The famous singer Ariana Grande decided in 2021 that the world of music and acting were small and gave way to the world of beauty. In November of that year she brought to light her own brand of vegan cosmetics, R.e.m Beauty. Currently she is focused on its development, taking out new collections every few times. The last one, because of Valentine’s Day, was inspired by Thank u, next. She is also very involved in her performance as the good witch in the musical film Wicked.
At first the brand was hers but this launch was possible thanks to the company Forma Brands, known for owning the brand Morphe Cosmetics, who took over R.e.m. This company was responsible for the development, manufacture and marketing of the products. Since its launch, the line of makeup and facial care products has only succeeded. It is composed of a variety of eyeshadows, both liquid and powder, glosses, liquid lipstick and bar, blush… More than one of these products has already gone viral in TikTok, ending its stock on numerous occasions.
It first came out in the United States, where Ulta Beauty earned $2.3 billion in sales in the first quarter of 2022. Later, seeing its success, it spread to a lot of countries. Last summer it arrived in the UK and in this month of February it is expected to arrive in Spain through Sephora stores.
At the beginning of January Forma Brands declared bankruptcy so the contract with Grande was ended. The cosmetics company even though it has the support of great celebrities like James Charles, Jeffree Star and Ariana herself has not managed to do anything for its income. Even so it has announced that it will give 33 million dollars to help operations that were already started.
God is a Woman’s interpreter has had to take back ownership of her products. She has purchased the assets and inventory of her makeup line for 15 million dollars so that it could continue to be at stores. The United States Bankruptcy Court for the District of Delaware has yet to approve this agreement between the brand and the singer, according to Bloomberg.
It is expected that in a short time this purchase is fixed and that this will not affect the worldwide expansion of R.e.m Beauty.