Revolution Beauty Group plc is a UK-based, publicly listed beauty and personal care company known for its “fast beauty” approach, offering accessible, high-quality, and cruelty-free products at affordable prices.
Company Overview
Mission:
To empower individuals through accessible, high-quality, and sustainable products, breaking down barriers related to price, shade range, or accessibility.
Business Model:
The company operates a multi-brand, multi-category strategy, selling products both direct-to-consumer via its e-commerce operations (revolutionbeauty.com) and through wholesale relationships with major physical and digital retailers globally, including Boots, Superdrug, Walgreens, and Target.
“Fast Beauty” Focus:
Revolution Beauty is a rapid product innovator, capable of bringing new products to market in as little as 16 weeks to quickly capitalize on emerging trends and social media buzz.
Ethical Stance:
All products are certified cruelty-free by PETA, and the company is actively working to increase the number of vegan formulations across its brands. The company also maintains a “Zero Retouch Revolution” policy on its content.
Global Reach:
Established in 2014 by co-founders Tom Allsworth and Adam Minto, the company’s products are sold in over 75 global markets and more than 14,000 stores worldwide.
Headquarters & Operations:
Revolution Beauty is headquartered in London, United Kingdom, with offices and warehousing facilities in the UK, USA, New Zealand, Germany, and Australia. Manufacturing is primarily in China (around 60%), Taiwan (25%), and Europe (15%).
Brands & Product Categories
Revolution Beauty operates with a portfolio of core brands targeting different segments of the mass beauty market.
Makeup Revolution:
The core brand, known for a wide range of affordable cosmetics, often compared to high-end luxury products (“dupes”).
I Heart Revolution:
A playful and trend-focused brand with unique concepts and collaborations.
Relove:
An even more budget-friendly option, emphasizing accessibility and essential beauty items.
Other Categories:
Beyond color cosmetics, the company offers extensive lines in skincare, haircare, body, wellness, and accessories like brushes and sponges.