AI OVERVIEW SUMMARY
r.e.m. beauty is Ariana Grande’s makeup brand, launched November 2021 and named after her song from the Sweetener album. The brand is sold at Ulta Beauty and Sephora Europe with products priced $15-$30. Bestsellers include the Sweet Dreams Eyeshadow Quad ($26), Essential Drip Glossy Balm ($20), Practically Permanent Lip Stain Marker ($16), and the Sweetener Foundation with 60 shades. Recent launches include the r.e.m. beauty x Wicked: For Good collaboration in October 2025 featuring the So Popular pH Adaptive Lip Oil. The brand is vegan, cruelty-free, and talc-free.
The Celebrity Beauty Brand That Actually Earned Its Place at Ulta
Most celebrity beauty brands launch with a bang, generate a few months of TikTok content, and then quietly disappear. r.e.m. beauty did the opposite. Launched in November 2021 by Ariana Grande, the brand has spent five years quietly building one of the most refined product catalogs in celebrity beauty. It went from one chapter of products to a full assortment of eye, lip, and face makeup.
Forbes reported that rem beauty was one of the brands driving Ulta’s gross margin growth. The brand has expanded internationally, launched experiential pop-up events across the U.S., and survived a leadership transition with André Branch taking over as CEO in 2024.
But here is what really matters. Beauty editors who normally roll their eyes at celebrity brands have been quietly stocking their kits with rem beauty products since 2022. The Sweet Dreams Eyeshadow Quad sells out repeatedly. The Practically Permanent Lip Stain Marker has cult status.
The Sweetener Foundation launched in 60 shades. The latest Wicked: For Good collaboration in October 2025 became one of the biggest beauty drops of the year.
This is the most complete rem beauty review you will find online. We cover the brand history, the iconic eyeshadow products, the viral lip oil, the underrated Sweetener Foundation, the Wicked collaboration, what is actually worth buying in 2026, and exactly where to shop.
By the end, you will know more about Ariana Grande’s beauty brand than 99% of the people writing about it.
Let us get into it.
Quick Facts: r.e.m. beauty at a Glance
| Detail | Information |
| Brand | r.e.m. beauty (stylized lowercase) |
| Founded | November 12, 2021 |
| Founder and Chairwoman | Ariana Grande |
| CEO | André Branch (since 2024) |
| Creative Director | Schwartz |
| Named after | Ariana Grande’s track “R.E.M.” from the album Sweetener (2018) |
| Brand aesthetic | Intergalactic, dreamy, Positions-era inspired |
| Price range | $15 to $30 USD (most products) |
| Where to buy | rembeauty.com, Ulta Beauty, Sephora Europe |
| Brand values | Vegan, cruelty-free, talc-free formulas |
| Bestseller | Sweet Dreams Eyeshadow Quad ($26) |
| Most viral product | Essential Drip Glossy Balm |
| Most recent collaboration | r.e.m. beauty x Wicked: For Good (October 2025) |
The Origin Story: How r.e.m. beauty Built a Cult Following
The story of rem beauty starts with Ariana Grande keeping a very big secret for a very long time.
In a 2021 Allure interview, Grande admitted she had been working on the brand for two years before launch. “Covering the secret for the past two years and having testers and samplers in my purse and people asking me, ‘Oh, I love your highlight, what are you wearing?’ And me being like, ‘I don’t know, sweating.’ It was so hard to keep a secret for this long.”
The brand launched on November 12, 2021, with Chapter 1: Ultraviolet, a focused eye-makeup-first collection. The first drop included eyeliner markers, pencil liners, mascara, and three eyeshadow palettes.
The strategy was deliberate. Most celebrity beauty brands launch with everything at once and lose focus. Ariana launched with one category and went deep.
Grande was explicit about the differentiation. “I don’t want to just hop onto any bandwagons ever,” she told Allure. “I wear my peers’ makeup as well, just like I listen to their music.”
