What We Know So Far About Ariana Grande's R.E.M Beauty Line

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Photo credit: Getty Images
Photo credit: Getty Images

Launching at 2pm November 12, Ariana Grande's r.e.m. beauty is almost here.

Sure to be an instant success, since Ariana Grande teased the account last month, r.e.m beauty has already racked up almost a million followers, and she hasn’t even launched a single product yet.

We can now reveal that the collection will consist of: one eyeliner marker, three kohl pencil liners in black, brown and mod white, one volumising and one lengthening mascara, three eyeshadow palettes (in 'babydoll', 'midnight snack' or 'principessa'), two sets of false lashes, 10 matte eyeshadow shades and 11 lustrous ones, 11 plumping lip glosses, six matte lipsticks, four lip stain markers and 10 highlighters. Phew.

Photo credit: Courtesy
Photo credit: Courtesy

Speaking to ELLE US, Grande revealed that she has been testing her formulas on her world tour. 'We were doing shows and [...] were able to test the highlight on stage and then make notes on the formula.'

The new beauty entrepreneur has also been testing them on The Voice. 'I’ve been wearing all of these products on The Voice. I wear them all the time to work. I wear them on TV. I’m always wearing the marker and the lip. And everyone asks, "What are you wearing?" And I’m like, I don’t know, so this is exciting to finally be able to say [r.e.m. beauty]. It’s been really cool to secretly test and see them on TV.'

Last month, Grande revealed to Allure magazine that she had been working on a top-secret beauty line with Forma Brands (behind household names like Morphe and Lipstick Queen). In a caption on Instagram, the singer said of the process, 'I began quietly working on this two years ago while on tour'. We wonder how many looks we’ve seen since where she’s been wearing the products…

Like a streetwear brand, or like many new sustainable fashion brands, r.e.m. beauty will launch as a series of drops rather than a larger permanent collection. Grande has revealed that the first collection will focus on the eyes, teasing that the debut 'Chapter' will be called 'Ultraviolet'. We’re imagining soft lilac hues and intense purple sparkles just in time for the festive season.

Speaking on the choice, the newlywed told Allure that eyes are 'our main gateways to our dreams, our emotions, our everything. They’re our main storytellers and sources of communication. I feel like you can emote more with your eyes than you can articulate sometimes.'

While we don’t know the exact shades and even what the products will look like, Grande has confirmed that the first drop will include liquid eye shadows in matte shades, eyeliner pens, glitter eyeshadows, lipsticks, a mascara, and even 'tingly' lip glosses (because all things noughties are back).

And what’s behind the name r.e.m. beauty? It had been suspected before that her new beauty line would be named after one of her most famous songs, God Is A Woman, now also a perfume by the singer (in fact, her seventh scent). But the rumour mill was wrong this time. Grande has opted for r.e.m – the title of one of the songs on her album Sweetener. It also suggests the stage of sleep (REM stands for Rapid Eye Movement) while you’re dreaming. You could say these are the products we've been dreaming about...

This follows a whole host of celebrities announcing or teasing beauty brands, from Jennifer Lopez to Meghan Markle. When asked about why she was joining an overcrowded market she was quick to dismiss this claim to Allure. 'I don’t want to just hop onto any bandwagons ever. [...] I wear my peers’ make-up as well, just like I listen to their music. [...] I think that it’s just another way to tell stories. Because you can never have enough make-up, just like you can never have enough music.'

Sign up here to shop the products on 2 November.

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