Rimmel London
Rimmel London is a nearly 200-year-old British mass-market color cosmetics brand (lip, eye, face, nail) owned by Coty Inc., selling through global e-commerce storefronts and retailers like Walgreens and Boots to mass-market, clean-beauty, and digitally engaged consumers.
- Company typePrivate
- Founded1834
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Rimmel London does
Rimmel London is a mass-market color cosmetics brand founded in 1834 and headquartered in London, United Kingdom. The company designs, manufactures, and sells makeup products for the lips, eyes, and face — including lipsticks, mascaras, foundations, eyeshadows, blushers, bronzers, primers, setting sprays, concealers, and nail products — through its own portfolio of country-specific e-commerce storefronts (rimmellondon.com and regional domains) and through mass-market retailers such as Walgreens in the US and Boots in the UK, with active distribution across North America, Europe, Asia Pacific, Africa, and Latin America. The brand is wholly owned by Coty Inc. (NYSE: COTY), a US-domiciled beauty conglomerate, having been acquired in the 1990s; Coty's corporate disclosures and Delaware-law terms-of-service govern the entity. Rimmel London operates with a small core brand team (11-50 employees reported in the firmographic data) and relies on Coty for shared services, manufacturing, and global distribution.
The company's core product technology centers on long-wear formulations (e.g., the Lasting Finish 35HR Foundation claiming up to 35-hour wear) and a growing Multi-Tasker line of 3-in-1 combination products that merge primer, setting spray, mist, and bronzing functions into single SKUs. The Kind & Free sub-brand represents its clean-beauty vertical, formulated free from fragrance, mineral oils, and animal-derived ingredients with minimum 70% natural-origin content, paired with recycled packaging (mascara at 74% recycled plastic) toward a stated 100% recyclable/reusable/compostable packaging target by 2025. Rimmel holds Cruelty Free International Leaping Bunny certification across its range and operates digital tools including virtual try-on experiences to support shade selection.
Rimmel's business model is a one-time-purchase consumer goods model: revenue is generated through unit sales of branded cosmetics at mass-market price points via owned e-commerce and third-party retail, with no subscription or licensing revenue disclosed. Marketing is concentrated on social-first content (Instagram, TikTok, YouTube tutorials, Pinterest) and the #LiveTheLondonLook user-generated content campaign. The primary customer segments are mass-market beauty consumers seeking affordable trend-driven looks, clean-beauty consumers, and digitally engaged consumers seeking virtual try-on and tutorial content. In September 2025, WWD reported that parent Coty Inc. was exploring the potential divestiture of Rimmel alongside CoverGirl and Sally Hansen, though no transaction had been formally announced at the time of the report.
Rimmel London firmographics
Firmographics- Name
- Rimmel London
- Legal name
- Rimmel London
- Website
- https://rimmellondon.com
- Company type
- Private
- Founded year
- 1834
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Rimmel London is a nearly 200-year-old British mass-market color cosmetics brand (lip, eye, face, nail) owned by Coty Inc., selling through global e-commerce storefronts and retailers like Walgreens and Boots to mass-market, clean-beauty, and digitally engaged consumers.
- Ownership category
- akta.pro rank
Rimmel London industry classification
Industry- Product category
- Color Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer) (CRABACAB)
- akta.pro secondary industries
- Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC), Makeup Primers & Setting (Face/Eye Primer, Setting Spray, Setting Powder, Fixers) (CRABACAE), Body & All-Over Color (Body Makeup, Leg/Body Tint, Glitter, Shimmer Oils) (CRABACAG), Nail Color & Nail Art (Polish, Gel, Dip, Press-ons, Nail Art Color) (CRABACAD)
Keywords
Where Rimmel London is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Rimmel London business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Operations, Personnel
Revenue model
- Consumer Beauty Products: One-time purchase model for makeup products including lipsticks, mascaras, foundations, eyeshadows, primers, and nail products sold through retail and e-commerce channels
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Rimmel London product offering
Product offeringCore offering
Rimmel London manufactures and sells mass-market color cosmetics for lips, eyes, and face, including lipsticks, mascaras, foundations, eyeshadows, concealers, blushers, bronzers, primers, and nail products. The brand offers both everyday and trend-driven makeup through its own website and major retailers, with a dedicated Kind & Free sub-line for clean/vegan beauty.
