Ariana Grande Wiki
Ariana Grande Wiki
The topic of this page has a wiki of its own: R.E.M. Beauty Wiki.
For the fragrance, see R.E.M. by Ariana Grande.
I love makeup, I love how it makes me feel, I love how instrumental it is to my art and to one's sense of self and artistic expression. I want to help encourage others to feel even more beautiful, to create, to tell their stories creatively and express themselves.

Grande's vision for R.E.M. Beauty

R.E.M. Beauty (stylized in all lowercase) is an American makeup line currently owned by Ariana Grande, created to "empower you with the tools you need to bring your most vivid, limitless, and creative dreams to life."[1][2] The makeup line launched on November 12, 2021 with the first chapter titled "Ultraviolet".[3]

The makeup brand is named after Grande's track "R.E.M." from her album Sweetener (2018), although the aesthetic of the line is more closely based on the Positions era. The products of R.E.M. Beauty are vegan and cruelty-free.

R.E.M. Beauty is available at and in US Ulta Beauty stores, and at and in UK Selfridges stores.[4] On February 1, 2023 it was announced that the brand was going to be available exclusively at Sephora in Europe via a partnership with Sephora France.


On R.E.M. Beauty's website, it is stated that the brand's "mission" is to be a makeup brand for everyone. In Grande's own words, "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."

Grande also highlights it as being the type of brand she wished she had as a teenager.

Background and Conception[]




In August 2021, fans noticed a trademark filing for the soon to be makeup brand, "R.E.M. Beauty".[5] Several social media accounts and a website in its name were also created. Billboard advertisements for R.E.M. Beauty were displayed in Times Square and Tokyo, with the word "Beauty" blurred in the logo.[6] 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 first R.E.M. Beauty teaser through her social media accounts.[7]

In an interview with Allure, Grande revealed that the project had been conceived in 2019, after attending a meeting with Forma Brands.[8] She would also say that R.E.M Beauty will "manifest in a series of drops," almost like a streetwear brand. The first one would focus on eye makeup specifically.

In a video made with Gottmik, shared on the R.E.M. Beauty YouTube channel, she reveals that she started the concept and products while on her Sweetener World Tour.

On September 23, R.E.M. Beauty tweeted "__loading__ ch.1" with promotional photos shot by Sarah Silver.[9] A week later Grande posted another picture from the photo shoot[10], and the brand posted a screenshot of four folders with the caption "chapter 1: ultraviolet".[11] The first look of the products came out on November 8.

The brand was originally launched under Morphe Holdings, but as they filed for bankrupcy in early 2023, Grande bought the brand for around $15,000,000 and is the sole owner.[12]


R.E.M. Beauty is brought to life through a dream sequence of chapters designed to mix, match, and mingle. You can play with the eyeshadows from chapter 01, the skincare from chapter 02, and the lip superstars from chapter 03. It’s the ultimate expression of a buildable, blendable look – created to look and feel your best from moment to moment.

At least four collections as chapters were confirmed for R.E.M. Beauty, with the first one named "Ultraviolet", the second named "Goodnight N Go", named after her song, "Goodnight N Go", and the third named "On Your Collar," named after Connie Francis' song "Lipstick on Your Collar."

Chapter 1: Ultraviolet[]


Chapter 1- ultraviolet

The first chapter of the brand, titled "Ultraviolet", was launched on November 12, 2021.

The collection is based on eyes and focuses on eye makeup. It included 3 eyeshadow palettes (Midnight Shadows Eyeshadow Palette), highlighters named inspired by the stars (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.[13]

Expansion Pack[]

The Chapter 1 Expansion Pack was unveiled on August 21, 2022 and carries R.E.M. Beauty's first ever brows products. To expand the initial Chapter 1 eye-products lineup, it features the Space Shape Brow Pencil, available in 12 shades, the Space Shape Brow Gel, and the Midnight Shadows Multi-Use Eye Sticks, available in 8 shades. The Expansion Pack launched August 25, 2022.

Chapter 2: Goodnight N Go[]


Chapter 2- goodnight n go

The second chapter of the brand, titled "Goodnight N Go", was launched on March 21, 2022.[14][15] "Goodnight N Go" was the promotional song of the second chapter.[16]

The collection focuses on eyes and includes three new eye shadow palettes, five potted gel eye shadows (Midnight Shadows Metallic Gel Eye Shadow), eye gloss (Midnight Shadows Eye Shadow Gloss), two new false eyelashes (Dream Lashes), ten shades of cheek and lip sticks (Eclipse Cheek & Lip Stick), a face mist (Mist Thing Calming Face Mist), a lash serum, and a makeup primer for underneath the eyes (Full Night's Sleep Cooling Blurring Under Eye Balm).


