R.E.M Beauty
R.E.M. Beauty is an American makeup line by Ariana Grande, created to "empower you with the tools you need to bring your most vivid, limitless, and creative dreams to life." The line was launched on November 12, 2021 with the first chapter titled "01_ultrare vegan and cruelty-free.
The brand is named after Grande's track "R.E.M.", from her album Sweetener (2018), the aesthetic is based on the Positions era aesthetic.
Description
On R.E.M. Beauty's website, it is stated that the brand's "mission" is to be a makeup brand for everyone, one of Grande's had had as a teenager. In Grande's own words, she said, "It means so much to me to be able to create a product line for absolutely everybody and anybody who wants to wear it and feel incredible. Makeup is so personal and to have the opportunity to help people feel even more beautiful than they already are in their own skin, and also to just provide tools that support and encourage people in their creativity and self-expression, is a gift that I’ll never take for granted."
Background and conception
GreetingsTeaser Greetings
In August 2021, fans noticed a trademark filing for "R.E.M. Beauty".Several social media accounts and a website in its name were also created. Billboards advertisements of R.E.M. Beauty were displayed in Times Square and Tokyo, with the word "Beauty" blurred.On September 8, 2021, Grande updated her profile picture on her social media account, and followed the R.E.M. Beauty accounts. The following day, she shared the R.E.M. Beauty first teaser through her social media.
In an interview with Allure, Grande revealed that the project had been conceived in 2019, after a meeting with Forma Brands. She also says that R.E.M Beauty will "manifest in a series of drops" like a streetwear brand. The first one will focus on eyes.
Chapter 01: Ultraviolet
Chapter 01 ultravioletChapter 01 ultraviolet
The first chapter of the brand, titled "01_ultraviolet", was launched on November 12, 2021.
On September 23, R.E.M. Beauty shared the first pictures saying "__loading__ ch.1" and tagged the photograph Sarah Silver who shot the picture.One week later Grande posted an another picture from the photo shoot, a few hours after, the brand posted a screen shot of four holders and named the first "chapter 1: ultraviolet". On October 5th, R.E.M. Beauty posted an image of a circle which looked like it was in lunar sand.On November 8, the first look of the products came out. The collection included 3 eyeshadow palettes (Midnight Shadows Eyeshadow Palette), highlighters named after the planets in the solar system (Interstellar), as well as lustrous and matte liquid eyeshadows (Midnight Shadows). The collection included eyeliners and kohls (At The Borderline), lengthening and volumizing mascaras (Flourishing), and dream lashes. For the lips, the collection included matte lipsticks and plumping lip glosses (On Your Collar), lip stain markers (Practically Permanent), and a clear plumping lip gloss (Utmost Importance). On November 12, the ultraviolet collection was released and had made R.E.M Beauty $1 million in less than 24 hours.
Click below to go to R. E.M Beauty official website