Ariana Grande’s R.E.M. Beauty goes wide with its first retail partner.

The brand, which launched last 12 months, goes into greater than 1,000 Ulta Beauty doors next month with its full assortment. At present, it is just sold via the brand’s website, and spans makeup and skincare. Prices range from $16 to $24.

R.E.M. Beauty could also be recent to Ulta, but Grande will not be. The retailer has carried Grande’s perfume lines, which initially launched in 2015.

“We supply numerous celebrity brands that deliver credible influence and revolutionary products across all categories,” said Monica Arnaudo, chief merchandising officer, Ulta Beauty in an email. “Ariana Grande is a superb example of a long-standing, successful celebrity brand partner. Her fragrances are a few of our most-loved within the category and we’re thrilled to embark on this next chapter of her beauty journey,” she continued.

The brand, incubated by Morphe parent company Forma Brands, is alleged to resonate each domestically and globally. “From the start, Ariana has had such a brilliant clear vision and really knew from the very starting of the method, as founder and creator, what she wanted the brand to essentially stand for and to be about,” said Alex Alston, the brand’s vp.

A part of that value proposition includes accessibility, which Alston sees as guiding its distribution strategy. “Just having that IRL moment is actually necessary, where [consumers] can really touch and feel and explore the product and in addition, we’re in a position to provide this playground in a meaningful way across the country,” he said.

“In step with that ambition to be inclusive, it provides us that chance to attach with the widest audience possible,” he said.

The celebrity beauty space has seen an onslaught of recent entrants, from Scarlett Johansson to Jennifer Lopez. A part of cutting through the clutter, Alston said, involved ensuring Grande was involved in every step of constructing the brand.

“What really differentiates the brand is that we’re so authentically linked to her standpoint and perspective. That has really allowed us to create something that feels very uniquely Ari,” Alston said. “She is going to at all times be sure that we’re focused on the core DNA and fundamentals of the brand and I that keeps us true to her vision.”

To that end, Alston added that Grande’s experience with beauty — each as a consumer, and from years within the makeup chair — makes her a really perfect sounding board. “She road tests the product, her makeup bag is at all times filled with R.E.M. Beauty samples and she’s going to give me honest feedback on a regular basis about the way to make something higher,” Alston said.

The brand’s decision to enter retail comes after its second collection drop, called “goodnight n go,” named after the track on her 2018 album, Sweetener.

Grande seemed equally bullish on the partnership. “I made a decision to work with Ulta Beauty as an exclusive retail partner because they’re simply one of the best and such incredible partners,” she said. “We’ve worked together over the past few years doing fragrance and have built such an exquisite relationship. I feel like R.E.M. Beauty has such an ideal home in Ulta Beauty stores, and I so deeply appreciate their loyalty and their belief in my products. It’s an honor and I’m very excited for people to get their hands on them in person.”

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