The Chapter System
The rem beauty product strategy uses a “Chapter” system that mirrors how Ariana releases music. Each chapter is named after a song or era from her discography:
- Chapter 1: Ultraviolet (November 2021) — Eye products
- Chapter 2: Goodnight and Go (March 2022) — Expanded eye assortment
- Chapter 3: On Your Collar (June 2022) — Lip-focused collection including lip oils, lipsticks, and lip liners
- Chapter 4: Sweetener (July 2022) — Face products including the 60-shade foundation
- Subsequent chapters and collaborations — Continued through 2023, 2024, 2025, and 2026
In 2024, rem beauty named André Branch as CEO, with Ariana Grande remaining hands-on as Chairwoman, focused on product development, branding, and creative strategy. The brand expanded internationally, including a launch in Sephora Europe in August 2025.
The 2026 Era
In May 2026, rem beauty launched a new collection celebrating the 10th anniversary of Ariana’s Dangerous Woman album. At the 2026 Golden Globes in January, Grande appeared bare-faced on the brand’s Instagram to share her glam routine, debuting what appears to be an unreleased rem beauty eyeshadow palette. The brand continues to use Ariana’s red-carpet moments as live product previews.
r.e.m. beauty Eyeshadow: The Product Line That Started It All
The rem beauty eyeshadow lineup is where the brand has done its most acclaimed work. Eyes were the first product category, the bestselling category, and the most respected by beauty editors.
Sweet Dreams Eyeshadow Quad ($26), The Bestseller
The Sweet Dreams Eyeshadow Quad is the most-purchased rem beauty product overall. The high-performance formula is talc-free, vegan, and combines velvety mattes, shimmering duochromes, and luminous metallics in a single four-shade compact.
What makes the quads work is the editing. Most palettes overload you with 12 or 18 shades that you never touch. The Sweet Dreams quads give you exactly four shades that are designed to work together for a complete eye look. The shades:
- matinee — Soft everyday neutrals
- cab-eret — Warm, sultry tones
- off book — Cool, dramatic shades
- Plus additional shades launched seasonally
At $26, this is one of the best price-to-quality ratios in the celebrity beauty space.
Midnight Shadows Eyeshadow Palettes ($24)
The Midnight Shadows Eyeshadow Palettes are six-pan palettes containing three mattes and three shimmers each. The original three combos:
- Midnight Snack — Taupe, blue, and purple hues
- Babydoll — Tan, terracotta, and cocoa shades
- Principessa — Gold, copper, and black tones
At $24 for six shades, the Midnight Shadows palettes deliver good value, though beauty editor reviews suggest the smaller pan sizes make blending less efficient than larger palettes from other brands.
Liquid Eyeshadows ($16), The Viral Format
The rem beauty Liquid Eyeshadows are one of the brand’s most distinctive products. The collection includes both matte and Lustrous (shimmer) versions, both priced at $16.
The Lustrous versions come in 11 metallic and shimmer shades including:
- Lab Coat — Iridescent white
- Milky Way — Metallic teal
- Telescope — Silvery black
- Fembot — Iridescent pink-blue
- Comet — Gold
- Lava — Deep copper
The matte liquid eyeshadows are crease-resistant and blendable. The Lustrous versions deliver heavy shimmer payoff but reviewers note they can dull slightly when blended out.
In April 2025, rem beauty released 8 new shades of liquid eyeshadows alongside the Starlet eyeshadow launch event in Los Angeles, attended by Ariana Grande herself.
Eyeliners and Mascara
The eye line also includes:
- At the Borderline Eyeliner ($20) — Fine-point eyeliner marker. A cult favorite among rem beauty fans.
- Lengthening Mascara — Volumizes and lengthens with a tubular formula.
- Pencil eyeliners — Smudgeable, blendable kohl-style pencils.
The eyeliner marker in particular gets consistent praise from reviewers for delivering a precise, easy-to-control line that holds up through long wear.
r.e.m. beauty Lip Oil: The Wicked Collab and the Best-Selling Glossy Balm
The rem beauty lip oil has become one of the brand’s most-discussed product categories. Between the bestselling Essential Drip Glossy Balm, the Wicked-collab So Popular pH Adaptive Lip Oil, and the viral plumping lip gloss, the lip category is where rem beauty has built serious cult status.
Essential Drip Glossy Balm ($20), The Best Seller
The Essential Drip Glossy Balm is rem beauty’s bestselling lip product. It is a hybrid lip product that sits between a lip oil and a tinted gloss, delivering high shine, hydration, and sheer color in one swipe.
