Photo features Ariana Grande on a blue sky and clouds background. Is the singer about to launch R.E.M., her new beauty brand?
Who's ready for Ariana Granda to launch her new beauty brand? | Kevin Mazur/Getty; photo illustration by Eileen W. Cho for LIVEKINDLY

Ariana Grande Is About to Launch a Vegan Beauty Brand

Ariana Grande confirmed the upcoming launch of her beauty brand, r.e.m. beauty, but has yet to announce when it will debut.

(Updated September 10, 2021) | Ariana Grande confirmed the launch of her beauty brand. Though the songstress has yet to reveal exactly when her latest venture will be released, she did share that it is called r.e.m. beauty. Considering Grande is passionate about animal welfare, it’s likely that the upcoming range will be cruelty-free and vegan.

In an interview with Allure, the Grammy winner, who is the magazine’s October 2021 covergirl, noted she’s been working on her brand for two years. It’s slated to make its debut in a series of upcoming “drops”, and include items such as fine-point eyeliner markers and lip glosses. 

The first drop is all about eyes, which Grande muses are “our main gateways to our dreams, our emotions, our everything.” It will consist of those aforementioned eyeliner markers, liquid eyeshadows in a variety of matte hues, glittering toppers that some sparkle to your look, and at least one mascara. 

Additional products, likely to be released at a later date, include “lipsticks that feel like butter” and lip glosses that tingle as they are applied and are best described as long-lasting dewy lip stains. According to Grande, the latter was inspired by DuWop’s Lip Venom, which was (and still is) a leader in the lip-plumping category.

Grande’s “tightly edited line of cosmetics” consists of items that match her own desires and taste. Case in point: The “God Is a Woman” singer will also release a range of lashes in a forthcoming drop designed with a feline aesthetic in mind after she spent years cutting up other lash strips to achieve the look on her own.

Celebrities embrace cruelty-free beauty

Grande is not the first celebrity to venture into the world of the cruelty-free beauty industry. Earlier this month, Forbes announced that Rihanna is now officially a billionaire, thanks in part to her successful Fenty Beauty brand, which also features vegan perfume.

Vanessa Hudgens and Madison Beer launched Know Beauty back in June, while Kylie Jenner’s Kylie Cosmetics has now rebranded to be 100 percent “clean” and vegan. Other vegan cosmetic brands have been founded by Lauren Conrad, Millie Bobby Brown, Kesha, Drew Barrymore, and Selena Gomez.

Excited about Ariana Grande’s new beauty brand? For more celebrity beauty labels, check out LIVEKINDLY’s complete guide here.