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Ariana Grande
Ariana Grande, Positions (2020)

Here’s what we know about Ariana Grande’s rumoured make-up line rem beauty


TextAlex Peters

Mysterious billboards have appeared which many fans think are linked to an upcoming beauty brand from the singer

Over the last few days, mysterious billboards have appeared in Times Square bearing just three words: “r.e.m. coming soon”. The appearance of these billboards has caused a huge stir among Ariana Grande fans, who believe that the message is teasing the singer’s upcoming beauty brand. Not only is “R.E.M” the title of a song from her 2018 Sweetener album, but it is also the name of one of the seven fragrances from Grande’s perfume line. 

So what do we know so far about r.e.m. beauty? We know that the brand already has a website and an Instagram page. While both are currently blank, over 87K people are already following the Instagram account including, significantly, Grande’s mum and her make-up artist Ash K Holm. Close friend Doug Middlebrook also posted a selfie with the billboards on Instagram and tagged Grande, and while trademarks for r.e.m. beauty weren’t filed under Grande’s name, it was listed as Thunder Road Inc., a company for which she is the CEO. So I think it’s safe to say she is involved. 

While the billboards give no definite hints as to when exactly the brand might launch, Grande fans have some theories with several claiming that when the singer says “soon” it usually means 10 days or less. Others have claimed that there will be a store in New York, and there are also screenshots going around claiming there will be a launch event in London on September 17.

There’s as of yet no news on what the brand will release in terms of beauty products, but the r.e.m. trademark covers everything from lipstick and eyeshadow to hair extensions and make-up sponges. Back in June, it was reported that Grande had also trademarked the name ‘God Is A Woman’ for skincare and bodycare products. Time will tell if she is launching two separate brands or if that trademark will come to nothing like the 2019 ‘thank u, next’ beauty trademark. Grande did, however, launch a fragrance last month named ‘God Is a Woman’. 

In other celebrity beauty news, Harry Styles might be joining Grande (and Rosie Huntington-Whiteley, and Olivia Palermo, and Simi and Haze, and Cardi B, and Lil Yachty, and Halsey, and Lady Gaga, and Selena Gomez, and Jennifer Lopez, etc. etc.) by making his own foray into the beauty industry. Back in June, Styles’ name was listed on a new trademark filing for a “perfume and cosmetics” business named Pleased As Holdings Limited.

Fuel was then added to the fire when Emma Corrin, who shares stylist Harry Lambert with Styles, appeared on the cover of W Magazine yesterday. In the shoot, the actor has a black, white, and clear nail manicure which was attributed to “Simone Cummings for Pleasing at CLM”. Styles has previously been spotted wearing a “Pleasing” sweatshirt and carrying a “Pleasing” phone case. Watch this space.

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