This afternoon (9 September) Grande started teasing the launch of her r.e.m.beauty brand with a video on Instagram that sees her doing a headstand with her head in an old school tv while a voice - which could be part of Walter Cronkite's sign-off when the Apollo 11 crew arrived back on Earth in 1969 - says, "The lunar age has begun."

She simply tagged the Instagram page for r.e.m.beauty, which currently has no posts and has a bio that reads: "loading…"

Last month Grande headlined an in-game concert in Fortnite.

Ariana Grande is yet to announce a launch date for r.e.m.beauty.