08.26.21
She sees it, she likes it, she wants it, she’s got it.
Pop megastar Ariana Grande is on track to joining the bandwagon of celebrities building their own beauty empire.
This week, new Instagram page, “R.E.M. Beauty,” garnered the attention of the 28-year-old songstress’s social media followers. Named for the song off her 2018 album “Sweetener,” R.E.M. is also among the Grammy-winning singer’s slate of high-grossing fragrances christened after her hit songs currently sold at Ulta Beauty and strategically packaged. (The perfume bottle for “Thank U, Next” is designed after a broken heart; “Moonlight” is in the shape of a crystallized moon.)
R.E.M. Beauty’s verified Instagram page has over 125,000 followers to date with a sole post of a brief video teasing a blank Times Square billboard with the words “r.e.m. coming soon” inked in black lettering. Many fans have responded with “OMG” and “I can’t wait” in the comments. The word “loading…” reads above a link to the R.E.M. Beauty website, which is currently under construction.
Grande’s company, Thunder Road, Inc., filed a trademark application for R.E.M. Beauty nearly six months ago with the United States Patent and Trademark Office. Trademark applications were also filed for specific product names, such as At The Borderline Eyeliner and Flourishing Volumizing Mascara.