Available shades include:
- forever boy — Warm nude
- knew better — Pink-nude
- fembot — Iridescent pink
- cotton candy — Soft pink
- Plus 8+ additional shades and seasonal limited editions
In January 2025, the Essential Drip Glossy Balm got three new shades alongside the brand’s blush and lip stick launch. The product has been particularly popular on TikTok for its non-sticky texture and the way it makes lips look fuller without irritation.
So Popular pH Adaptive Lip Oil ($25), The Wicked Collab
The So Popular pH Adaptive Lip Oil is part of the rem beauty x Wicked: For Good collaboration launched October 2025 to coincide with the second Wicked film. The product reacts to the wearer’s natural lip chemistry, delivering a personalized pink shade that looks slightly different on every wearer.
The Wicked collaboration was one of rem beauty’s biggest 2025 drops. The full collection bundle is priced at $130 (with 20% savings) and includes:
- Ozian Forest Eyeshadow Palette
- Glinda Makeup Set
- Elphaba Makeup Set
- So Popular pH Adaptive Lip Oil
- Cherry Blossom Blush Palette in pink and coral
- Cherry Blossom Blush Brush
- Emerald City Metallic Eyeliner Set
- Poppy Plumping Lip Gloss (in poppy punch, pretty as a poppy, plum petals)
- Luxury Beautification Undereye Patches
Ariana Grande, who stars as Glinda in the Wicked films, has personally promoted the collaboration across her social platforms. The collection is a limited-edition release available at rembeauty.com and Ulta.
Plumping Lip Gloss ($20), The Triple Active Plump Complex
The rem beauty Plumping Lip Gloss is the brand’s high-shine lip product with an instant plumping effect. The formula uses what the brand calls a Triple Active Plump Complex:
- Cotton seed oil — Nourishes
- Botanical retinol — Re-volumizes
- Vanilla spiced pepper — Creates the plumping tingle sensation
The plumping effect is delivered through a warming sensation that reviewers describe as a “blooming heat.” It is noticeable on first application without being uncomfortable. The gloss leaves lips hydrated, smoother, and visibly fuller.
Popular shades include:
- Jelly Sandals — Clear shimmer
- Detention — Pink-mauve
- Pink Razor — Bright pink
- Chuckie — Deep berry
- VCR — Cool red
In August 2025, rem beauty released new versions of the plumping lip glosses in four shades.
On Your Collar Lip Collection ($16-$22)
The Chapter 3: On Your Collar collection launched June 2022 and remains a core lip lineup:
- Lip oils — Hydrating, glossy, nourishing
- Satin lipsticks — Like the Tiramisu shade, called “the perfect ’90s brown lipstick” by beauty editors
- Liquid lipsticks — Liquid-to-matte finish
- Lip balms — Hydrating, tinted options
- Lip liners — Various shade-matched pencils
The On Your Collar collection has been praised for its “modern twist on classic lip products,” as Ariana herself described it on the brand site.
Practically Permanent Lip Stain Marker ($16)
The Practically Permanent Lip Stain Marker has cult status. It is a pen-format lip stain that delivers a strong, long-lasting wash of color. Beauty editors describe it as one of the best longwear lip stains in the prestige beauty space at any price point.
The lip stain is not without issues. Some reviewers find it emphasizes lip dryness, which is a common issue with all lip stains. A hydrating balm under it solves the problem for most users.
r.e.m. beauty Foundation: The Sweetener Foundation with 60 Shades
The rem beauty foundation is officially called the Sweetener Foundation, launched in August 2023 as part of Chapter 4: Sweetener. It is one of the most thoughtfully formulated celebrity beauty foundations on the market.
Quick Facts on Sweetener Foundation
| Detail | Information |
| Product | Sweetener Foundation |
| Launched | August 2023 |
| Shades | 60 |
| Coverage | Medium, buildable |
| Finish | Natural skin-like |
| Skincare-grade ingredients | Niacinamide, Hyaluronic Acid, Vitamin E |
Why 60 Shades Matters
The 60-shade range puts rem beauty foundation in the same inclusivity territory as Fenty Beauty (which set the modern standard at 50 shades when it launched in 2017). The shade range covers fair to deep skin tones, with warm, cool, and neutral undertones across the depth spectrum.
