Revlon

What Revlon does

Revlon is a U.S.-headquartered, publicly traded (NYSE: REV) mass-market beauty company founded in 1932, operating a portfolio of color cosmetics, hair color, fragrances, and beauty tools. Its owned brand portfolio includes Super Lustrous (lip color with 164+ shades), ColorStay (longwear makeup with Adapti-Flex Technology), PhotoReady (skin-perfecting complexion), ColorSilk (ammonia-free hair color with Bond Repair Complex), Glimmer (light-reflecting), So Fierce! (eye), Illuminance (skincare-infused makeup), Kiss (lip care), and the acquired Elizabeth Arden (premium skincare and fragrance) and Almay brands. The company also distributes Revlon-branded hair tools through a partnership with Helen of Troy Limited, and recently launched the VersaStyler 3-in-1 styling tool exclusively at Walmart.

Revlon's go-to-market is mass-market retail distribution across Walmart, Target, CVS, Walgreens, Ulta Beauty, and Amazon, supplemented by DTC e-commerce on revlon.com. End customers are mass-market beauty consumers seeking affordable, at-home color cosmetics, longwear makeup, and DIY hair color. Pricing spans roughly $3–$100 (e.g., $6.49–$7.29 nail polish, $6.79 ColorSilk box, $11–$17.99 lip and complexion products, $50–$100 hair tools, $89 Elizabeth Arden Eternal Aura fragrance). Revenue is generated primarily through one-time unit sales of consumer beauty products, with a meaningful contribution from fragrance licensing (Iconix partnerships for ED HARDY and SALT LIFE) and a smaller hardware/beauty-tools stream. Estimated annual global revenue is approximately $2 billion, with fragrance accounting for roughly a quarter.

The company operates two principal manufacturing hubs: Oxford, North Carolina (largest and most advanced globally, producing the majority of Revlon products) and Tarragona, Spain (5,600 sqm, 100M unit annual capacity, 75% of European volume), with the latter receiving a US$20M+ expansion in February 2026. Revlon emerged from Chapter 11 bankruptcy at the end of 2022 under CEO Michelle Peluso, with recent leadership additions including COO Mario Rivera (ex-CVS Health, Feb 2026) and President of North America Dana Medema. Active risks include a June 2026 FDA warning letter to the Oxford facility on testing procedures, and ongoing hair relaxer product liability litigation (MDL No. 3060, 11,000+ lawsuits).

Name

Revlon

Legal name

Revlon

Website

https://revlon.com

Company type

Public

Founded year

1932

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Revlon is a 1932-founded, publicly traded (NYSE: REV) mass-market beauty company selling color cosmetics, hair color, fragrance, and beauty tools under owned brands including Super Lustrous, ColorStay, PhotoReady, ColorSilk, and Elizabeth Arden, distributed through Walmart, Target, CVS, Walgreens, Ulta, Amazon, and revlon.com to mass-market consumers.

Ownership category

akta.pro rank

Product category

Color Cosmetics & Beauty Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Personal Fragrances (Perfume, Cologne, Body Sprays) (CRADANAD)

Keywords

• Color cosmetics
• Hair color products
• Beauty tools
• Fragrance products
• Skincare makeup

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Infrastructure, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Consumer Beauty Products: One-time purchase consumer beauty products including makeup, lip color, foundation, concealer, eyeshadow, mascara, eyeliner, brow products, nail color, and hair care products sold through mass-market retail channels
2. Hair Care Tools: Beauty tools and hair styling appliances including the VersaStyler, One-Step Hair Dryer, and various grooming tools sold through retail and e-commerce
3. Fragrance Licensing: Fragrance licensing generates roughly a quarter of Revlon's estimated $2 billion in annual global sales, including partnerships with ED HARDY and new SALT LIFE fragrance collection launching 2027
4. Elizabeth Arden Brand: Premium skincare and fragrance brand owned by Revlon, generating significant revenue within the portfolio

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Revlon is a mass-market beauty company that manufactures and sells color cosmetics, hair color and care products, fragrances, skincare-infused makeup, and beauty tools under multiple sub-brands including ColorStay, PhotoReady, Super Lustrous, Glimmer, ColorSilk, So Fierce!, and Illuminance. The company also owns the Elizabeth Arden and Almay brands and distributes through Walmart, Target, CVS, Walgreens, Ulta, Amazon, and direct-to-consumer e-commerce at revlon.com. Fragrance licensing, including partnerships with ED HARDY and the upcoming SALT LIFE collection, accounts for roughly a quarter of Revlon's estimated $2 billion in annual global sales.

Product overview

Revlon is a mass-market beauty company offering a diversified portfolio of color cosmetics, hair care, and beauty tools through multiple sub-brands. The core offerings include ColorStay (longwear makeup with 24-hour wear technology), PhotoReady (skin-perfecting products with blur technology), Super Lustrous (iconic lip color franchise with 164+ shades), Glimmer (shimmer/shine collection), ColorSilk (ammonia-free hair color), So Fierce (bold eye makeup), and Illuminance (skincare-infused makeup). Hair tools include the VersaStyler 3-in-1 and One-Step Hair Dryer and Styler. The company operates primarily through mass retail channels including Walmart, Target, CVS, Walgreens, and Ulta, with products ranging from $3-$100 in price. The portfolio spans face makeup (foundations, concealers, powders, primers, blush, highlighters, bronzers), lip products (lipsticks, liquid lipsticks, glosses, balms, liners), eye products (mascaras, eyeliners, eyeshadows, brows), hair color and care, nail products, and beauty tools.

