R.e.m. Beauty
R.e.m. Beauty is a Los Angeles-based vegan and cruelty-free makeup brand founded by Ariana Grande in 2021, selling a full range of eyes, lips, and face cosmetics directly to consumers via its e-commerce site and Ulta Beauty retail.
- Company typePrivate
- Founded2021
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What R.e.m. Beauty does
R.e.m. Beauty is a Los Angeles-based, privately held vegan and cruelty-free makeup brand founded in 2021 by pop artist Ariana Grande. The company sells a comprehensive cosmetics portfolio spanning eyes (eyeshadows, eyeliners, mascaras, brow products, lashes), lips (glossy balms, plumping glosses, lip oils, lip stains, lipsticks), and face (blushes, bronzers, concealers, foundations, highlighters, primers), with skincare-infused formulations using ingredients such as hyaluronic acid, peptides, vitamin E, botanical retinol, and Tahitian microalgae. The product line includes standalone items, curated bundles, and entertainment-tied collaborations such as the R.E.M. Beauty x Wicked collection developed with Universal City Studios.
The company operates a direct-to-consumer e-commerce storefront (rembeauty.com) as its primary channel, complemented by physical retail distribution at Ulta Beauty — including dedicated themed in-store sections for collaboration drops — and serves markets in North America, the UK, and Europe. Pricing is unit-based across SKUs ranging from approximately $10 (mini mascara) to $63 (signature trio sets), with most core products in the $17–$30 band. Free shipping is offered on orders $50+ and free gifts with purchase on orders $70+.
In May 2023, R.e.m. Beauty closed a strategic investment round led by Sandbridge Capital with participation from Strand Equity, alongside entertainment-industry collaborators HYBE America, Live Nation Entertainment, and Universal Music Group. The capital is being deployed to consolidate core markets, expand global distribution, and enhance retail and operational capacity. The company employs 11–50 people and is led by Founder and Owner Ariana Grande, CEO Andre Branch, and CFO/COO Carter Hammond.
R.e.m. Beauty firmographics
Firmographics- Name
- R.e.m. Beauty
- Legal name
- R.E.M. Beauty
- Website
- https://rembeauty.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- R.e.m. Beauty is a Los Angeles-based vegan and cruelty-free makeup brand founded by Ariana Grande in 2021, selling a full range of eyes, lips, and face cosmetics directly to consumers via its e-commerce site and Ulta Beauty retail.
- Ownership category
- akta.pro rank
R.e.m. Beauty industry classification
Industry- Product category
- Color Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)
- akta.pro secondary industries
- Beauty & Personal Care Omnichannel (CRAFAEAB), Beauty & Personal Care Online Retailers (CRAFADAC), Natural & Clean Fragrance (CRABADAG)
Keywords
Where R.e.m. Beauty is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
R.e.m. Beauty business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Direct Product Sales: One-time purchase model for makeup and beauty products sold directly to consumers through e-commerce website and retail partners including Ulta Beauty.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual makeup products |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels8 records
R.e.m. Beauty product offering
Product offeringCore offering
R.e.m. Beauty is a Los Angeles-based, vegan and cruelty-free color cosmetics brand founded by Ariana Grande that formulates, manufactures, and sells a comprehensive line of makeup products across eyes, lips, face, and brow categories. The brand sells directly to consumers through its own e-commerce storefront and through retail partners including Ulta Beauty, with seasonal entertainment-licensed collaborations such as the Wicked film collection.
Product overview
R.e.m. Beauty is a vegan and cruelty-free makeup brand founded by Ariana Grande, operating as a direct-to-consumer e-commerce business built on Shopify. The company offers a comprehensive portfolio of makeup products organized across three core categories: eyes (eyeshadows, eyeliners, mascaras, brow products, lashes), lips (glossy balms, plumping glosses, lip oils, lip stains, lip liners, lipsticks, lip balms), and face (blushes, bronzers, concealers, foundations, highlighters, primers). The product line includes both standalone products like the award-winning Flourishing Lengthening Mascara and Space Shape Brow Pencil, as well as curated bundles and sets. The brand has launched a significant collaboration with the Wicked film franchise, producing themed makeup collections including eyeshadow palettes, lip products, eyeliners, and face products inspired by the film's characters. The products feature skincare-infused formulas with ingredients like hyaluronic acid, vitamin E, botanical extracts, and peptide complexes. Distribution includes the brand's own e-commerce platform and retail partners such as Ulta Beauty.
