Behind the brand: Ariana Grande releases new make-up line R.E.M. Beauty

By Sarah Parsons | Published: 10-Nov-2021
Marketing

The Thank U, Next singer is the latest celebrity to venture into the world of beauty, but how involved was she?

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Following in the footsteps of fellow singers Selena Gomez, Rihanna and Lady Gaga, Ariana Grande is the latest pop star to venture into the make-up industry.

The 'Thank U, Next' singer first teamed up with manufacturer Luxe Brands to launch a line fragrances in 2015, but her new venture R.E.M. Beauty is Grande's debut colour cosmetics brand.

The brand has been developed in

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