The beauty industry is changing. It has recently embraced themed products, catering to fans who love to blend their passion for entertainment with their love of cosmetics. Celebrity backed skincare brands in particular. Ariana Grande’s R.E.M. Beauty is the latest such brand to take this concept to new heights with the launch of its ‘WICKED’ collection today, inspired by Grande’s portrayal of Glinda the Good Witch in the upcoming film adaptation of Wicked. This collection capitalises on the excitement surrounding the movie while offering innovative and magical products that cater to both makeup lovers and Wicked fans alike.
The WICKED collection showcases nine products that beautifully combine beauty innovation with the enchanting world of Oz. Among the standout items is the So Popular pH Adaptive Lip Oil, which transforms into a custom pink shade based on the wearer’s pH, adding a touch of personalisation that feels almost magical.
The Ozdust Eyeshadow Palette, with its 12 versatile shades, captures the vibrant tones of both Glinda and Elphaba, allowing users to play with shimmering pinks or deep greens inspired by the film’s aesthetic. Other products, such as the Galinda Glow Drops, a hydrating serum packed with luminous pigments, and lip stains in rich floral hues, further immerse users in the world of Oz.
I’m so excited to introduce our r.e.m. beauty Wicked collection! This is the most exciting drop of the year for us. It holds such a special place in my heart. Wicked has always been my favorite thing in the whole entire world, and more than ever after living it.
This collection is so beautiful and thoughtful, I cannot wait for you to see not only these products and how magical they are, but also this packaging is some of my favorite we’ve ever had. I’m just so excited about it and I hope you really love it. – Ariana Grande
The packaging itself is a nod to the Wicked universe, featuring whimsical details like Glinda’s wand as a lip oil applicator and designs inspired by the original Wizard of Oz book illustrations. Ariana herself has emphasised how deeply involved she was in the design, blending her love for the story with the transformative power of makeup. From shimmering liquid eyeshadows to adaptive lip stains, this collection blends nostalgia with beauty innovation in a way that is bound to captivate consumers.
The “WICKED” Collection
| Product Name | Description | Inspired By |
|---|---|---|
| Ozdust Eyeshadow Palette | A 12-shade eyeshadow palette with a mix of finishes, including shimmers, mattes, and satins. Colors range from soft neutrals to cool pinks and greens. | The magical world of Oz |
| Galinda’s Gloss | A shimmering lip oil with a sheer pink tint and a nourishing formula. | Glinda the Good Witch |
| Glinda’s Robe Highlighter | A pearlescent highlighter for a radiant glow. | Glinda’s shimmering gown |
| Elphaba’s Potion Liner | A long-wearing, smudge-proof liquid eyeliner in a deep emerald green shade. | Elphaba the Wicked Witch |
| Wicked is More Than Black Mascara | A volumizing and lengthening mascara in a classic black shade. | The complexity of the characters in Wicked |
| Wicked Treats Lip Stain (2 Shades) | Two long-lasting lip stains in a pink and a berry shade. | The delicious treats found in Oz |
| Prep + Prime Universal Hydrating Mist | A hydrating face mist that preps and primes the skin for makeup application. | The magical transformation that takes place in Oz |
| Moonlight Glow Drops | A liquid highlighter with a pearlescent finish for a buildable, luminous glow. | The magical moonlight of Oz |
The Background Story
Ariana Grande launched her beauty brand, R.E.M. Beauty, in 2021, aiming to bring her distinct style and vision to the cosmetics world. The brand’s name, inspired by her song “R.E.M.”, reflects Grande’s fascination with dreams and the subconscious, a theme woven into both the product designs and marketing. From its inception, R.E.M. Beauty has focused on creating innovative and high-performance products, with its initial launches including items like volumising mascaras, high-shine lip glosses, and versatile eyeshadows. These products were designed not only to enhance natural beauty but also to offer Grande’s fans a way to connect with her signature makeup looks, which are often bold and transformative.
R.E.M. Beauty is notable for its focus on inclusivity and experimentation, offering a wide range of shades and formulas that cater to various skin tones and preferences. With a sleek, futuristic aesthetic, the brand stands out for its innovation, such as pH-adaptive lip oils and colour-changing lipsticks, seen in the WICKED collection. Ariana Grande’s hands-on involvement in the creative process ensures that the brand remains aligned with her artistic persona, blending her passion for beauty with her evolving roles in music, film, and theatre. As the brand grows, it continues to push the boundaries of traditional cosmetics by combining beauty with storytelling, appealing to a diverse audience of beauty enthusiasts and Grande’s global fanbase.
Ariana Grande’s R.E.M. Beauty vs Similar Skincare Brands
| Feature | R.E.M. Beauty | Fenty Beauty | Too Faced |
|---|---|---|---|
| Celebrity Founder | Ariana Grande | Rihanna | Jerrod Blandino |
| Product Line | Eyeshadow, blush, highlighter, lipstick, eyeliner, mascara, setting powder, brushes | Foundation, concealer, powder, blush, highlighter, contour, bronzer, eyeshadow, eyeliner, mascara, lipstick, lip liner | Eyeshadow, blush, highlighter, bronzer, contour, lipstick, lip liner, mascara, eyeliner, setting powder, primers |
| Price Point | Mid-range | Mid-range to high-end | Mid-range |
| Target Audience | Young adults, makeup enthusiasts | Diverse range of consumers | Makeup enthusiasts, particularly those interested in bold and colorful makeup |
| Focus | Vibrant colors, playful packaging, and inclusive beauty | Inclusivity, innovative formulas, and high-quality products | Glamorous and playful makeup with a focus on bold colors and glitter |
A Pop Culture & Beauty Power Move
This collection is not just about makeup; it’s a clever cross-pollination of pop culture and cosmetics, leveraging Grande’s iconic role as Glinda in Wicked to captivate both beauty enthusiasts and Wicked fans. By blending these two worlds, R.E.M. Beauty taps into a broader audience, reaching not just traditional makeup consumers but also those who are deeply connected to the Wicked narrative. This reflects a growing trend in the beauty industry where themed collections, like Fenty Beauty’s The Little Mermaid or ColourPop’s Avatar lines, cater to niche fanbases and pop culture lovers, offering them a new way to engage with their favourite stories.
The WICKED collection’s thoughtful design, with magical elements like pH-adaptive lip oils and shades reflecting the essence of Oz, positions R.E.M. Beauty as a brand that goes beyond cosmetics. It bridges the gap between entertainment and beauty, offering fans an immersive experience that merges Ariana Grande’s influence in both music and film with innovative product development. This strategic blend of cultural relevance and innovative beauty products further cements R.E.M.’s role as a forward-thinking brand. The sky is the limit.
