I’m a creature of habit when it comes to concealer. Maybe because it’s such a personal product—you have to find the right shade and formula for your skin type. But I was immediately interested when I heard about REM Beauty’s newest product, the Sweetener Concealer.
REM Beauty is, of course, the makeup line from singer Ariana Grande that debuted back in November. At the time, Grande spoke to Glamour and teased future launches, citing her concealer as one of her favorites and something she wore on television during her time as a coach on NBC’s The Voice. I’ve patiently awaited the day I could get my hands on it ever since.
Available to shop exclusively at rembeauty.com on July 28, the Sweetener Concealer may be the brand’s most ambitious launch yet. It comes in a whopping 60 different shades and promises comfortable wear with medium to full coverage. The formula is also enhanced with an “REM essence”—that is, a combination of skin-loving ingredients like raspberry stem cells, hyaluronic acid, ashwagandha, and vitamin E—which aims to hydrate and nourish the delicate under-eye area. Creamy and buildable, the concealer brightens dark spots and covers redness and blemishes. And it’s dermatologist-tested, vegan, and cruelty-free.
As REM’s first complexion product with a shade range, Grande wanted to ensure there are colors for every skin tone. “Inclusivity and having a large shade range is, of course, the most important part of stepping into the skin category and rolling out this chapter of this brand because make up—and especially REM beauty—is for absolutely anyone and everyone,” Grande tells Glamour. “I find it so confusing trying to select a concealer shade using the naming and numbering systems and different tone levels. We wanted to find a more straightforward approach for everyone to be able to find their perfect match.”
To simplify shade-matching, the Sweetener Concealer offers six levels: fair, light, medium, tan, deep, and rich, with ten shades each. There are two artistry shades—Fair 1, a true white, and Rich 10, a blue black—meant for mixing in with other shades to create a customized look. “Concealer is one of my favorite parts of the makeup process, so I wanted to make sure that this product was something you can multitask with,” Grande says. “You can contour, brighten, cover, lift, and even color correct by selecting different shades or also mixing it with our two corrective artistry shades.”