REVOLUTION BEAUTY

What REVOLUTION BEAUTY does

Revolution Beauty Group plc is a London-headquartered, AIM-listed mass beauty company founded in 2014 by Adam Minto and Tom Allsworth. It operates a multi-brand portfolio anchored by Makeup Revolution (the core affordable makeup line), Revolution Pro (premium professional makeup), I Heart Revolution (limited-edition and gift collections), Relove by Revolution (sub-£5 budget line), and the acquired BH Cosmetics brand. The product range spans color cosmetics, skincare, haircare, body care, tools and accessories, with cruelty-free and vegan positioning as a cross-brand claim, and selective clinically positioned launches such as peptide-based serums.

The company makes money through three principal streams: (i) direct-to-consumer e-commerce via its owned website and iOS/Android apps, supplemented by TikTok-led community marketing, a Rev Rewards loyalty programme and the Revolution Gen Community ambassador programme; (ii) wholesale distribution to roughly 11,000 retail doors in the UK, US and internationally, including Ulta, Target and Amazon; and (iii) royalty-based licensing partnerships, most notably a 2026 deal with Debenhams Group to develop and distribute beauty and fragrance for PrettyLittleThing, Karen Millen and boohooMAN. Pricing is unit-based across multiple price tiers rather than subscription.

Operationally, the company is in an active turnaround. Revenue declined 31.8% in the half-year ending August 31, 2025, with widened losses, prompting 80+ job cuts since March 2025 and the founders' return to strategic roles. A £22.28M funding from Debenhams Group (Boohoo, the 26.47% shareholder) in August 2025 recapitalized the business; the FCA closed its three-year investigation with no action in June 2026, and the new Debenhams licensing deal extends the revenue surface into fragrance and gifting.

Name

REVOLUTION BEAUTY

Legal name

Revolution Beauty Limited

Website

https://revolutionbeauty.com

Company type

Public

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

Revolution Beauty Group plc is an AIM-listed mass-market beauty company operating the Makeup Revolution, Revolution Pro, I Heart Revolution and Relove brands across roughly 11,000 retail doors and owned e-commerce channels in the UK, US and internationally, targeting price-conscious Gen Z and Millennial consumers with affordable, cruelty-free cosmetics, skincare and haircare.

Ownership category

akta.pro rank

Product category

Color Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)

akta.pro secondary industry

Body & All-Over Color (Body Makeup, Leg/Body Tint, Glitter, Shimmer Oils) (CRABACAG)

Keywords

• Affordable cosmetics
• Mass market beauty
• Color cosmetics
• Vegan makeup
• Skincare haircare

Headquarters

HQ city

Queenborough

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: Revenue from direct online sales through RevolutionBeauty's owned e-commerce website, offering full product catalog with subscription options for newsletters and promotional offers
2. Wholesale/Retail Distribution: Revenue from distribution through approximately 11,000 retail doors in UK, USA and internationally, including Ulta, Target, Amazon, and various international markets
3. Licensing Partnerships: Royalty-based licensing deals with fashion brands (Debenhams Group) to develop, manufacture and distribute beauty and fragrance products for fashion brands including PrettyLittleThing, Karen Millen and boohooMAN

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

Revolution Beauty develops, manufactures and distributes affordable, cruelty-free and vegan color cosmetics, skincare, haircare and body care products under multiple sub-brands including Makeup Revolution, Revolution Pro, I Heart Revolution, Relove by Revolution, and BH Cosmetics. The company sells through its own e-commerce platform, mobile apps, ~11,000 retail doors worldwide, and digital marketplaces, complemented by royalty-based licensing deals with fashion brands.

Product overview

Revolution Beauty Group plc is a London-based mass beauty company founded in 2014 by Adam Minto and Tom Allsworth, operating across approximately 11,000 retail doors in the UK, USA, and internationally. The company offers a multi-brand portfolio centered on affordable, cruelty-free, and vegan cosmetics, skincare, and haircare products. The core offering includes the Makeup Revolution sub-brand (comprehensive face, eye, lip, and nail products), Revolution Pro (professional-grade formulations), I Heart Revolution (limited-edition collaborations and themed collections), and Relove by Revolution (budget-friendly items under £5). Acquired brands include BH Cosmetics. The product range spans setting sprays (Superfix line), concealers (IRL Filter, Conceal & Define), foundations, highlighters, bronzers, face palettes, skincare routines, haircare, body care, and seasonal gift sets including advent calendars. The company also operates a Rev Rewards loyalty program and offers digital commerce through web and mobile platforms.

