Ariana Grande has unveiled her latest R.E.M. Beauty collection, inspired by Wicked, achieving record-breaking figures within hours of its release.
The magical universe of ‘Wicked: For Good’ has found its way to the dressing table through Ariana Grande’s new R.E.M. Beauty collection, which debuted on 1 October and became an instant success. According to the brand’s CEO, André Branch, the collection reached one million dollars in sales just three hours after going live online.
“We exceeded last year’s results by 100% on rembeauty.com,” Branch revealed. The products then arrived at Ulta Beauty on 5 October and will launch at Sephora this Sunday. “We more than doubled 2024’s sales both on our site and on ulta.com,” he added.
The collection, paying tribute to the characters of Glinda and Elphaba — portrayed by Ariana Grande and Cynthia Erivo in the highly anticipated film — includes mascaras, palettes, sets and individual products for lips, eyes and face. With prices ranging from $20 to $65, each item reflects the film’s magical and dual aesthetic.
Since taking over as CEO five months ago, Branch has pursued a clear strategy: bringing the brand closer to the luxury beauty consumer while maintaining a connection with Grande’s fandom. “Seventy percent of our buyers are Gen Z, but not all come because of Ariana. Many already see us as a credible prestige beauty brand,” he explained.
The success of this launch — the brand’s second inspired by Wicked — reaffirms R.E.M. Beauty’s position as a label that bridges different audiences, from pop music fans to discerning beauty enthusiasts.
“We have products that we know are excellent and that people are eager to own,” Branch concluded. “That’s why we’re wherever they are — on TikTok, in Sephora, at Ulta, even on Amazon. It’s all about listening to the consumer and being present where it truly matters.”
