
Hey, beauty lovers! Big news is dropping from the world of glam - r.e.m. Beauty, the fabulous brand created by none other than pop sensation Ariana Grande, has just welcomed a new leading man. André Branch is stepping into the role of CEO, and we’re already buzzing with excitement to see where he’ll take this already iconic line.
Branch isn’t new to the beauty game. He’s joining r.e.m. Beauty straight from the Estée Lauder Companies, where he rocked it as Senior VP and General Manager of MAC Cosmetics in North America. And that’s not all - he’s also flexed his digital savvy as Senior VP of Digital and Ecommerce Operations at both ELC and L’Oréal. Talk about a resume that slays!
Branch made the announcement official with a sleek update to his LinkedIn profile, and we’re already swooning over the potential magic he’ll bring to the table. With creds like his, r.e.m. Beauty is in for a seriously stylish glow-up.
André Branch CEO
Let’s rewind a bit for those who might not know the full story. r.e.m. Beauty first burst onto the scene in 2021 under Forma Brands, the parent company of Morphe Cosmetics. But things got a little messy when Forma filed for bankruptcy in 2023 - don’t worry, though, because Ariana herself swooped in to save the day, snapping up the brand’s assets for a cool estimated $15 million.
Since then, the brand has seen some changes at the top. Michelle Shigemasa, a powerhouse who previously led Murad and Smashbox, took the CEO reins in February 2023, steering the ship until June 2024. Now, with Branch stepping in, it feels like r.e.m. Beauty is ready to write its next blockbuster chapter.
“I’m thrilled to join a brand with such a passionate fanbase and a visionary like Ariana behind it - let’s make some beauty magic!”
André Branch New CEO
Here’s where it gets even juicier - r.e.m. Beauty isn’t just making headlines for its new CEO. The brand was named one of the top ten US beauty brands in October 2024, and it’s no surprise why. According to influencer marketing platform Traackr, their social media engagement was off the charts, and we’re totally here for it.
Part of that hype? A little sprinkle of Hollywood magic. With Ariana starring as Glinda in the highly anticipated Wicked film, r.e.m. Beauty’s official makeup collab for the movie has fans going wild. Software company Launchmetrics estimates the collab alone raked in a dazzling $15.5 million - now that’s what we call a wickedly good payoff!
So, whether it’s Branch’s fresh leadership or the enchanting Wicked connection, r.e.m. Beauty is shining brighter than ever. Keep your eyes peeled, darlings - this brand is serving looks and breaking records, and we’re obsessed with every second of it.
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