Countless awards, a judging spot on The Voice, a part in the film adaptation of Wicked and now her own beauty line, Ariana Grande really can do it all. Inspired by her love of make-up and her iconic signature looks, the singer is set to launch a range of cosmetics named after her Sweetener song, R.E.M. According to Grande, R.E.M - standing for rapid eye movement, alludes to dreams and rest, where she says "so much beauty happens." The name also nods to the fact that our eyes are the most expressive communicators, and the beauty line is all about expression.
Ariana claims that the chance to develop the r.e.m beauty line allowed her to redefine her relationship with beauty. By creating the products and looks herself, she was able to take ownership of the time she’d spent in stage make-up over the years, and create something much more personal that she hopes will inspire fans all over the world to be able to express themselves.
R.e.m beauty’s first launch, Chapter 1, focuses on the eye area. Telling GLAMOUR, Ariana said "r.e.m being the name of the brand, we wanted to focus on eyes. Eyes are our main storytellers and communicators." In the collection, you’ll find both powder and liquid eyeshadows, mascaras, and of course Grande’s signature eyeliner. The Chapter 1 drop also includes a couple of lip products, including glosses, stains, and plumpers - her gloss is poppin’ after all!
The packaging is inspired by a mix of Grande’s love for vintage, space, and horror. Sleek, silver compacts and curved bottles create a nostalgic yet futuristic vibe, which Ariana said helped to "create its own world." The line is also vegan, and cruelty-free.
It’s reported that the r.e.m beauty trademark also covers concealers, foundations, and hair extensions, which would make sense given Ari’s signature ponytail, so we can expect these to come as the storyline develops.