September 9, 2021 update: Ariana Grande has officially announced r.e.m. beauty with a visual showing the singer doing a headstand on a TV. The post references rembeauty.com where visitors can provide their email for updates.
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Music creative Ariana Grande is banking on her massive following with plans for a new beauty line called r.e.m. beauty. While not officially announced by the singer, a Grande fan account on Twitter pointed out that multiple new trademark names and images were recently filed referencing “Ariana’s song lyrics and aesthetics.” Classifications include an array of cosmetics, applicators and, naturally, hair extensions.
In addition to trademarks, there is also a newly launched website and multiple social media accounts. As well, a billboard advertising the new brand has been spotted in New York, one of which was posted in Instagram Stories by Doug Middlebrook, a close friend to Grande.
The makeup is a sensible next step given Grande’s success in the perfume category. She launched her debut fragrance, ARI, in 2015 and since then has released nine additional scents, all of which were made in collaboration with perfumers Clément Gavarry and Jérôme Epinette. Cloud, her fifth fragrance, is her most popular and is often touted as a dupe for Maison Francis Kurkdjian’s Baccarat Rouge 540 eau de parfum.
While there isn’t yet a launch date for r.e.m. beauty, the graphic branding on the New York billboard is scratched out and reads “coming soon.”