After being in the works with Forma Brands for two years, on Nov. 12, Ariana Grande unveiled the first products in her R.E.M. Beauty line, which included a slew of face products named after the singer’s songs, lyrics, heritage, nicknames and inside jokes. The official name of the brand itself, R.E.M. Beauty, alludes to the dream state — the rapid eye movement stage of slumber — while incorporating Grande’s nickname, Ari. The name is also a track on her album “Sweetener,” which she released in 2018.
Grande explained her venture into the beauty world to Teen Vogue, saying that she felt her music comes to life more when music videos are shot, which are typically accompanied by makeup. “They have this weird partnership that I didn’t realize, and I am so appreciative of that because they’re totally different outlets of storytelling, but they kind of hold hands in a weird way,” Grande said.
For R.E.M. Beauty, Grande collaborated with her team to create a basic but distinct 62-item collection that keeps loyal to her futuristic vision. Grande told Seventeen Magazine that as “a huge fan of like scifi, vintage, horror, space stuff,” she wanted the packaging of her products to be unique. Her love of science fiction is mirrored in the campaign visuals and promotional teasers for all of the products, as well.
The first collection, “Ultraviolet,” focuses on the eyes because, as Grande told Allure Magazine, “they’re our main storytellers and sources of communication. I feel like you can emote more with your eyes than you can articulate sometimes.”
Aside from its futuristic look, Grande wanted her debut collection to contain all of her personal favorites: plumping lip gloss, highlighter, eyeliner, lip stain, falsies, mascara, lipstick, and eyeshadow. “I don’t ever want to just jump into something that is popular, or whatever. It has to feel super intentional and fueled by passion,” Grande told Allure Magazine. She insists that R.E.M. “feels so honest and so true to me and my life.”
As for what’s next for R.E.M. beauty, Grande confirmed that foundations and concealers are on the way. For now, you can exclusively purchase Grande’s products at rembeauty.com.
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