Ariana Grande’s r.e.m. beauty secures investment led by Sandbridge Capital

By Julia Wray | Published: 23-May-2023

The Grammy-award winning singer bought the brand’s assets from struggling former owner Forma Brands earlier this year

Ariana Grande’s beauty brand r.e.m. beauty has announced new investors, led by private investment firm Sandbridge Capital. 

The investment also includes participation from Strand Equity and long term Grande collaborators HYBE America, Live Nation Entertainment and Universal Music Group.

r.e.m. beauty said it would use the undisclosed sum to optimise its potential via continued product innovation, talent acquisition and geographic expansion. 

r.e.m. beauty is available at and in Ulta Beauty stores in the US; Sephora across Europe; and Selfridges in the UK. 

The brand said it would continue to focus on its core markets, with further expansion plans to be announced

Founded by the Grammy award-winning singer in 2021, r.e.m. beauty specialises in ‘clean’ and vegan products aiming to empower self-expression, creativity and confidence. 

Bestsellers include its Lustrous Liquid Eyeshadows and Essential Drip Lip Oils.

“This has been a truly inspiring time for me as a founder, turning my passion for art, self-expression and make-up into reality and watching r.e.m. beauty find its wings, especially now during this new era for the brand,” said Grande. 

“I'm thrilled to have these amazing partners join us at this time, supporting our vision and expansion so that fans worldwide can continue to grow with us and enjoy our products. 

“This next chapter could not be more exciting, and I can't wait for everyone to see what is yet to come.” 

It has been a turbulent few months for the brand, following the bankruptcy of its former owner Forma Brands

Earlier this year, Grande bought r.e.m. beauty’s assets from Forma for an estimated US$15m and onboarded Murad and Smashbox veteran Michelle Shigemasa as CEO.

“I joined Ariana and r.e.m. beauty because I believe in both Ariana's overall vision and the brand's fundamental values, which will be at the core of everything we do,” said Shigemasa.

“This bespoke partnership with Ken Suslow and the Sandbridge team opens a world of opportunities for r.e.m. beauty to supercharge our growth through focused investment and further scale r.e.m. beauty’s already highly engaged audience of beauty enthusiasts.”

Suslow, Sandbridge Capital’s founder and Managing Partner, added: “r.e.m. beauty has earned the trust of the beauty community and consumers alike by creating an impressive best-in-class line of products inspired by Ariana's compelling mission driven brand vision.

 “We are thrilled to come together with Ariana and her stellar r.e.m. team in support of the brand’s strong growth trajectory through our global industry network and brand building expertise.”

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