Revlon
Revlon, Inc. is a global mass-market beauty and cosmetics company selling color cosmetics, skincare-makeup hybrids, hair color, nail products, and beauty tools through multi-channel retail and DTC e-commerce across 13+ countries. It serves mass-market women consumers through iconic sub-brands including PhotoReady, Super Lustrous, ColorStay, and Illuminance.
- Company typePublic
- Founded1932
- HeadquartersNew York, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Revlon does
Revlon, Inc. is a global mass-market beauty and cosmetics company founded in 1932, headquartered in New York, USA, and publicly traded on the New York Stock Exchange under ticker REV. The company sells color cosmetics, skin-caring makeup, hair color, nail products, and beauty tools through multi-brand sub-portfolios including PhotoReady, Super Lustrous, ColorStay, Illuminance, Anti-Aging, Glimmer, ColorSilk, and the wholly-owned Elizabeth Arden subsidiary (acquired 2016). Its underlying technology stack is anchored in proprietary formulation chemistry rather than software: Hyaluronic Acid and RealRush Heat + Ice Complex in lip serums, 100% natural Stevia Complex in PhotoReady Lift & Fill Skin Tint, antibacterial-coated vegan brushes, and spa-grade diamond grit in microdermabrasion wands. Digital tools such as the Foundation Finder and Lipstick Shade Finder support product discovery but are not described as AI-driven.
The business model is a classic B2C mass-market consumer goods model: revenue is generated through one-time unit sales of beauty products priced in tiered ranges (foundations and base products AUD $45-66, lip products AUD $15-21, eye and face products AUD $14-32, nail products from AUD $10, blush and highlighter AUD $16-21). Go-to-market combines direct-to-consumer e-commerce via localized brand-owned storefronts in 13+ countries (revlonanz.com, plus US, UK, Canada, France, Italy, Spain, Mexico, Argentina, South Africa, Hong Kong, and Japan), retail/physical storefront distribution, and wholesale channels. Customer segmentation is horizontal and consumer-facing, addressing women seeking accessible, high-quality beauty products, hair care consumers (ColorSilk ammonia-free line), and nail care consumers. Marketing relies on brand ambassadors (Madelyn Cline as Global Brand Ambassador, Delta Goodrem for Australia, Ashley Graham cap-collaborations) and a full-funnel social media presence across Instagram, Facebook, YouTube, TikTok, Pinterest, and Twitter, supplemented by content marketing and SEO. The customer base is broad consumer retail — millions of individual buyers globally — with no enterprise anchor accounts and no documented SMB or B2B segment.
Revlon firmographics
Firmographics- Name
- Revlon
- Legal name
- Revlon, Inc.
- Website
- https://revlonanz.com
- Company type
- Public
- Founded year
- 1932
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Revlon, Inc. is a global mass-market beauty and cosmetics company selling color cosmetics, skincare-makeup hybrids, hair color, nail products, and beauty tools through multi-channel retail and DTC e-commerce across 13+ countries. It serves mass-market women consumers through iconic sub-brands including PhotoReady, Super Lustrous, ColorStay, and Illuminance.
- Ownership category
- akta.pro rank
Where Revlon is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Revlon business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure
Revenue model
- Cosmetics and Beauty Products Sales: Revlon generates revenue through the sale of mass-market cosmetics including makeup (foundation, lipstick, mascara, eyeshadow), hair color, nail products, and beauty tools. Products are sold through direct e-commerce, retail partners, and wholesale distribution channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Foundation and base products ranging from AUD $45-66 |
| Unit Pricing | Pay-as-you-go | Lip products ranging from AUD $15-21 |
| Unit Pricing | Pay-as-you-go | Eye and face products ranging from AUD $14-32 |
| Unit Pricing | Pay-as-you-go | Nail products starting from AUD $10 |
| Unit Pricing | Pay-as-you-go | Blush and highlighter products from AUD $16-21 |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
Revlon product offering
Product offeringCore offering
Revlon is a global beauty manufacturer that develops, produces, and sells color cosmetics, hair color, hair care, nail care, and beauty tools through mass-market, prestige, salon, and direct-to-consumer channels. The company operates a portfolio of owned beauty brands spanning mass-market and prestige price tiers, with products formulated using proprietary technologies such as long-wear ColorStay finishes and a Stevia-based hair care complex.
Product overview
Revlon is a cosmetics and beauty company offering a comprehensive portfolio of makeup, hair color, nail products, and beauty tools. The core product lines include the PhotoReady collection (camera-ready makeup that plumps, lifts, and blurs), Super Lustrous (iconic lipstick line dating to the 1950s, Australia's #1 lipstick), Illuminance (skin caring makeup combining cosmetic and skincare benefits), ColorStay (long-wearing, transfer-proof makeup), Anti-Aging (targeted wrinkle and line solutions), and Glimmer (shimmer and shine products). Supporting sub-brands include ColorStay Micro Eye Collection and Self-Care Essentials. The portfolio spans face makeup (foundations, concealers, powders, primers, blush, highlighter, bronzer), lip products (lipsticks, lip glosses, lip balms, lip liners), eye products (mascaras, eyeliners, eyeshadows, brow products), nail products, hair color (ColorSilk), and professional-grade beauty tools including brushes, skin care tools (volcanic rollers, microdermabrasion wands), and grooming accessories.
Differentiator
Problem solved
Functional benefit
Brands
- PhotoReady: Camera-ready makeup collection that plumps, lifts and blurs for a flawless finish
- Super Lustrous
- ColorStay
- Illuminance
- So Fierce
- ColorSilk
- Glimmer
Products and services
- PhotoReady Collection A Revlon color cosmetics collection centered on photo-ready, light-diffusing makeup formulations aimed at everyday consumers seeking camera-friendly finish at mass-market prices.
