R.E.M. Beauty — Ariana Grande’s New Beauty Brand

Pop superstar Ariana Grande is on target to join the fleeting trend of famous people building their own cosmetics brands.

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A post shared by Ariana Grande (@arianagrande)

Ariana’s beauty brand pre-launch campaign has started a couple of days back with Billboards in Times square, posters all over NY, and a single video post on the brand’s official page on Instagram. R.E.M. Beauty’s website is obviously not ready yet, since the only action visitors can take is to sign up to receive the news for the official launch before anyone else does.

This week, a new Instagram page, “R.E.M. Beauty,” collected the consideration of the 28-year-old songstress’ social media fans. Named after the melody of her 2018 album “Sweetener,” R.E.M. is additionally among the Grammy-winning vocalist’s record of high-netting fragrances dedicated after her hit melodies right now sold at Ulta Beauty and deliberately packaged. The fragrance bottle for “Thank U, Next” is shaped after a broken heart; “Moonlight” looks like a crystal moon.

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A post shared by @r.e.m.beauty

R.E.M. Beauty’s verified Instagram page has more than 125,000 supporters to date, with a sole post of a short video prodding an empty Times Square board with the words “r.e.m. coming soon” inked in black, stencil-like graffiti lettering. Many fans have reacted with “OMG” and “I can hardly wait” with their comments.

Grande’s organization, Thunder Road, Inc., filed a brand name application for the trademark R.E.M. Beauty almost a half year prior with the United States Patent and Trademark Office. Trademark applications were additionally petitioned for particular product names, for example, At The Borderline Eyeliner and Flourishing Volumizing Mascara.