Ariana Grande’s foray into the beauty industry with r.e.m. Beauty continues to generate buzz, particularly around her Midnight Shadows Eyeshadow Palettes. The palettes, launched in late 2021, have been gaining traction not just for their association with the pop star, but also for their formula and accessibility.
The initial offering included three palettes, with “Babydoll” – a neutral shade range – quickly becoming a popular choice. The appeal, according to reviews, lies in a combination of affordability and performance. Priced at $24, the palettes offer six eyeshadow shades, a mix of matte and metallic finishes, packaged in a compact 1×1” mirrored case.
What sets r.e.m. Beauty apart, Grande aimed for a proprietary, talc-free formula. This focus on texture is a key differentiator, with the brand emphasizing a creamy application that adheres evenly to the lids without tugging or fallout. Testing by the brand itself reportedly supports these claims, with 100% of over 25 testers confirming intense yet buildable application without patchiness, and 93% attesting to smooth blending. Independent reviews largely corroborate these findings.
The “Babydoll” palette, specifically, has been praised for its versatility. Reviewers have noted its ability to create both subtle daytime looks and more dramatic evening styles through layering and blending. Shades like “Sweetheart” (a champagne pink matte), “Sun Baby” (a metallic golden peach), and “Boca Mocha” (a rich brown) offer a nuanced mix of warmth, depth, and femininity, empowering self-expression across a range of occasions. One reviewer noted the palette’s ability to transition effortlessly “from the office to evenings out.”
However, the reception hasn’t been universally positive. A review from , noted that while the formula is “just okay,” both matte and metallic shades experienced fallout. This suggests that while the formula aims for a high-performance standard, it may not consistently deliver for all users.
The launch of r.e.m. Beauty arrived amidst a crowded celebrity beauty market. Grande’s established fanbase and signature aesthetic – known for its sultry glam looks – provided a built-in audience. The brand’s initial collection included 12 items encompassing eye, lip, and face products, available for online purchase starting in November of an unspecified year. The emphasis on eye makeup, particularly the eyeshadow palettes, aligns with Grande’s well-known affinity for a striking cat eye.
The pricing strategy, ranging from $15 for a mascara to $24 for an eyeshadow palette, positions r.e.m. Beauty as accessible within the premium beauty segment. This affordability, coupled with the promise of a high-quality, talc-free formula, appears to be a key driver of its appeal. The brand’s marketing, including a strong presence on Instagram (@rembeauty), has further amplified its reach.
The success of the Midnight Shadows palettes, and “Babydoll” in particular, demonstrates a consumer appetite for celebrity-backed beauty products that deliver on both quality and value. While some reviewers have pointed to issues with fallout, the overall consensus suggests that r.e.m. Beauty has successfully translated Grande’s personal style into a compelling and accessible beauty offering. The brand’s focus on blendability and buildability also caters to a wide range of skill levels, from makeup beginners to experienced enthusiasts.
As of , r.e.m. Beauty continues to be a significant player in the competitive beauty landscape, demonstrating the enduring power of celebrity influence and the importance of a well-formulated, affordable product.
