Launching on Nov. 12 online is R.E.M. Beauty- singer Ariana Grande’s beauty brand. The venture puts Grande in the same league as Lady Gaga, Rihanna, and Madonna–popstars with their own makeup/skincare lines.
Unlike other celebrity lines that start with a few products related to the celebrity/influencers signature feature, (remember when it was just Lip Kit by Kylie?), R.E.M. kicks off with a big catalog. Consisting of 62 SKUs, R.E.M. presents a full range of makeup with liquid eyeliner, kohl eye pencil, mascara, eye shadow palettes, lashes, liquid eye shadow, plumping lip gloss, matte lipstick, lip stain markers, and highlighter.
Price points range from $15 to $24. The packaging has a futuristic slant–a them that we’ve seen in Grande’s videos like Break Free and 34 + 35.
The name recalls to a single in the album sweetener and to her fragrance launched last year. It also relates to “rapid eye movement” -the deepest state of sleep as R.E.M. Beauty “inspires you to make every dream a reality, in both beauty and beyond.