On Friday, pop celebrity and long-term vegan Ariana Grande will deliver her first vegan makeup brand, r.e.m beauty. Grande conveys her unique mod ’50s and ’60s aesthetic with an intergalactic twist, for several years in partnership with incubator Forma Brands.

“I began quietly working on this two years ago while on tour and I’m beyond excited to finally tell you a bit about it and for it to become yours this fall,” Grande announced on social media.

The line will be delivered in curated drops with the first launch (named “chapter 1: ultraviolet”) focused on eyes.

“They’re our main storytellers and sources of communication,” Grande told Allure in an exclusive interview. “I feel like you can emote more with your eyes than you can articulate sometimes.”

Ariana Grande’s vegan makeup adventures 

Grande grew up eating very few animal products and officially announced her veganism on Twitter in 2013.  

The new r.e.m cosmetics line is joining Grande’s flourishing perfume business.

The star started delivering fragrances in 2015, beginning with the eponymously named Ari by Ariana Grande—a fragrance that included notes of pear, pink grapefruit, and marshmallow.

Working with Florida-based Luxe Brands, the artist has since delivered extra aromas inspired by her albums, melodies, and interests. 


In July, Grande delivered her newest perfume God Is A Woman, which again draws motivation from her 2018 hit single. 

The vegan perfume is made with 91-percent naturally derived ingredients and is now available at ULTA beauty stores nationwide.

Ariana Grande also helps save animals with Orange Twins Rescue, an animal shelter and rescue organization she opened last year in Los Angeles.  

Celebrity vegan makeup brands

A big number of celebrities have as of late dispatched vegan cosmetics lines, including Halsey. Grammy Award-nominated artist launched vegan makeup brand about-face, which was in development for an incredible 12 years. 


Selena Gomez also launched the vegan beauty brand Rare Beauty at Sephora. The brand plans to feature inclusivity, natural beauty, and cultivate mental health.

Uncommon Beauty gives a part of its deals to the Rare Impact Fund, which Gomez put forward up determined to raise $100 million throughout the following 10 years to assist increase access to mental health resources. 

Australian rapper Iggy Azalea just got into vegan cosmetics, as well, with the dispatch of her Totally Plastic Collection at ULTA. 

Grande concedes that the cosmetics business is becoming “crowded” with brands made by celebrities yet that reality is definitely not something bad. “I wear my friends’ cosmetics too, actually like I pay attention to their music,”


Grande told Allure. “I wear my peers’ makeup as well, just like I listen to their music,” Grande told Allure. “I’m not going to say, ‘Oh, there’s too many female artists.’ I love and I’m a huge fan of my peers that do both, and I think that it’s just another way to tell stories.

Because you can never have enough makeup, just like you can never have enough music.”