Rimmel London is a British multinational cosmetics brand established in 1834, recognized as one of the world’s oldest beauty companies. Currently owned by Coty Inc., Rimmel is the top-selling makeup brand in the United Kingdom and maintains a presence in over 80 countries. The brand is known for its “lived-in” glamour aesthetic and a commitment to affordable, trend-driven products that emphasize self-expression and authenticity.

Brand Identity and Recent Rebrand

In 2024, Rimmel underwent its most significant rebranding in 190 years to modernize its image for Gen Z and millennial consumers.

New Tagline:
The iconic “Live the London Look” was updated to “Live YOUR London Look” to promote personalization and self-expression.

Logo Update:
The logo was modernized by simplifying the classic crown motif.

Positioning:
The brand shifted toward a “lived-in” beauty aesthetic, celebrating real-life, effortless looks rather than filtered perfection.

Key Product Categories
Rimmel offers a comprehensive range of mass-market cosmetics designed for everyday use.

Face:
Foundations (including the Lasting Finish line), primers like Stay Matte, and multi-taskers for on-the-go application.

Eyes:
Iconic mascaras such as Scandaleyes and Thrill Seeker, alongside eye shadows and brow products like Wonder’Last Brow.

Lips:
Long-wear lipsticks such as Provocalips (16-hour wear) and Lasting Finish Extreme, as well as high-shine hydrating glosses.

Nails:
Quick-drying polishes like 60 Seconds Super Shine.

Ethical Commitments and Sustainability

Cruelty-Free Status:
Rimmel does not test its products on animals and earned Leaping Bunny certification from Cruelty Free International in 2022.

Clean Beauty:
The Kind & Free line features vegan, clean formulations free of animal-derived ingredients.

Social Responsibility:
The brand partners with The Cybersmile Foundation to combat beauty-related cyberbullying.

Historical Background

Founded:
1834 by French-born British entrepreneur Eugène Rimmel in Bond Street, London.

Innovations:
Eugène Rimmel was a pioneer who created early mascaras, mail-order perfumes, and even “scented fountains”.

Ownership Evolution:
The Rimmel family owned the company until 1949. It passed through several owners—including ITT and Unilever—before being acquired by Coty in 1996.

Market Position and Operations

Target Audience:
Primarily focused on 16-34-year-olds, emphasizing mobile-first and digital-first marketing strategies.

Distribution:
Accessible through major mass-market retailers such as Boots (UK), Target (US), and various e-commerce platforms like Amazon.

Manufacturing:
While globally distributed, some products are manufactured in Coty’s purpose-built plant in Ashford, Kent.