Differentiator

Problem solved

Functional benefit

Brands

• ColorSilk: Ammonia-free hair color collection
• ColorStay
• PhotoReady
• Super Lustrous
• So Fierce!
• Glimmer
• Illuminance
• SkinLights
• Kiss
• ColorEffects
• ColorSilk Digitones
• Revlon Hair Tools

Products and services

• ColorStay Collection Longwear makeup line featuring Adapti-Flex Technology for up to 24-hour smudge-proof, waterproof wear across face, lips, and eyes, targeting consumers who prioritize all-day makeup performance.
• PhotoReady Collection Skin-perfecting makeup line with blur technology targeting pores and imperfections, including primers, foundations, concealers, setting powders, liners, brow gels, and serum glosses.
• Super Lustrous Collection Iconic lip color franchise offering 164 high-impact colors across 5 finishes, including bullet lipsticks, liquid lipsticks, and lip glosses. Priced at $15.99 per Super Lustrous Lipstick and $11.49 per ColorStay Satin Ink Crown Jewels Liquid Lipstick.
• Glimmer Collection Light-reflecting makeup line with shimmer and shine formulas for glowy looks, including lip oils, blush drops, concealers, multi-sticks, and Glimmer Lip Treat Balm, priced from $11.99 to $16.99.
• ColorSilk Hair Color Ammonia-free hair color collection offering 48+ permanent shades with 100% gray coverage, including Bond Repair Complex variants and post-color care products. ColorSilk Permanent Hair Dye priced at $6.79 per box.
• So Fierce Collection Bold eye makeup line with high-impact pigments and extreme formulas for statement looks, including mascaras and eyeshadow palettes.
• Illuminance Collection Skincare-infused makeup line combining color cosmetics with skincare benefits, including serum tints, gel blushes, and skin-caring foundations.
• PhotoReady Lift & Fill Skin Tint Liquid skin tint with patent-pending Stevioside Complex and Squalane technology that visibly firms skin in 2 weeks and reduces fine lines in 4 weeks, offering sheer, glowy coverage in 8 buildable shades priced at $17.99.
• Revlon VersaStyler Three-in-one hair styling tool combining blow dry, volumizer, and heated barrel functions with BLDC brushless motor technology, targeting busy women seeking salon-quality styling at home. Priced at $99.99 at Walmart.
• Revlon One-Step Hair Dryer and Styler Multifunctional beauty tool combining hair dryer, hot brush, and straightener in one device. Priced at $50 regular, discounted to $20 during Amazon Prime Day (59% savings).
• Revlon Nail Color Nail polishes and enamels including Ultra HD Snap line with chip-resistant formulas in a wide range of colors, plus nail care products. Super Lustrous Nail Enamel priced from $6.49 to $7.29.
• Revlon Beauty Tools Grooming and beauty tools including tweezers, eyelash curlers, nail care tools, manicure and pedicure tools, facial tools, and men's grooming series.
• Kiss Collection Lip care line including hydrating lip balms, exfoliating balms, and lip treatments in various tints and flavors.
• ColorEffects Platinum Hair Bleach Hair lightener providing up to 7 levels of lift with Bond Restore Complex to minimize damage during bleaching.
• Elizabeth Arden Eternal Aura Fragrance Floral-amber eau de parfum from Elizabeth Arden, the first new fragrance pillar from the brand since 2018. Retails at $89 for 50ml, available in approximately 2,000 doors globally.
• SALT LIFE Fragrance Collection First-ever SALT LIFE fragrance collection developed under a global licensing agreement with Iconix International, marking the coastal lifestyle brand's expansion into the beauty category, debuting in 2027.