Differentiator

Problem solved

Functional benefit

Brands

• Revolution Pro: Premium professional makeup line offering advanced formulations for professional and serious beauty enthusiasts
• Relove By Revolution
• I Heart Revolution
• BH Cosmetics
• XX Revolution

Products and services

• Makeup Revolution Core affordable color cosmetics sub-brand offering foundations, concealers, eyeshadow palettes, lipsticks, makeup brushes and nail products for mass-market consumers.
• Revolution Pro Professional-grade makeup line at a higher tier with advanced formulations for professional makeup artists and serious beauty enthusiasts, including Miracle Cream primer and Pro Cream Face Wands.
• I Heart Revolution Limited-edition sub-brand featuring themed collections with distinctive packaging and unique product combinations, often sold as gift sets and advent calendars.
• Relove by Revolution Budget-friendly sub-brand offering basic makeup essentials and value-focused items priced under £5.
• BH Cosmetics US color cosmetics brand acquired by Revolution Beauty in February 2022 for £2.9 million following BH's Chapter 11 bankruptcy filing, including social media accounts, customer database, and inventory.
• Peptide Strength Lash and Brow Serum Peptide-based lash and brow serum designed to boost length, fullness and health within 8 weeks; vegan and cruelty-free, available at Ulta, Target, Amazon and Revolution Beauty US.
• Juicy Peptide Lip Balms Peptide-based tinted lip balms with indulgent flavors for buttery-soft lips; vegan and cruelty-free formulation.
• Revolution Superfix Line Setting spray and primer product line including Superfix Grip Primer, Ultra Glow Fixing Mist, Hydra Cool Prep + Fix, Misting Setting Spray and Brow Glue designed to lock makeup in place and extend wear time.
• IRL Filter Concealer Full-coverage, 16-hour wear concealer with hyaluronic acid and VTOX (okra extract) for smooth, plump skin; available in 30 shades with a soft matte, crease-proof, sweat-proof and waterproof finish.
• IRL Filter Foundation Medium-to-full coverage foundation enriched with niacinamide designed to pair with the IRL Filter Concealer.
• Revolution Reloaded Highlighter Intensely pigmented powder highlighter with a high-impact shimmer finish; cruelty-free and vegan.
• Makeup Revolution Mega Bronzer Ultra-matte, super-sized bronzer compact for light to deep skin tones, providing natural matte warmth or contour for face application.
• IRL Soft Focus 2 in 1 Powder Dual-ended powder combining pressed powder for touch-ups with loose powder for setting and baking, designed to mattify skin and reduce oil without under-eye creasing.
• Revolution Pro Miracle Cream Primer/moisturizer hybrid with SPF properties and peptides; available in 50ml and 100ml sizes.
• Revolution Skincare Comprehensive skincare line including moisturizers, serums, cleansers, eye creams, toners, SPF, masks, body care and skincare tools, addressing concerns like dry skin, oily skin, sensitive skin, acne, anti-aging and dark spots.
• Revolution Haircare Haircare range including shampoo, conditioner, styling treatments, hair colour, accessories, electrical tools and brushes, featuring Revolution Bond Plex for hair repair and scalp care.
• Beauty Advent Calendars Seasonal advent calendar products with curated collections of beauty, skincare and makeup items, including the Revolution Beauty Makeup Advent Calendar and I Heart Revolution themed advent calendars.
• Revolution Gift Sets Curated gift collections including gifts for her, gifts for them, most wanted gifts, gifts under £10, stocking fillers and themed sets like the I Heart Revolution Cinnamon Swirl Gift Set.
• Rev Rewards Loyalty Program Customer loyalty and referral program offering rewards, exclusive offers, promotional codes, and £5 referral bonuses when referred friends spend £30 or more.
• Debenhams Group Brand Licensing Royalty-based licensing arrangement under which Revolution Beauty develops, manufactures and distributes beauty and fragrance ranges for Debenhams Group fashion brands PrettyLittleThing, Karen Millen and boohooMAN.

