r.e.m. Beauty, the beauty brand from pop star Ariana Grande, has named André Branch its new CEO.
Branch joins from the Estée Lauder Companies (ELC), where he served as Senior VP and General Manager of MAC Cosmetics in North America.
He was also Senior VP of Digital and Ecommerce Operations, as well as Senior VP of Digital and Ecommerce Operations, at L'Oréal.
Branch confirmed his appointment by updating his job title on his LinkedIn page.
r.e.m. Beauty was launched by Forma Brands, the parent company of Morphe Cosmetics, in 2021.
Forma Brands eventually filed for bankruptcy in 2023, which saw Grande buy the assets tied to her beauty brand for an estimated US$15m.
r.e.m Beauty hired Michelle Shigemasa, a former lead for both Murad and Smashbox, as CEO in February 2023.
Shigemasa served as CEO until June 2024.
r.e.m. Beauty was named among the top ten US beauty brands in October 2024.
The beauty business had one of the highest social media engagements during the month, according to a report by influencer marketing platform Traackr.
The brand’s leap in social media engagement is unsurprising given the brand’s ties with the released Wicked film, which stars Grande as character Glinda.
r.e.m. Beauty generated an estimated $15.5m through its official Wicked make-up collaboration, found software company Launchmetrics.