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Ariana Grande’s cosmetics brand R.e.m. Beauty launched its new collection, “Wicked: For Good,” timed with the upcoming film release this November. According to CEO Andre Branch, the collection generated $1 million in sales on the brand’s website within the first three hours.

The assortment includes palettes, eye masks, sets, and individual products for lips, eyes, and face, all inspired by the iconic characters Glinda and Elphaba. Prices range from $20 to $65.

The collection is already available at Ulta Beauty and is set to debut at Sephora soon. Branch noted that roughly 70% of customers are Gen Z, encompassing both Ariana’s fans and premium beauty enthusiasts.

R.e.m. Beauty continues to expand its presence across TikTok, Sephora, Ulta, and Amazon, aiming to stay close to its audience and maintain strong sales momentum.

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