Quantifiable outcome

• AI chatbot system reduced queries reaching human agents by nearly 60% compared to Black Friday 2024 and cut unresolved queries by 95%
• +2 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability2 records

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• Debenhams GroupcoreOEM/ Whitelabel/ Licensing Partner · 11 June 2026Royalty-based licensing partnership where Revolution Beauty develops, manufactures and distributes beauty and fragrance products for Debenhams Group fashion brands including PrettyLittleThing, Karen Millen and boohooMAN. First collections expected before Christmas, focusing on fragrance and gifting ranges. Revolution handles worldwide distribution while Debenhams receives royalty payments and retains approval rights over products and marketing. Classified as related party transaction under AIM rules due to Debenhams' status as substantial shareholder.
• CM.comcoreTechnology or Integration · 4 December 2025Technology partnership for AI-powered customer service automation. CM.com's Mobile Cloud Service powers Revolution Beauty's AI chatbots which handled nearly 25% of customer queries end-to-end during Black Friday weekend without agent handover. WhatsApp support through the platform resolved 29% of queries, up from 4% prior year. The system reduced human agent queries by 60% and cut unresolved queries by 95%.
• EvriminorOthersUK delivery and logistics partner providing standard and next-day delivery services through over 8,500 Parcel Shop locations including convenience stores and lockers. Eco-friendly delivery option with full tracking capability.
• DHLminorOthersInternational express shipping partner for European and global delivery, particularly used for orders over €150 to comply with new shipping restrictions in Europe.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Morphe: Influencer- and artist-driven affordable color cosmetics brand (formerly Forma Brands). Comparable on TikTok-driven marketing, eye/face palettes and creator-led assortment.
• KVD Beauty: Vegetal/cruelty-free, high-pigment color cosmetics brand now owned by KKR. Comparable vegan/cruelty-free positioning and TikTok-led marketing aimed at younger consumers.

Direct peers

• Rimmel London: Coty-owned British mass-market color cosmetics brand with comparable price points and broad retail distribution in UK/Europe. Strong UK geographic overlap with Revolution Beauty.
• e.l.f. Beauty: US-listed mass-market beauty company selling affordable makeup and skincare through DTC, mass retailers (Target, Walmart, Ulta) and Amazon. Closest direct comp to Revolution Beauty in price positioning, distribution model and growth profile.
• NYX Cosmetics: L'Oréal-owned mass-market color cosmetics brand focused on affordable makeup for Gen Z, sold through drugstores, mass retailers and DTC. Directly comparable in target consumer, product range and price tier.
• The Ordinary (DECIEM): Estée Lauder-owned affordable skincare and hybrid skincare-makeup brand built on ingredient-led, transparent pricing. Comparable on affordability, cruelty-free positioning and Gen Z/Millennial consumer base.

Broad incumbents

• Maybelline: L'Oréal's flagship mass-market color cosmetics brand with global scale across drugstores, mass and grocery. Comparable in mass-market positioning but materially larger scale and broader geographic footprint.
• Coty Inc. Global beauty conglomerate owning CoverGirl, Max Factor, Rimmel and fragrance houses. Competes directly through its consumer-beauty portfolio and has similar exposure to mass retail and the UK market via Rimmel.
• Charlotte Tilbury: Puig-owned prestige/masstige beauty brand. Comparable in TikTok-led launches, broad retail (Sephora, Ulta) and rapid product cycles, though priced above Revolution Beauty's core mass tier.

Others

• BH Cosmetics: US affordable color cosmetics brand acquired by Revolution Beauty in Feb 2022 out of Chapter 11. Now a wholly-owned subsidiary but historically a direct peer in the affordable, US-targeted color cosmetics segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/makeuprevolution1/videos
• Facebookfacebook.com/makeuprevolution
• LinkedInlinkedin.com/company/revolutionbeauty
• Instagraminstagram.com/makeuprevolution
• TikToktiktok.com/@makeuprevolution
• Pinterestuk.pinterest.com/makeuprevolution

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries5 records

Funding overview

Funding rounds3 records

Investors1 record

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

M&A1 record

Investments

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

Frequently asked questions about REVOLUTION BEAUTY