R.e.m. Beauty has a new CEO Ariana Grande entrusts the brand's future to André Branch, the former general manager of MAC Cosmetics North America
R.e.m. Beauty, the brand founded by Ariana Grande, has officially named André Branch as its new Chief Executive Officer. The news, confirmed exclusively by WWD, marks the beginning of a crucial phase for the brand as it aims to solidify its presence in the competitive prestige make-up market. Ariana’s choice is far from random, Branch’s solid experience in luxury cosmetics and consumer goods makes him the ideal figure to lead the brand into new territory. “Having André join us here at R.e.m. has just been such an incredible gift,” said Ariana. “He totally understands our point of view as a brand and believes in the products and in our mission the way the rest of this beautiful family so fiercely does and that just means so much to me as the founder.” The singer and entrepreneur has always emphasized the importance of the brand maintaining a strong connection with its community and core values. With Branch at the helm, this mission gains a new ally: a pragmatic leader who’s also open to change, ready to transform R.e.m. into a lasting force in the inclusive and innovative beauty landscape.
A new chapter for R.e.m. Beauty
Launched in 2021, R.e.m. Beauty has grown rapidly, standing out from the start thanks to a clear philosophy: to create a safe space where people can express themselves freely through make-up. Available in major retailers such as Ulta Beauty and Target, the line has attracted a loyal fanbase that appreciates both the product quality and the aesthetic, a blend of ’60s inspiration and reimagined Y2K style, reflective of founder Grande herself. Among Ariana’s favorite R.e.m. Beauty products are the glossy lip balm, the now-iconic plumping lip glosses, which may soon be part of a new launch, and the winning duo of Sweetener foundation and hydrating concealer. Rounding things out is the lip marker, the perfect companion for nonstop days. The make-up line is designed to last, enhance real skin, and offer versatility to those who live every hour to the fullest.
Who is André Branch, the new CEO of R.e.m. Beauty?
Branch brings an impressive resume: formerly General Manager of MAC Cosmetics North America, he has also held key roles at global giants such as L’Oréal, Estée Lauder Companies, Diageo, Kraft Foods e The Nature’s Bounty Co.. His background blends luxury beauty with consumer goods, offering a strategic outlook that could turn R.e.m. Beauty into a powerhouse in the prestige market. According to Branch, the brand’s potential is “immense,” thanks to Ariana’s authenticity, the strength of her platform, and the dedication of the community supporting her. His words reflect this belief: “R.e.m. Beauty has an immense amount of potential within prestige beauty. The business is still relatively new. It’s been growing exponentially since launch. And when I think about Ariana and her platform, how world-renowned she is, her fan base, I think there’s tremendous upside. When I think about her values, I think about R.e.m.’s values; they’re similar to my own. I’m just excited to continue to add to that and create value, and I think we can really do that together for the consumer and for the category.” The new CEO also emphasized the importance of promoting diversity, inclusion, and self-expression as core elements of the brand’s identity. “We don’t want to follow trends,” Ariana reiterated. “Not to conform to any sort of standards or follow trends, but to make our audience feel celebrated in their own unique skin, accentuating what’s already there, but also to bring more creativity, joy and self-expression to our everyday lives.”
What’s next for R.e.m. Beauty
With Branch stepping into the executive leadership role, the future of R.e.m. Beauty looks bold, ambitious, and geared toward meaningful, organic growth. Grande has already hinted at several projects in the works, including a potential follow-up to a recently sold-out collection and the release of a fan-favorite eyeshadow palette in a new edition within the core lineup. All of this has stirred up excitement among the brand’s followers and signals a strategy focused on listening to the audience and continuously adapting to its feedback and desires. With Branch now leading a strengthened team, every new product will continue to reflect the founder’s creative vision: a beauty brand that provides tools for everyday empowerment through make-up.
