Launched: 2021
Founder: Ariana Grande, Brand Founder
Key Executives: Michelle Shigemasa, CEO
2024 Full Year Expected Revenue Range: $30M-$50M, according to industry estimates.
Offline points of distribution globally projected for 2024? 2,000 doors Ulta Beauty shoppers, Sephora EU / UK, Boots
Primary Category: Color Cosmetics / Makeup
Other Categories:
Key Markets:
Retail Partnerships:
Primary Distribution Channel: Prestige
Other Distribution Channels:
Funding Rounds: Self-Funded / None
"r.e.m.\ noun" is the phase of sleep during which your most creative, limitless and vivid dreams occur. It was founded by Ariana Grande and her vision of paving the way for the next generation of efficacious, ethical, thoughtful products that help people everywhere make their beauty dreams come to life—without compromise. We are PETA certified cruelty free, 100% vegan, and never test our products on animals … only very happy human volunteers. We source performance-driven ingredients and packaging to give you real, visible results.
Insight shared by: Michelle Shigemasa, CEO
What are your key business initiatives for 2024?
What are you most proud of having accomplished?
In the 12 short months we took the helm at r.e.m. beauty, we’ve built a world-class organization that is committed to our mission. We’ve reached “viral” status with two new product launches (Sweetener Foundation and Hypernova Blush) that have delighted consumers around the world. We’ve leaned into our community with marquee pop-up experiences around the world and have engaged deeply with our r.e.m. flight crew (brand ambassadors / influencers). We’ve stayed true to our core values of inclusivity and accessibility with shade ranges for all (60 foundation shades!), accessible price positioning, and opened new retail channels to support demand for our products across the globe.
What has been the biggest surprise?
We've seen significant overperformance in all our products with skincare actives, like our Sweetener Foundation. The multitasking benefits simplify routines, and most importantly, they add value to our customers.
What fuels your competitive advantage?
Conscious, cruelty-free, and vegan performance-driven innovation that delivers. Ariana’s fierce creative instincts and passion behind the brand.
Please share your insight on the future of the beauty industry.
The purpose is the soul of the brand that not only makes a positive impact on the world, but also a deeper connection with consumers. Consumers are voting with their wallets for brands that align with their values.
What is the best piece of advice you’ve been given?
Always prioritize your purpose and put your consumer at the heart of everything you do and success will follow, and remember in stressful times, “it’s just lipstick”!
What’s the best mistake you’ve ever made?
Hiring someone who doesn’t have empathy. No matter how smart or qualified they are, at the end of the day, they won’t contribute to a strong culture.
Paying it forward, what advice would you give someone contemplating launching a beauty brand?
Always prioritize your purpose and put your consumer at the heart of everything you do and success will follow.
If you could change one thing in the beauty industry what would it be?
More equal representation of women in the C-suite.
