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It's Ariana Grande's turn to get into the beauty business. Well, the makeup business—she already has a best-selling fragrance brand. R.E.M. Beauty, Grande's makeup line, will be debuting this fall. The superstar gave an interview to Allure where she spilled all the details on what we can expect from R.E.M., and why she thinks the celebrity beauty space has room for one more.
Grande is launching makeup in collaboration with Forma Brands, a beauty incubator from Morphe. According to Allure, R.E.M. will launch with a series of drops, the first being all about eyes. “They’re our main storytellers and sources of communication,” Grande tells the magazine. “I feel like you can emote more with your eyes than you can articulate sometimes.”
Fans can expect liquid eyeliner markers to help create Grande's signature cat-eye, matte liquid eyeshadows (another Grande signature), and a mascara. There will also be lipsticks and plumping gloss-stains that are meant to seriously tingle. False eyelashes are coming soon, too.
Like many of Grande's music videos, R.E.M. Beauty's teaser video features a retro-futuristic aesthetic. The singer is shown upside-down with her head inside an old black-and-white TV box set. “I’ve always sort of gravitated towards the ‘50s and ‘60s and ‘70s for glamour references,” Grande tells Allure. “I’ve always pictured myself in a different time period. I’ve always wanted to wear that makeup, wear that hair, wear those outfits, be those performers.”
Why the name R.E.M. Beauty? For starters, it's a popular song from her album Sweetener. It also sounds like Grande's nickname Ari. What's more, she recently launched an eau de parfum called R.E.M. at Ulta Beauty. And finally, it's the abbreviation for rapid eye movement, the deepest state of sleep. The brand's tagline? Where beauty dreams become reality. Makes sense.
No word yet on the exact launch date, prices, or product names, but we'll update this post when we know more.
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