Chapter 3- on your collar

Chapter 3: On Your Collar[]

The third chapter of the brand, titled "On Your Collar", was released on June 16, 2022.[17] Additionally it was released in select Ulta Beauty stores on June 27.[18]

The collection focuses on lips and includes nine liquid lipsticks (On Your Collar Liquid Lipstick), ten classic lipsticks (On Your Collar Classic Lipstick), ten lip liner pencils (At The Borderline Lip Liner Pencil), four lip oils (Essential Drip Lip Oil), and a lip balm (Everything Nice Lip Balm).

Chapter 4: Out Of Body[]


R.E.M. Beauty's Chapter 4 Logo

The fourth chapter of the brand, titled "Out Of Body", was released on July 28, 2022.[19] The brand was also first introduced in the UK exclusively at Selfridges in-store and online on August 8, 2022.

The collection introduces several products like a Blurring Primer (Lunar Magic), a Blender (DreamCloud), blotting paper sheets, and mainly the 60-shades of Sweetener Concealer. It is officially the concealer line with the most shades in the makeup industry with various undertones. The line also includes a true black & white shade considered as 'artistic mixing shades'.

A special logo was also created by R.E.M. Beauty to honor the fourth chapter being released and the launch of the Sweetener Concealer line.

Curated Collections[]

On January 11, 2023, the brand announced the collection via their social medias. Prior to the announcement, they teased the collection with hints about the theme. The collection contains an eyeshadow palette, gem-encrusted false eyelashes, a lip gloss and an eyeliner. The collection is an "eyes favorites" kit. The collections also has 4 "curated collections" named Dollhouse, All Things Pink, Brrr, and Talent Show inspired from the music video of the song.


Main article: Holiglitch

On October 2, 2023, the brand announced their first ever limited-edition holiday collection via their social medias. Prior to the announcement, they teased the collection with hints about the theme. The collection features 3 new makeup sets, Galactic Frost Metallic Eye Set, Naughty & Iced Face & Blush Set and Pixel-Iced Mini Plumping Lip Gloss Set, including a mix of fan favorites and new icy hypnotic shades.


Main article: Hypernova

On February 8, 2024, the brand released their blush and bronzer collection via their social medias. The collection features 8 new powder blush shades, 6 new matte bronzer shades, mist thing setting spray, b1 blush brush and b2 bronzer brush.

Upcoming Products & Collections[]

At its launch, R.E.M. Beauty introduced 4 chapters to be released but it is still unclear, now that all 4 chapters are launched, what is to come next. However on August 9, 2022 in London, the staff at multiple Selfridges stores were seen using R.E.M. Beauty brushes... which leads to think that a makeup brushes line will come out in the future.

  • Face powder
  • Contour palette


Year Nominee / work Award Result
2022 R.E.M Beauty Allure Best New Brand Won
Allure Best Eye Makeup Won
Cosmopolitan UK Best Concealer Won
Ex. Awards Best Influencer Program Won
SELF Best Liquid Eyeliner Won
Selfridges Launch of the Year Won
Webby Best Mobile User Interface Won
Webby Best Fashion & Beauty Won
Webby Best Mobile Visual Design Won
2023 Cosmopolitan Best Liquid Eyeliner Won
Cosmopolitan Best Celebirty Brand Won
Cosmopolitan Best Liquid Eyeliner Won
Glamour Best Face Mist Won
Glamour Best Eyeshadow Won
InStyle Best Liquid Eyeliner Won
PETA Favorite Celebrity Cruelty-Free Beauty Brand Nominated
PETA Favorite Celebrity Cruelty-Free Beauty Product Nominated
Sunday Times Best Celebrity Brand Nominated
British Vogue Beauty New Kid On The Block Won


  • R.E.M. Beauty has won three Webby Awards for "Best Mobile User Interface", "Fashion and Beauty", and "Best Mobile Visual Design".[20]
  • R.E.M. Beauty won an award for "Best Liquid Eyeliner" at the 2022 POPSUGAR Beauty Editor's Choice Awards.[21]
  • R.E.M. Beauty has won the Allure Readers' Choice Award for "Best New Brand".[22]
  • R.E.M. Beauty has won Best Buzz Marketing/Influencer Program in 2nd place (Silver) at the 2022 Ex Awards. This is due to her campaign in collaboration with Instagram “r.e.m beauty experience”.[23]
  • R.E.M. Beauty has won a Silver Button at the Youtube Creator Awards.
  • The range "On Your Collar" might be named after Connie Francis's song "Lipstick On Your Collar" since Grande posted the song on her Instagram story on June 7, 2022.
  • The Chapter 4 is the only chapter released without a video commercial/preview. It is also the chapter with the least visuals (so far).
  • Despite it being named after the 4th track of Sweetener, it isn't stylized in all caps like the song is.




