Ariana Grande is making a bold move in her entrepreneurial journey by buying back her cosmetics brand, R.e.m Beauty. Launched in November 2021, the vegan brand has garnered success and recognition in a short amount of time. Now, Grande has signed an agreement to acquire the assets of her company from Forma Brands, the licensee. Forma Brands had filed for Chapter 11 bankruptcy protection on January 13, allowing it to continue operations until a restructuring plan is approved.

The deal, valued at $15 million (€13.7 million), is pending approval by a Delaware court judge. It includes R.e.m Beauty’s physical assets and existing inventory. This acquisition comes at an opportune time as R.e.m Beauty is set to launch in Europe on February 13 through Sephora. The brand will be available in 81 European shops owned by LVMH group’s perfume chain, as well as thirteen Sephora e-shops.

Forma Brands has been responsible for the development, manufacturing, and marketing of Ariana Grande’s beauty products since 2020. R.e.m Beauty quickly gained popularity and became a top seller at Ulta Beauty in the first quarter of 2021. Forma Brands projected that R.e.m Beauty generated $84 million in sales in 2022. The company, known for nurturing young beauty brands like Morphe, Bad Habit, Lipstick Queen, and Playa Beauty, had expressed its intention to secure a definitive asset purchase agreement with some of its creditors during the Chapter 11 filing.

Ariana Grande’s decision to repurchase her brand highlights her unwavering dedication to her vision and passion for the beauty industry. Taking back control of R.e.m Beauty ensures that the brand stays true to its vegan and cruelty-free ethos. It also grants Grande greater creative control, ensuring that the brand aligns with her values and aesthetic.

The European launch of R.e.m Beauty through Sephora marks a significant milestone in the brand’s journey. Not only does it open doors to a new market, but it also enhances visibility and accessibility to a wider range of customers. With the support of LVMH, a renowned luxury goods conglomerate, R.e.m Beauty has the potential to leave a lasting impression on the European beauty industry.

Ariana Grande’s decision to repurchase her cosmetics brand not only demonstrates her determination to succeed in the beauty business but also showcases her entrepreneurial prowess. With her creativity, talent, and dedicated fan base, R.e.m Beauty is bound to thrive under her guidance. As Ariana continues to expand her brand and explore new opportunities, the possibilities are endless for her in the industry.

Useful links:
R.e.m Beauty Official Website
Sephora Official Website