r.e.m. beauty

r.e.m. beauty is a cosmetics brand founded by global pop icon Ariana Grande in 2021, inspired by her ethereal aesthetic and imaginative spirit. The brand’s name, referencing the “rapid eye movement” dream state, reflects Ariana’s vision to bridge fantasy and reality through makeup. Initially launched under Forma Brands (parent company of Morphe), r.e.m. beauty quickly distinguished itself through its sleek, space-age packaging and high-performance formulations. Following Forma Brands’ bankruptcy in 2023, Ariana Grande reacquired full ownership, making r.e.m. beauty an independently operated brand — a rare move for a celebrity-founded company of its scale. r.e.m. beauty embodies the modern creative founder ethos: high aesthetic standards, direct audience connection, and community-driven storytelling. The brand features collections like On Your Collar Lip Gloss, Eclipse Cheek & Lip Stick, and Midnight Shadows Eyeshadow Palette, expanding globally through Ulta Beauty and Selfridges retail partnerships.