Quantifiable outcome

• Visible skin firming and smoothing in 2 weeks with PhotoReady Lift & Fill Skin Tint
• +1 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Iconix InternationalcoreOEM/ Whitelabel/ Licensing Partner · 1 January 2027Global licensing agreement for SALT LIFE fragrance collection debuting in 2027, marking coastal lifestyle brand's expansion into beauty category. Partnership combines SALT LIFE's ocean-inspired identity with Revlon's fragrance creation expertise and global distribution infrastructure. Second agreement between companies who also recently renewed ED HARDY fragrance license.
• Teyana TaylorcoreGTM or Marketing Partner · 24 April 2026Appointed as face of Super Lustrous Lipstick franchise as part of 'Revlon Be Unforgettable' campaign. Multi-hyphenate artist fronts global campaign activity across classic products and newer innovations like Super Lustrous Ultra.
• Megan MoroneycoreGTM or Marketing Partner · 6 April 2026Country music artist as global ambassador for 'Revlon Be Unforgettable' campaign, promoting PhotoReady collection and Glimmer franchise. Partnership emphasizes confidence and individuality.
• Ashley GrahamminorGTM or Marketing Partner · 6 April 2026Model and body positivity advocate as Revlon ambassador representing the brand's global ambassador roster.
• Madelyn ClineminorGTM or Marketing Partner · 6 April 2026Actress as Revlon brand ambassador, part of the global ambassador roster alongside Ashley Graham and Sarah Nurse.
• Colle McVoycoreStrategic or Co-development Partner · 2 April 2026Creative agency partnership for development and execution of modern 'Revlon Be Unforgettable' campaign. Campaign rolls out across TV, out-of-home, digital, and social media platforms featuring diverse cast of women.
• Sarah NurseminorGTM or Marketing Partner · 19 March 2026Olympian and hockey standout as Revlon Canada ambassador, extended through 2026. Originally joined in 2025 as ColorStay ambassador, now represents full brand portfolio including PhotoReady, Glimmer, and Super Lustrous franchises.
• Jenna JohnsonminorGTM or Marketing Partner · 17 March 2026Partnership with Dancing with the Stars professional dancer for VersaStyler marketing campaign, positioning the 3-in-1 hair tool for busy women seeking salon-quality styling solutions.
• Opensity SolutionsminorImplementation/ SI/ Consulting Partner · 25 February 2026Agreement to deliver office services and hospitality support across Revlon's corporate locations in New York, New Jersey, and North Carolina. Partnership aims to enhance operational efficiency and elevate employee and guest experience as part of Revlon's ongoing business transformation.
• Iconix InternationalcoreOEM/ Whitelabel/ Licensing Partner · 1 January 2026Renewal of global fragrance license for ED HARDY brand, strengthening ongoing collaboration between Iconix and Revlon.
• Helen of Troy LimitedcoreOEM/ Whitelabel/ Licensing PartnerRevlon Hair Tools operates as a Helen of Troy Limited brand, producing and distributing Revlon-branded hair styling tools including VersaStyler and One-Step Hair Dryer.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Coty Inc. Coty is the closest direct comparable to Revlon: a global mass-market beauty company whose portfolio includes CoverGirl, Max Factor, Sally Hansen, Rimmel, and a significant fragrance business (Calvin Klein, Hugo Boss). Both companies serve mass and masstige channels with color cosmetics, fragrance, and hair care, and have both gone through major restructurings.
• e.l.f. Beauty: e.l.f. Beauty is a fast-growing mass-market color cosmetics competitor that has aggressively taken share from legacy players like Revlon with affordable, Gen Z-targeted product, viral social marketing, and expanding shelf space at Target, Walmart, and Ulta.
• Maybelline (L'Oréal): Maybelline is the mass-market color cosmetics share leader and Revlon's most direct head-to-head competitor across foundation, mascara, and lip categories; both brands compete for the same shelf at Walmart, Target, CVS, and drugstores globally.
• Avon Products: Avon is a long-standing mass-market beauty peer focused on color cosmetics, fragrance, and personal care via direct-selling, overlapping with Revlon on affordable beauty products targeting everyday consumers across global markets.
• Mary Kay: Mary Kay is a global direct-sales beauty company competing in color cosmetics, skincare, and fragrance — comparable to Revlon in product mix and target consumer, with similar brand heritage and emphasis on accessible beauty.

Broad incumbents

• L'Oréal: L'Oréal is the global beauty leader and parent of Maybelline, L'Oréal Paris, Lancôme, and Garnier, competing with Revlon across mass, masstige, and prestige tiers with vastly greater scale, R&D budget, and international distribution.
• Estée Lauder Companies: Estée Lauder is a broad beauty incumbent with prestige (MAC, Clinique, Tom Ford) and fragrance (Jo Malone, Le Labo) brands; comparable through its Elizabeth Arden peer brand and shared exposure to department-store and specialty retail channels.

Emerging players

• Fenty Beauty: Fenty Beauty (LVMH-backed) is an emerging player that has redefined shade range and Gen Z marketing in color cosmetics, taking share from legacy mass-market players like Revlon through prestige positioning at accessible price points.
• Rare Beauty: Rare Beauty (Selena Gomez) is an emerging direct-to-consumer color cosmetics and complexion brand with strong Gen Z mindshare, competing for the same younger consumer that Revlon is courting through its celebrity ambassador roster.
• Kosas: Kosas is an emerging clean-beauty color cosmetics brand expanding from DTC into Sephora and Ulta, capturing skincare-makeup hybrid demand similar to Revlon's PhotoReady Lift & Fill Skin Tint positioning with the Stevioside Complex.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/revlon
• YouTubeyoutube.com/user/revlon
• Facebookfacebook.com/info
• Instagraminstagram.com/revlon
• TikToktiktok.com/@revlon
• Pinterestco.pinterest.com/revlon
• LinkedInlinkedin.com/company/revlon

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries2 records

Funding overview

Funding rounds4 records

Investors8 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A5 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Revlon