Ariana Grande is propelling R.e.m. Beauty forward with a new CEO and a promise of greater inclusivity, creativity, and launches that celebrate authenticity.
R.e.m. Beauty, the cosmetics brand founded by Grammy-winning and Oscar-nominated artist Ariana Grande, has announced the appointment of André Branch as its new CEO. With an impressive background at companies such as L’Oréal, Estée Lauder, and MAC Cosmetics, Branch joins the brand with the aim of solidifying its exponential growth and enhancing its presence in the prestige beauty space.
“André has been an incredible gift and a cosmic collision for R.e.m. Beauty,” Grande told WWD exclusively. “He shares our mission and deeply believes in our products, as does the entire team we’ve built with so much love.”
Branch, whose career spans industries including food, beverages, vitamins, and luxury, emphasised that Ariana’s vision closely aligns with his own values: “She wants R.e.m. to be a platform for self-expression, diversity, and inclusion. Together—with her creative vision and my operational experience—we can bring tremendous value to both consumers and the beauty category.”
Since its debut in 2021, R.e.m. Beauty—available at Ulta Beauty and Target—has stood as a statement of creative freedom. “We want everyone to feel celebrated in their own skin, without conforming to standards or trends,” said Grande.
As for her must-have products, the singer admitted to being addicted to the plumping lip glosses, hinting at an upcoming release related to them. She also uses the Sweetener foundation and concealer daily—both formulated with active skincare ingredients. Her secret to all-day-perfect lips? The lip marker, “my favourite thing in the world.”
Finally, Grande teased more to come: “There may be a second instalment of a collection that recently sold out… and we’re working on reintroducing a powder eyeshadow palette into our core collection in a very special way.”
