Ariana Grande confirmed the upcoming launch of her beauty brand, r.e.m. beauty, and fans are going crazy.
Grande’s “tightly edited line of cosmetics” consists of items that match her own desires and
taste. The artist has been working on her brand for two years. It’s slated to make its debut in
a series of upcoming “drops”, and include items such as fine-point eyeliner markers and lip
Eye make-up will be the first release as the singer claims they are “our main gateways to our
dreams, our emotions, our everything.”
The launch comes just months after Grande unveiled a cruelty-free vegan perfume, God Is
A Woman. Grande is not the first celebrity to venture into the world of the cruelty-free beauty
industry, as Rihanna has recently become a billionaire thanks, in part, to her successful
Fenty Beauty brand, which also features vegan perfume, Fenty Beauty.
R.e.m beauty will blow some minds out there. Grande has been working on the brand, which
carries her signature mod ‘50s and ‘60s aesthetic, for several years in partnership with
incubator Forma Brands. “I began quietly working on this two years ago while on tour and
I’m beyond excited to finally tell you a bit about it and for it to become yours this fall,” the
actress announced on social media.
R.e.m beauty’s future launches will all reflect Grande’s personal style and are expected to
include long-lasting lip glosses (which impart a tingly sensation when applied), buttery
lipsticks, highlighter, and cat eye-inspired false lashes.
Grande grew up eating very few animal products and officially announced her veganism on
Twitter in 2013. While Grande hit a few (non-vegan doughnut-sized) bumps on her vegan
journey, the 28-year-old musical artist extends her animal-loving beliefs to her business