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It’s really surreal having an intimate group Zoom meeting with an A-list celebrity likeAriana Grande.
Courtesy of brand
It’s even more surreal when that celebrity busts out into a Jennifer Coolidge impression mid-makeup swatch.
Chapter One, of her new cosmetics brand,r.e.m.
As you’ve probably already gathered from some of itspreview photos, r.e.m.
Gabi Thorne/Allure
And yes, she knows she’s not by any means the first celebrity tolaunch a makeup brand.
“I don’t ever want to just jump into something that is popular, or whatever.
It has to feel super intentional and fueled by passion,” Grande says during the meeting.
She insists that r.e.m.
“feels so honest and so true to me and my life.”
Eye makeup, the primary focus of r.e.m.
Seriously, I took a hot, 15-minute shower wearing it and came out with entire wings still intact.
One firm swipe makes the soft gel formula melt into the skin with full-color payoff.
it’s possible for you to blend it before it dries down if you’re quick.
And much to my delight they wae everything I think liquid eye shadows should be.
All the basics are covered with a splash of colorful standouts.
“This one has just the right amount of sparkle.
It’s very noticeable but not quite at an over-the-top level for me.”
More importantly, she adds, it never becomes patchy, thanks to its really fluid texture.
But don’t worry.
Gabi Thorne/Allure
When it comes to r.e.m.
beauty’sFlourishing Lengthening and Volumizing Mascaras ($15), they’re not like other girls.
The Lengthening Mascara, pictured below, sadly didn’t come in my r.e.m.
Says Han: “I’ve never seen an applicator shaped quite like this one.”
Han couldn’t agree more.
“I was left with fluttery, perfectly separated lashes the latter being an especially rare feat.”
Gabi Thorne/Allure
(When Grande cheekily revealed this name in our meeting, I cackled out loud.
Great, dirty minds think alike!)
After hearing her feedback on the lashes, I’ll have to give them a go.
“It’s nice and flexible so you might easily form it to the contours of your eyes.
In literally two minutes I could apply these lashes, which never happens.”
“Utmost Importance is just the perfect, clear topcoat.
It’s so ’90s and it has the yummiest warm vanilla scent,” she explains.
“It’s its own separate thing because that’s how imperative it is for the lip.”
(Grande says she’s “obsessed” with it.)
That wide color range was very intentional on Grande’s part.
“it’s possible for you to really use them anywhere.”
Just like the eyeliners, these beautifully engraved powders are pressed somewhat lightly for a complexion product.
They crumble and melt to the touch, hence their high-impact color payoff.
has one of the clearest visions I have witnessed in a celeb-founded brand.
Each product the brand has revealed is packed with pigment, versatile, and can last all day long.
Nicola wears r.e.m, beauty Midnight Shadows Eye Shadow Palette in Babydoll, On the Borderline Kohl Eyeliner Pencil in So Mod, On the Borderline Eyeliner Marker in Midnight Black, Flourishing Lengthening Mascara in Midnight Black, On Your Collar Matte Lipstick in Bubbly, and Interstellar Highlighter Topper in Miss Mercury.
In other words: Just like Grande, r.e.m.
beauty has The Range.
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Sarah Han/Allure