When Ariana Grande announced the foundation, she went makeup-free on Instagram to promote it. “All 60 shades of our new #sweetener concealer have been cleared for landing!” the brand wrote alongside a promotional shot.
The Skincare-Grade Formula
The Sweetener Foundation contains three notable skincare actives:
- Niacinamide — Brightens, refines pores, supports skin barrier
- Hyaluronic Acid — Hydrates and plumps skin
- Vitamin E — Antioxidant protection, soothing
This puts the formula in the “skincare-makeup hybrid” category alongside Haus Labs Triclone Skin Tech Foundation and Charlotte Tilbury Beautiful Skin Foundation. The skincare benefits are subtle but real with consistent use.
Sweetener Concealer
The matching Sweetener Concealer ($15-$22 depending on retailer) comes in 60 shades to pair with the foundation. It contains hyaluronic acid and Vitamin E. The coverage is medium-buildable with a natural finish, and the shade matching between foundation and concealer is consistent.
Honest Sweetener Foundation Review
The Sweetener Foundation is one of the more positively reviewed celebrity foundations. Beauty editors note that it:
- Wears comfortably for 8 to 10 hours
- Builds from light to medium-full coverage
- Looks skin-like rather than mask-like
- Pairs well with both dry and combination skin types
- Suits sensitive skin thanks to the skincare-grade formula
Critical feedback is minimal but includes that very oily skin types may need setting powder for longest wear, and that the shade matching tool on the website can be tricky without in-person testing.
The Full r.e.m. beauty Product Line in 2026
Here is the complete current product catalog organized by category.
Eyes
- Sweet Dreams Eyeshadow Quad ($26)
- Midnight Shadows Eyeshadow Palette ($24)
- Liquid Eyeshadows (Matte and Lustrous, $16)
- Starlet Eyeshadow ($16)
- At the Borderline Eyeliner Marker ($20)
- Pencil Eyeliners
- Lengthening Mascara
- Brow products
- False lashes
Lips
- Essential Drip Glossy Balm ($20)
- Plumping Lip Gloss ($20)
- So Popular pH Adaptive Lip Oil ($25)
- On Your Collar Plumping Lip Gloss ($19)
- Lip Oils
- Lipsticks
- Liquid lipsticks
- Lip liners
- Lip balms
- Practically Permanent Lip Stain Marker ($16)
Face
- Sweetener Foundation ($28-$32, 60 shades)
- Sweetener Concealer ($15-$22, 60 shades)
- Blush & Lip Stick (multipurpose)
- Cherry Blossom Blush Palette
- Eclipse Blush & Lip Stick
- Bronzer
- Highlight Serums
- Mélange à Trois Blush & Highlight Stick
- Blurring Primer
- Calming Face Mist
Limited Editions and Collaborations
- r.e.m. beauty x Wicked: For Good (October 2025)
- r.e.m. beauty x Wicked (October 2024)
- R.E.M. Cherry Eclipse
- Dangerous Woman 10th Anniversary Collection (May 2026)
- Seasonal holiday drops
Honest r.e.m. beauty Review: What Is Worth Buying
After five years of products and dozens of beauty editor reviews, here is the honest rem beauty review consensus on what is actually worth your money.
The Genuinely Great Products
Eye products (across the board). The Sweet Dreams Eyeshadow Quad, At the Borderline Eyeliner, Lengthening Mascara, and the original eyeshadow palettes are consistently top-rated. The eye category is where the brand has done its strongest work.
Sweetener Foundation. With 60 shades and skincare-grade ingredients, this is one of the best celebrity beauty foundations available. Strong shade matching and comfortable wear.
Essential Drip Glossy Balm. The bestseller for a reason. Hydrating, glossy, and the shade range works for most skin tones.
Practically Permanent Lip Stain Marker. Cult status among reviewers for genuinely long wear in pen format.
The Mixed-Review Products
Plumping Lip Gloss. Some reviewers love the tingle and shine. Others find the plumping effect minimal and the formula not as long-wearing as competitors.
