Sweet Heat: r.e.m.’s “On Your Collar” Lip Gloss Formulation

By Rea Lowery, TBB Guest Writer

Forecasting Futuristic Minimalism

Ariana Grande is always changing up her look, so the cosmetics business makes sense for her. r.e.m. beauty leans into an ethereal–nymph or fembot aesthetic. Think more playful than minimal vibes, light enough for tweens to wear, and unexpected to a saturated market.

r.e.m. beauty is at a unique crossroads worthy of conversation.

Specifically, with the formulation of their “on your collar” lip plumping gloss, and its launch strategy. r.e.m. beauty seems to be at a longer play than first glance suggests. The iridescent finishes, silver chrome, and bubbly packaging evoke nostalgia for y2k, futuristic minimalism, and part of a future forecasting by means of a full makeup collection and lifetime consumer value.

Lip plumpers aren’t new. They’ve been around as long as bees have been buzzing. What’s noteworthy about r.e.m.’s formulation? Glad you asked.

It’s reported to have effects of 100% plumper, fuller, softer, smoother, conditioned, and instant hydration. Not to mention these effects are immediate, with vertical lip lines diminished, reviewed “in an independent clinical study based on 30 participants.”

Culminating at seventy-four reviews with a 4.9 star average, it merits attention.

Go Off, Fembot

The first three ingredients in shade “fembot” are used as emollients and texture improving quality. If it doesn’t feel good, it won’t get used. Menthyl Nicotinate sounds terrifying but serves as a microcirculation enhancer and antioxidant, making the blood-boosting plumping effect and healthy skin-first claims make sense, since it's derived from niacin (niacinamide’s older cousin).

It’s intriguing to see this in a lip formula for another reason: UV, blue light, and pollutant protectant. It’s the main reason why the formula has a unique tingling and cooling sensation. Suggesting to consumers more value than glitter and plump. In using r.e.m. 's plumping gloss, you’re investing in future-you’s lip care.

Sweet Heat Kick Off

Announced via Instagram as a polaroid shot and caption “Sweet heat. Join the waitlist in our bio.” shortly after, a NYC pop-up with branded ice pops and influencers gliding on gloss with enough B-roll footage for multiple social posts, the marketing team did a great job in creating hype, connecting community from url to irl, and increased brand awareness on the ground.

In the end, On Your Collar is gloss with a tingle and a reminder that r.e.m. beauty knows how to play the long game. By leaning into a product category that’s both evergreen and culturally sticky, the brand signals its intent to stay in the conversation without shouting. The launch underscores a larger truth about today’s beauty market: growth doesn’t always come from splashy reinvention, but from sharpening the fundamentals, refreshing the story, and meeting consumers exactly where they’re already paying attention. If r.e.m. beauty can keep balancing Ariana’s star power with thoughtful execution, this gloss won’t just plump lips, but it’ll plump the brand’s staying power.