R.e.m: Rapid eye movement. Occurs at a certain time when you are sleeping and dreaming. 

The award winning pop singer, Ariana Grande finally announces the launch of her beauty brand r.e.m. at Sephora stores across Europe on Feb. 13, just in time for Valentine’s Day. Grande’s brand is vegan, cruelty-free, paraben-free and recyclable. So far the brand consists of four chapters, which have all been released separately. 

“R.e.m. beauty was created to empower you with the tools you need to bring your most vivid, limitless, and creative dreams to life. Our products blend otherworldly ideas with real world innovation to inspire you to explore what creativity means to you,” stated on the r.e.m. website.

Starting with the first launched chapter, 01 Ultraviolet, Grande released many products to help fuel her new brand, including statement pieces like false lashes, eyeshadows and glosses. Following the success of chapter one, 02 Goodnight n Go, 03 On Your Collar, and 04 Out of Body were then released after. She even has a few skin care items and other beauty products.

As her brand expands and grows in popularity, so do her products and locations. R.e.m. Beauty was first launched in the United States back in November of 2021, and grew rapidly. Starting with only a website, in 2022 Ulta Beauty welcomed the brand into their stores, and now Sephora along with them.

Grande claimed she had been working on the products for awhile and was excited to share them with everyone. “Makeup is so personal and to have the opportunity to help people feel even more beautiful than they already are in their own skin (…) is a gift that I’ll never take for granted,” stated Grande on her brand’s website.

On Jan. 18, the new limited edition Thank u, Next Favorite Thing eye set was officially released, including products like liquid eyeliner, lashes, and eyeshadow, all inspired by Grande’s popular Thank u, Next era.

Grande’s website even has a “Get the look” section. This allows customers who visit her website to look through a few of Grande’s makeup looks and show them the right products they need to recreate that look.

The title “R.e.m. Beauty” was inspired by one of her songs called “R.E.M” on her fourth studio album, “Sweetener,” which was released back in 2018. The brand seems to base around this album and an intergalactic theme using some of the song titles in a few of her products like Rem, Sweetener, and Borderline.

Ariana Grande welcomes Sephora EU to the Flight Crew.