- Super Lustrous Collection Revlon's longstanding mass-market lipstick line offering a broad shade range with moisturizing formulas for everyday wear.
- ColorStay Long-Wear Cosmetics Revlon's proprietary line of long-wearing, smudge-resistant color cosmetics including foundation, lipstick, eyeliner, and eye shadow formulated for extended wear throughout the day.
Quantifiable outcome
- Wrinkles appear visibly reduced in 4 weeks
- +2 more outcomes
Companies that use Revlon
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles1 record
Revlon technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Revlon partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered major, core and minor.
- Madelyn ClinemajorActress and personality Madelyn Cline serves as Revlon Global Brand Ambassador. She represents the brand's 'Live Boldly' messaging and appears in marketing campaigns for various Revlon products including Super Lustrous lipstick.
- NEST Center (Northeast Science & Technology)coreRevlon signed a lease to relocate its New Jersey-based Science and Innovation Lab to The Northeast Science & Technology (NEST) Center. This strategic move positions Revlon's R&D operations within a dedicated science and technology innovation hub, facilitating collaboration and access to cutting-edge research facilities.
- Delta GoodremmajorAustralian singer and actress Delta Goodrem is Australia's First Revlon Ambassador, representing the brand in the ANZ market with campaigns for products like the Revlon x Delta collection.
- Ashley GrahamminorModel and body positivity advocate Ashley Graham collaborated with Revlon on a limited edition Revlon X Ashley Graham Colorstay Gel Envy Longwear Nail Enamel collection, bringing her inclusive beauty perspective to the brand.
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
Revlon competitors and assessment
Company assessmentDirect peers
- Maybelline New York (L'Oreal): L'Oreal's mass-market color cosmetics flagship. Directly competes with Revlon across face, lip, and eye categories at similar accessible price points and is the dominant global share leader in mascara and lip.
- CoverGirl (Coty): Coty-owned mass-market color cosmetics brand with comparable product breadth across foundation, lip, eye, and nail. Competes head-to-head with Revlon in drugstores and mass channels in North America.
- Mary Kay Inc. Global direct-sales beauty company offering color cosmetics, skincare, and fragrance. Comparable product mix to Revlon, with a different (consultant-led) go-to-market model but overlapping consumer base.
- Avon Products (Natura &Co): Mass-market color cosmetics and personal care brand with global reach and a representative-led distribution model. Competes with Revlon in foundation, lip, and fragrance categories across multiple geographies.
- Wet n Wild (Markwins Beauty Brands): Mass-market value color cosmetics brand competing directly with Revlon at lower price points. Strong in younger consumer segments and drugstore channels.
- Max Factor (Coty): Coty-owned heritage mass-prestige color cosmetics brand with global distribution. Closely comparable heritage positioning to Revlon's classic lineup (e.g., Super Lustrous, ColorStay) and similar accessible price architecture.
Broad incumbents
- L'Oreal Paris: L'Oreal's mass-premium beauty megabrand spanning color cosmetics, hair color, and skincare. Overlaps with Revlon's portfolio while operating at greater scale with stronger R&D and DTC infrastructure.
- Coty Inc. Global beauty conglomerate owning CoverGirl, Max Factor, Sally Hansen, and prestige fragrance brands. Directly comparable diversified mass-prestige beauty portfolio structure to Revlon's Elizabeth Arden-inclusive lineup.
- Estee Lauder Companies: Global prestige beauty conglomerate owning MAC, Clinique, and Estee Lauder. Operates at higher price points but competes with Revlon for share of color cosmetics wallet and benefits from stronger DTC and global infrastructure.
Emerging players
- e.l.f. Beauty: Fast-growing digitally native mass beauty brand that has rapidly captured share in color cosmetics through aggressive pricing, TikTok-led marketing, and DTC strength. Represents the most disruptive competitor to Revlon's traditional mass positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Revlon social profiles
Digital presenceRevlon financial estimates
Financial estimateRevenue estimate
Valuation estimate
Revlon leadership team
Management profileNumber of profiles
Profiles1 record
Revlon subsidiaries and ownership
Company hierarchySubsidiaries1 record
Revlon funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Revlon M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Revlon
What does Revlon do?
Revlon is a global beauty manufacturer that develops, produces, and sells color cosmetics, hair color, hair care, nail care, and beauty tools through mass-market, prestige, salon, and direct-to-consumer channels. The company operates a portfolio of owned beauty brands spanning mass-market and prestige price tiers, with products formulated using proprietary technologies such as long-wear ColorStay finishes and a Stevia-based hair care complex.
Is Revlon a public or private company?
Revlon is a public company. It is classified as public and is currently operating.
When was Revlon founded?
Revlon was founded in 1932. It employs 1,001 to 5,000 people.
Where is Revlon based?
Revlon is headquartered in New York, United States, in the North America region.
How does Revlon make money?
One revenue line is on record: cosmetics and Beauty Products Sales.
Who are Revlon's main competitors?
Direct peers on record are Maybelline New York (L'Oreal), CoverGirl (Coty), Mary Kay Inc., Avon Products (Natura &Co), Wet n Wild (Markwins Beauty Brands) and Max Factor (Coty). Broad incumbents are L'Oreal Paris, Coty Inc. and Estee Lauder Companies. e.l.f. Beauty is listed as an emerging player.
Does Revlon have an API?
No public API is recorded for Revlon.