R.E.M. Beauty

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.

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—reflect a commitment to catering to a wide range of skin tones and undertones. This inclusive approach has continued with subsequent releases, including 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.