R.E.M. Beauty

R.E.M. Beauty dropped on November 12, 2021, and within hours, several of its 110 initial SKUs had sold out. The brainchild of Ariana Grande, the brand’s name flips her initials, A.G. reversed, and nods to the rapid eye movement sleep stage, fitting its dreamy, space-age vibe. Grande, who serves as creative director, worked with Forma Brands (the incubator behind Morphe) to develop the line, but she bought back the license in March 2023 after Forma filed for Chapter 11 bankruptcy, making R.E.M. fully independent under her company A.G. Brands.

The product range covers eyes, lips, face, and a small skincare line, all vegan and cruelty-free. Standouts include the Interstellar eyeshadow palettes with their cloud-like textures, the Lip Slick glosses, and the Sweetener foundation, named after her 2018 album. Prices run from $14 for a gloss to $38 for foundation, positioning it at the higher end of drugstore territory. The packaging is unmistakable: sleek silver with starry motifs, evoking a 1960s vision of the future.

R.E.M. competes directly with other celebrity brands like Rare Beauty and Fenty Beauty, but its aesthetic is distinct, futuristic and bold rather than natural or everyday. It launched direct-to-consumer and expanded into Ulta Beauty stores nationwide in 2022. While exact revenue isn't public, the brand has maintained steady new releases, including the Eternal lip collection in 2023 and the Dream skincare line in 2024, and continues to be active on TikTok and Instagram, with Grande occasionally posting about her favorites.[edit]