August 26, 2021
From Live Kindly

It appears Ariana Grande is finally about to launch a beauty brand. And considering the singer is passionate about animal welfare, it’s likely it will be cruelty-free and vegan.

The Grammy-Award-winning pop star already has several fragrances named after hit singles such as God Is a Woman, Thank U Next, and R.E.M. But rumors have persisted that she is looking to launch additional products through a new beauty brand.

Grande’s company, Thunder Road Inc, filed a trademark for a number of skincare products earlier this year such as concealers, lip oils, face mists, lip gloss, serums, brow gels, hair extensions, and more. Specific product names registered for trademark include Interstellar Highlighter Topper, At The Border Line Kohl Eyeliner Pencil, and a Flourishing Lengthening Mascara.

Ariana Grande’s beauty brand

An ongoing teaser campaign indicates that a beauty brand, also called R.E.M., could be coming soon. It’s likely that the new beauty products will be released under this brand.

The fan-run Twitter account Ariana Grande HQ Tweeted photos of an R.E.M. beauty Times Square billboard on Monday of this week. Meanwhile, Grande’s friend Doug Middlebrook posed next to one for an Instagram story—even tagging Grande in the picture.

The multitalented artist has yet to confirm the launch, but a matching R.E.M. Beauty website and Instagram have recently appeared online. The latter already has 120 thousand followers (including Grande’s mom Joan and her go-to makeup artist Ash K Holm).

While the details of R.E.M. beauty products remain to be seen, it’s extremely likely that the range will be cruelty-free and vegan. Grande herself has been vegan for more than eight years, and even launched an animal rescue in L.A.

Celebrities embrace cruelty-free beauty

Grande is not the first celebrity to venture into the world of the cruelty-free beauty industry. Earlier this month, Forbes announced that Rihanna is now officially a billionaire, thanks in part to her successful Fenty Beauty brand, which also features vegan perfume.

Vanessa Hudgens and Madison Beer launched Know Beauty back in June, while Kylie Jenner’s Kylie Cosmetics has now rebranded to be 100 percent “clean” and vegan. Other vegan cosmetic brands have been founded by Lauren Conrad, Millie Bobby Brown, Kesha, Drew Barrymore, and Selena Gomez.
For more celebrity beauty labels, check out LIVEKINDLY’s complete guide here.

Liam writes about environmental and social sustainability and the protection of animals. He has a BA Hons in English Literature and Film.