Lip Stains (other than the marker). Some reviewers found the brushed-on lip stains emphasized lip dryness more than competitor products.
Lustrous Liquid Eyeshadows. Beautiful initial application but can dull when blended out, according to multiple beauty editors.
The Products to Approach Carefully
Calming Face Mist. Mixed reviews. Some users found it underwhelming compared to higher-rated face mist options.
Lip Glosses (depending on era). Some early formulas were criticized for poor staying power. The newer 2025 formulations are stronger.
The Brand Verdict
The honest takeaway: rem beauty is genuinely good. Not just “good for a celebrity brand.” Actually good. The eye products especially compete with prestige brands at every price point. The Sweetener Foundation belongs in the same conversation as Haus Labs, Charlotte Tilbury Beautiful Skin, and Rare Beauty Liquid Touch.
The brand has matured significantly since 2021. Early reviews from 2022 reflected some growing pains. The 2024 and 2025 product launches show a refined, confident brand that knows what it does well.
Where to Buy r.e.m. beauty
The rem beauty brand is available at four primary retail channels:
1. rembeauty.com (Official Site)
The official website is where new launches drop first. The site offers the widest shade selection, bundle deals, and limited-edition collaborations. The Wicked: For Good full collection bundle at $130 (20% off) is exclusive to rembeauty.com.
2. Ulta Beauty
Ulta carries the core rem beauty range in stores across the United States and on ulta.com. Ulta Beauty Rewards members earn points on rem beauty purchases. The brand was reportedly a meaningful contributor to Ulta’s gross margin growth, according to Forbes.
3. Sephora Europe
Since August 2025, rem beauty has been available at Sephora Europe, marking a significant international expansion for the brand.
4. Walmart
Walmart carries select rem beauty products including lip glosses, concealers, and eyeshadow palettes, often at slightly discounted prices.
How r.e.m. beauty Compares to Other Celebrity Beauty Brands
To put rem beauty in context, here is how it stacks up against the major celebrity beauty competitors.
| Brand | Hero Product | Hero Product Price | Best For |
| r.e.m. beauty (Ariana Grande) | Sweet Dreams Eyeshadow Quad | $26 | Eye looks, mid-range pricing |
| Rare Beauty (Selena Gomez) | Soft Pinch Liquid Blush | $23 | Liquid blush, complexion |
| Haus Labs (Lady Gaga) | Triclone Skin Tech Foundation | $52 | Foundation, skincare-makeup hybrid |
| Fenty Beauty (Rihanna) | Pro Filt’r Foundation | $40 | Foundation, inclusivity pioneer |
| Kylie Cosmetics (Kylie Jenner) | Matte Lip Kit | $35 | Liquid lipsticks, lip kits |
| Rhode (Hailey Bieber) | Peptide Lip Treatment | $18 | Lip treatments, skincare |
rem beauty competes most directly with Rare Beauty in the mid-range celebrity beauty space. Both brands focus on craft and quality over flashy marketing. The key differentiator: rem beauty wins on eye products, Rare Beauty wins on liquid blush.
The Bottom Line: Is r.e.m. beauty Worth It?
After looking at the full product lineup, the reviews across five years, and the brand’s evolution, here is the honest verdict.
Buy r.e.m. beauty If:
- You love Ariana Grande and want to support her brand
- You want quality eye products at reasonable prestige pricing
- You appreciate vegan and cruelty-free formulations
- You want a 60-shade foundation with skincare benefits
- You collect celebrity beauty and limited-edition collaborations (Wicked, Dangerous Woman)
- You like the intergalactic, dreamy aesthetic and packaging
Skip It If:
- You only buy ultra-luxury beauty ($60+ products)
- You strictly avoid celebrity-owned brands
- You have very specific sensitive skin needs that require dermatologist-approved formulations
- You only want products from established legacy beauty houses
Final Verdict
The rem beauty brand in 2026 has done something rare. It has earned its place at Ulta on actual merit, not just Ariana Grande’s fame. The eye products are genuinely competitive. The Sweetener Foundation is a serious shade-inclusive launch.