Differentiator
Problem solved
Functional benefit
Products and services
- Starlet Lustrous Liquid Eyeshadow Liquid-gel hybrid eyeshadow delivering multi-dimensional shimmer with waterproof, longwearing finish and vitamin E antioxidant care.
- Starlet Matte Liquid Eyeshadow
Quantifiable outcome
- 97% of users said starlet liquid eyeshadow is buildable (independent study with 30 participants)
- +2 more outcomes
Companies that use R.e.m. Beauty
Customer profileSegments1 record
Ideal customer profiles1 record
R.e.m. Beauty technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
R.e.m. Beauty partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered flagship and core.
- HYBE AmericaflagshipEntertainment and music company collaborating with r.e.m. beauty as part of strategic investment to support brand activation and global expansion.
- Live Nation EntertainmentflagshipLive entertainment company collaborating as strategic partner to support brand exposure through entertainment channels and events.
- Universal Music GroupflagshipMusic and entertainment conglomerate collaborating to leverage entertainment relationships for brand growth and cultural relevance.
- Universal City Studios LLCflagshipWicked movie franchise collaboration creating themed beauty collections including Emerald City Metallic Eyeliner Set, Ozian Forest Eyeshadow Palette, and character-inspired lip products.
- Ulta BeautycoreMajor retail partner carrying r.e.m. beauty products including Wicked collection in dedicated themed sections.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
R.e.m. Beauty competitors and assessment
Company assessmentDirect peers
- Fenty Beauty: Rihanna-founded color cosmetics brand with broad SKU range across face, eye, lip, body, and fragrance. Direct competitor in celebrity color cosmetics with omnichannel distribution through Sephora and direct-to-consumer; similar high-impact, inclusive shade-range positioning.
- KVD Beauty: Kat Von D-founded vegan and cruelty-free color cosmetics brand with high-pigment lip, eye, and face products. Direct peer in vegan/cruelty-free positioning and tattoo-artist-influenced product aesthetics, sold through Sephora and DTC.
- Rare Beauty: Selena Gomez-founded color cosmetics and skincare brand sold DTC and at Sephora. Closest direct peer: celebrity-founded, vegan/cruelty-free positioning, lip/cheek/eye hero SKUs, social-first GTM targeting Gen Z and Millennial women.
- Florence by Mills: Millie Bobby Brown-founded Gen Z-targeted clean color cosmetics and skincare brand. Direct peer in celebrity-founded, clean beauty positioning with social-first marketing and young-consumer demographic overlap.
- Haus Labs by Lady Gaga: Lady Gaga-founded clean color cosmetics brand relaunched via Amazon and Sephora. Direct peer in celebrity-founded, clean/vegan color cosmetics with emphasis on skincare-infused formulas and high-pigment performance.
- About-Face:
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
R.e.m. Beauty social profiles
Digital presenceR.e.m. Beauty financial estimates
Financial estimateRevenue estimate
Valuation estimate
R.e.m. Beauty leadership team
Management profileNumber of profiles
Profiles3 records
R.e.m. Beauty funding detail
Funding detailFunding overview
Funding rounds1 record
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
R.e.m. Beauty M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about R.e.m. Beauty
What does R.e.m. Beauty do?
R.e.m. Beauty is a Los Angeles-based, vegan and cruelty-free color cosmetics brand founded by Ariana Grande that formulates, manufactures, and sells a comprehensive line of makeup products across eyes, lips, face, and brow categories. The brand sells directly to consumers through its own e-commerce storefront and through retail partners including Ulta Beauty, with seasonal entertainment-licensed collaborations such as the Wicked film collection.
Is R.e.m. Beauty a public or private company?
R.e.m. Beauty is a private company. It is classified as venture growth investor backed and is currently operating.
When was R.e.m. Beauty founded?
R.e.m. Beauty was founded in 2021. It employs 11 to 50 people.
Where is R.e.m. Beauty based?
R.e.m. Beauty is headquartered in Los Angeles, United States, in the North America region.
How does R.e.m. Beauty make money?
One revenue line is on record: direct Product Sales.
Who are R.e.m. Beauty's main competitors?
Direct peers on record are Fenty Beauty, KVD Beauty, Rare Beauty, Florence by Mills, Haus Labs by Lady Gaga and About-Face.
Does R.e.m. Beauty have an API?
No public API is recorded for R.e.m. Beauty.
What industry is R.e.m. Beauty in?
R.e.m. Beauty's product category is Color Cosmetics. Its primary akta.pro industry code is CRABACAJ, Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics), with a secondary code of CRAFAEAB, Beauty & Personal Care Omnichannel. Its NAICS code is 456120 and its SIC code is 2844.