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For Ariana Grande, there exists no dream that the 28-year-old singer can’t explore. From acting to making music, she manifests all her sweetest ambitions. And right now, she’s awakened a new realm of business: R.E.M Beauty. That’s right, your favorite pop star is now creating makeup products.
Interviewed by Allure for the latest “Best of Beauty” issue, Grande revealed that she’d been secretly working with Forma Brands — the beauty incubator that stemmed from successful cosmetics brand, Morphe — to create product samples for the past two years. Just like streetwear fashion brands, R.E.M. Beauty will release its products in “drops” starting with the eyes, which Grande explained are “our main gateways to our dreams, our emotions, our everything.”
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“[Eyes are] our main storytellers and sources of communication,” Grande told Allure. “I feel like you can emote more with your eyes than you can articulate sometimes.” That said, you can expect the star’s beauty brand to include fine-point eyeliner markers, liquid eyeshadows in a range of matte shades, glittering toppers and at least one mascara.
In addition to eye makeup, R.E.M. Beauty will eventually drop lip products that include buttery lipsticks and tingling glosses (something that Ari noted her inspiration came from DuWop’s Lip Venom, which tingles upon application). Knowing that, it’s no wonder Grande said her gloss was poppin’ in “7 Rings.” Clearly excited for the future, she also hinted at an eventual drop featuring highlighters.
The brand name itself alludes to a track — not surprisingly, also called R.E.M. — on Grande’s “Sweetener” album about a relationship the singer manifested. The acronym for rapid eye movement, R.E.M. refers to the stage of sleep where someone dreams very intensely. Indeed, the name perfectly fits Grande’s brand given her longtime dream of developing beauty products, which is now awakening.
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So far, the brand’s official Instagram account remains the primary source of information for any upcoming products; fans should actually expect some product drops this fall, according to a recent Instagram post showing Grande frolicking in her signature white go-go boots before posing on a chair. However, E! News also reported that the R.E.M. Beauty trademark — found on the United States Patent and Trademark Office website — listed a range of products that may potentially launch: concealers, lash serum, eyeshadow, eyeliners, lipstick, highlighter, hair extensions and makeup sponges.
Until more updates about R.E.M. Beauty become unraveled, we’re going to wait patiently and execute our beauty routines while listening to Grande’s hit tunes — perhaps we’ll start with her song “Makeup.”
Beauty
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