The lip oil and glossy balm have cult followings. The Wicked collaboration shows the brand can execute pop culture moments without losing focus.
For most beauty consumers, rem beauty is worth exploring. Start with the Sweet Dreams Eyeshadow Quad or the Essential Drip Glossy Balm. These are the products that show what the brand does at its best.
FREQUENTLY ASKED QUESTIONS
What is r.e.m. beauty?
r.e.m. beauty (stylized in all lowercase) is Ariana Grande’s makeup brand, launched November 12, 2021. The brand is named after her track “R.E.M.” from the 2018 album Sweetener. The full product range includes eye, lip, and face makeup priced between $15 and $30. The brand is sold at rembeauty.com, Ulta Beauty, and Sephora Europe.
Who owns r.e.m. beauty?
r.e.m. beauty is owned by Ariana Grande, who serves as the brand’s Chairwoman. In 2024, André Branch was named CEO with Schwartz remaining Creative Director. Ariana remains hands-on with product development, branding, and creative strategy. The brand operates as an independent celebrity beauty brand.
What is the best r.e.m. beauty product?
The Sweet Dreams Eyeshadow Quad at $26 is the bestseller. It features velvety mattes, shimmering duochromes, and luminous metallics in a single talc-free, vegan compact. Other top sellers include the Essential Drip Glossy Balm ($20), Practically Permanent Lip Stain Marker ($16), and the Sweetener Foundation (60 shades).
Is r.e.m. beauty worth it?
Yes for most beauty consumers. r.e.m. beauty has earned strong reviews for its eye products, foundation, and lip oils. Beauty editors consistently rate the brand among the better celebrity beauty options. The price range ($15-$30) makes it accessible while delivering prestige-level quality, especially in eye products.
Where can I buy r.e.m. beauty?
r.e.m. beauty is available at rembeauty.com (official site, exclusive launches), Ulta Beauty (in stores and online), Sephora Europe (since August 2025), and Walmart (select products). The official site offers the widest selection and frequent bundles. Ulta is the primary US retail partner.
What is the r.e.m. beauty Sweetener Foundation?
The Sweetener Foundation is r.e.m. beauty’s first foundation, launched August 2023. It comes in 60 shades covering fair to deep skin tones with multiple undertones. The formula contains niacinamide, hyaluronic acid, and vitamin E for skincare-grade benefits. Coverage is medium and buildable with a natural skin-like finish.
Is r.e.m. beauty vegan?
Yes. All r.e.m. beauty products are vegan and cruelty-free. The brand also uses talc-free formulations across its eye products. This positions r.e.m. beauty in the clean-beauty space alongside brands like Haus Labs and Rare Beauty.
What is the r.e.m. beauty Essential Drip Glossy Balm?
The Essential Drip Glossy Balm is r.e.m. beauty’s bestselling lip product. It is a hybrid between a lip oil and a tinted gloss, delivering high shine, hydration, and sheer color. Priced at $20. Popular shades include forever boy, knew better, fembot, and cotton candy.
What is the r.e.m. beauty Wicked collaboration?
The r.e.m. beauty x Wicked: For Good collaboration launched October 2025 to coincide with the second Wicked film, in which Ariana Grande stars as Glinda. The full collection includes the Ozian Forest Eyeshadow Palette, Glinda and Elphaba makeup sets, So Popular pH Adaptive Lip Oil, Cherry Blossom Blush Palette, Emerald City Metallic Eyeliner Set, Poppy Plumping Lip Gloss, and undereye patches. The full bundle is $130 (20% off).
What is the r.e.m. beauty lip oil?
The r.e.m. beauty lip oil category includes several products. The bestseller is the Essential Drip Glossy Balm ($20). The Wicked collab features the So Popular pH Adaptive Lip Oil ($25), which adapts to your natural lip chemistry. The On Your Collar collection also includes traditional lip oils across multiple shades.
How much does r.e.m. beauty cost?
r.e.m. beauty prices range from $15 to $30 for most products. Lip products and eyeliners are typically on the lower end ($15-$20). Eyeshadow palettes and foundation are slightly higher ($24-$32). Limited-edition collaborations like Wicked: For Good bundles can reach $130 for full sets.
