a major physical retail channel.

• 2022

  Chapter 3: On Your Collar focuses on lips[1]R.E.M. Beautyen.wikipedia.org

  Product launch · Product generation

  The June collection expanded R.E.M. Beauty's lip category with satin lipsticks, lip oils, lip balm, and lip liners.

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1. 1R.E.M. Beautyen.wikipedia.org