External links[]


  1. "about us". r.e.m beauty. Retrieved on January 17, 2022.
  2. Ariana Grande (@arianagrande) (September 9, 2021). "Ariana Grande on Twitter". Twitter. Retrieved on September 9, 2021. “ @rembeauty”
  3. Rosenstein, Jenna (November 12, 2021). "Ariana Grande's Makeup Brand, r.e.m. beauty, Is Available Right Now". Harper's Bazaar.
  4. Twitter - r.e.m. beauty on Twitter: "[...] #rembeauty is coming to @selfridges online + in-store on august 8th [...]"
  5. "R.E.M. BEAUTY Trademark Application of Thunder Road, Inc.". Justia Trademarks. Retrieved on September 10, 2021.
  6. Dall'Asen, Nicola (September 9, 2021). "What We Know So Far About Ariana Grande's r.e.m. beauty Brand". Allure. Retrieved on September 10, 2021.
  7. Ariana Grande (@arianagrande) (September 9, 2021). "Ariana Grande on Twitter". “ @rembeauty”
  8. Kilbane, Brennan (September 10, 2021). "Ariana Grande Has Manufactured Her Dream Makeup Line — Cover Interview". Allure. Retrieved on September 10, 2021.
  9. r.e.m. beauty (@rembeauty) (September 23, 2021). "r.e.m. beauty on Twitter". Twitter. Retrieved on September 23, 2021. “__loading__ ch.1”
  10. Ariana Grande (@arianagrande) (September 30, 2021). "Ariana Grande on Twitter". Twitter. Retrieved on October 6, 2021.
  11. "r.e.m. beauty on Twitter". Twitter (September 30, 2021). Retrieved on October 6, 2021. “chapter 1: ultraviolet”
  12. BeautyPackaging - "Ariana Grande Agrees to Purchase Assets Tied to r.e.m. beauty from Forma Brands"
  13. (November 13, 2021). "Ariana Grande Makes $1 Million In Less Than 24 Hours Due To R.E.M. Beauty Launch". Retrieved on November 14, 2021.
  14. r.e.m. beauty (@rembeauty) (March 14, 2022). "r.e.m. beauty on Twitter". Twitter. Retrieved on March 14, 2022. “coming 3.21”
  15. r.e.m. beauty (@rembeauty) (March 14, 2022). "r.e.m. beauty on Twitter". Twitter. Retrieved on March 14, 2022. “chapter 2: goodnight n go 🧊🪞🧊🪞🧊🪞”
  16. AG7 🍵 (@AG7Source) (March 14, 2022). "AG7 🍵 on Twitter". Twitter. Retrieved on March 14, 2022. ““goodnight n go” will be the promotional song for chapter 2 of @rembeauty”
  17. r.e.m. beauty (@rembeauty) (June 13, 2022). "r.e.m. beauty on Twitter". Twitter. Retrieved on June 13, 2022. “chapter 3: on your collar 〰 launching 6.16 exclusively at 👄👄👄”
  18. r.e.m. beauty on Twitter - we love an @ultabeauty haul 🪐 🧡 all three #rembeauty chapters are now available online + in-store at select @ultabauty locations nationwide! (...)
  19. r.e.m. beauty (@rembeauty) (June 19, 2022). "r.e.m. beauty on Twitter". Twitter. Retrieved on June 19, 2022. “chapter 4: out of body 🌖🌗🌘🌑🌒🌓🌔 launching 7.28 exclusively at”
  20. Twitter - ".@rembeauty is nominated for 2 @thewebbyawards! 🤍"
  21. Twitter - ".@rembeauty by Ariana Grande wins an award for "Best Liquid Eyeline" at the 2022 POPSUGAR Beauty Editor's Choice Awards."
  22. Twitter- Team Ariana on Twitter:"@rembeauty has won the @allure_magazine readers choice award for Best New Brand!"
  23. Twitter - Ariana Grande Vote Stats on Twitter:".@ArianaGrande's “r.e.m beauty” has won “Best Buzz Marketing/Influencer Program” in 2nd place at the 2022 Ex Awards.