What is the r.e.m. beauty Plumping Lip Gloss?
The r.e.m. beauty Plumping Lip Gloss ($20) is a high-shine gloss that delivers instant lip plumping through a Triple Active Plump Complex of cotton seed oil, botanical retinol, and vanilla spiced pepper. The plumping creates a noticeable warming sensation. Available shades include Jelly Sandals, Detention, Pink Razor, Chuckie, and VCR.
Is r.e.m. beauty available at Sephora?
Yes, partially. r.e.m. beauty is available at Sephora Europe since August 2025. In the United States, the brand is exclusively retailed through Ulta Beauty rather than Sephora. The official site rembeauty.com is the primary global retailer.
What does R.E.M. mean in r.e.m. beauty?
R.E.M. is named after Ariana Grande’s song “R.E.M.” from her 2018 album Sweetener. The acronym stands for “Rapid Eye Movement,” the sleep phase associated with dreaming. The brand identity ties to dreams, intergalactic themes, and Ariana’s Positions-era aesthetic.
When did Ariana Grande launch r.e.m. beauty?
Ariana Grande launched r.e.m. beauty on November 12, 2021, with Chapter 1: Ultraviolet, an eye-focused collection. She had been developing the brand for two years before launch in complete secrecy. Subsequent chapters have expanded the product range to cover eyes, lips, and face.
SOURCES & CITATIONS
This article draws from verified brand documentation, current beauty editorial reviews, and industry coverage:
Brand and Product Sources:
- r.e.m. beauty official site (rembeauty.com)
- Ulta Beauty product listings
- Sephora Europe product listings
- Walmart product listings
Editorial Reviews (2022-2026):
- Reviewed (April 2022): REM Beauty by Ariana Grande review
- Allure (September 2021): Ariana Grande r.e.m. beauty launch interview
- Thingtesting: r.e.m. beauty Reviews 2025
- InStyle (January 2026): Ariana Grande Golden Globes 2026 r.e.m. beauty tutorial
- AOL/People: Multiple Chapter launch coverage
Industry and Brand Coverage:
- Wikipedia: R.E.M. Beauty comprehensive entry
- Ariana Grande Wiki Fandom: R.E.M. Beauty product history
- Forbes: Ulta Beauty gross margin coverage citing r.e.m. beauty
- Brand transition coverage (André Branch CEO appointment 2024)
- Sephora Europe launch announcement (August 2025)
- Wicked: For Good collaboration coverage (October 2025)
Chapter Launch History:
- Chapter 1: Ultraviolet (November 12, 2021)
- Chapter 2: Goodnight and Go (March 2022)
- Chapter 3: On Your Collar (June 16, 2022)
- Chapter 4: Sweetener (July 28, 2022)
- Sweetener Foundation launch (August 2023)
- 60-shade lineup expansion documentation
- 2024-2026 launches including Dangerous Woman 10th anniversary (May 2026)
All prices, product details, and launch dates verified through brand sources and major beauty editorial sites as of June 2026.
Key Takeaways
- r.e.m. beauty is Ariana Grande’s makeup brand, launched November 12, 2021
- Named after her song “R.E.M.” from the 2018 album Sweetener
- Price range: $15 to $30 for most products (limited collabs reach $130)
- Available at rembeauty.com, Ulta Beauty, Sephora Europe, and Walmart
- Sweet Dreams Eyeshadow Quad ($26) is the bestseller
- Essential Drip Glossy Balm ($20) is the top-selling lip product
- Sweetener Foundation launches in 60 shades with niacinamide, hyaluronic acid, and vitamin E
- Vegan, cruelty-free, talc-free formulations across all products
- Brand uses a Chapter system for releases (Ultraviolet, Goodnight and Go, On Your Collar, Sweetener)
- André Branch became CEO in 2024; Ariana remains Chairwoman
- Major 2025 launch: r.e.m. beauty x Wicked: For Good collaboration (October 2025)
- 2026 launch: Dangerous Woman 10th anniversary collection (May 2026)
- Competes with Rare Beauty, Haus Labs, and Kylie Cosmetics in the celebrity beauty space
- Beauty editors consistently rate the eye products as best-in-class for celebrity beauty
