Pop star and entrepreneur Ariana Grande has launched a new media venture, R.E.M. Beauty. Chapter One of her makeup line was released on November 2, featuring eye, lip, and face products.

In a message from Ariana herself on the R.E.M. Beauty website, she states, “It means so much to me to be able to create a product line for absolutely everybody and anybody who wants to wear it and feel incredible. Make up is so personal and to have the opportunity to help people feel even more beautiful than they already are in their own skin, and also to just provide tools that support and encourage people in their creativity and self-expression is a gift that I’ll never take for granted.”

As a “multi-talented creator,” Ariana has used her fame and her large following on social media to build hype and excitement for the new beauty brand. Many celebrities, especially music artists such as Rihanna for Fenty Beauty and Selena Gomez for Rare Beauty, have ventured into the makeup industry, but Ariana hopes that her contribution will be valuable and meaningful for its consumers.

According to Vogue, “The singer, who is known for her trademark feline flick and camera-ready make-up, was nervous about launching a new beauty brand in an already ‘crowded’ market, but has brought her own time spent in the make-up chair and on stage to the party, delivering hardworking formulas that she has personally tested over the past few years. ‘Hopefully it will inspire people to express themselves in a new way and share that with the world,’ she says.”