Differentiator
Problem solved
Functional benefit
Brands
- Kind & Free: Clean makeup collection that is 100% vegan, free from fragrance, mineral oils, and animal-derived ingredients. Represents Rimmel's entry into clean beauty with products made with natural origin ingredients and recycled packaging.
Products and services
- Multi Tasker Turbocharged Glow Blush stick delivering a turbocharged glow finish for the face, marketed to mass-market beauty consumers seeking on-trend face color.
- Oh My Gloss! Butter Me Up Ultra-hydrating, buttery-texture lip gloss designed to leave lips silky-soft, nourished, and replenished.
- The Multi-Tasker Concealer Crease-proof, transfer-proof, waterproof liquid concealer providing up to 24 hours of wear and hydration for all-day face coverage.
- Lasting Mega Matte Liquid Lip Liquid lipstick formulated for a mega matte finish, part of Rimmel London's lasting-wear lip lineup.
- Multi Tasker All Day Grip & Breathable Primer Face primer providing all-day grip and breathable wear as a base for makeup.
- Multi Tasker Primer, Mist & Setting Spray 3-in-1 vegan face primer, mist, and setting spray formulated with cucumber and chamomile extracts in an oil-free base.
- Multi Tasker 3 in 1 Bronzing Stick Multi-use 3-in-1 bronzing stick for sculpting, bronzing, and glowing with an ultra-blendable creamy vegan formula containing Vitamin C, Vitamin E, and light-reflective pigments.
- Lasting Finish Satin Lipstick — 90S Nude Collection Satin-finish lipstick in shades from the 90s nude collection.
- Thrill Seeker Lip Latex Extreme 3D latex-shine lipstick formulated with hyaluronic acid for high-impact lip color.
- Lasting Finish 8HR Lip Liner Lip liner with an 8-hour lasting formula for defining lip shape.
- High'Light Powder Highlighter powder used to add luminosity to the face.
- Wonder'Last Brow Long-lasting brow product designed for all-day wear.
- Wonder'Extension Mascara Mascara designed to deliver an extension/lengthening lash effect.
- Natural Bronzer Bronzer powder formulated with minerals to give a sunkissed glow, available in multiple shades including 020 Sunshine, 021 Sun Light, 022 Sun Bronze, and 027 Sun Dance.
- Stay Matte Loose Setting Powder Loose setting powder formulated to control shine and set makeup.
- Lasting Finish 35HR Foundation Long-wear foundation providing up to 35 hours of wear, positioned as a hero face product in Rimmel London's range.
- Multi-Tasker Better Than Filters Multi-tasking face makeup product positioned as a filter-effect alternative within the Multi-Tasker family.
- Wonder'Bond Mascara Mascara designed around a bonding effect, part of the Wonder mascara lineup.
- Scandaleyes Mascara Best-selling mascara in Rimmel London's eye lineup, recognized for bold lash impact.
- Magnif'eyes Eyeshadow Palette Multi-shade eyeshadow palette, including the Spice Edition, marketed as a hero eye product.
- Stay Glossy Best-selling lip gloss in Rimmel London's lip lineup, focused on glossy lip finish.
- Kind & Free Clean Beauty Line Sub-brand line of clean, vegan, cruelty-free makeup formulated without fragrance, mineral oils, or animal-derived ingredients and packaged with recycled materials, targeted at conscious beauty consumers.
Quantifiable outcome
- Lasting Finish 35HR Foundation provides up to 35 hours of wear
- +1 more outcomes
Companies that use Rimmel London
Customer profileSegments3 records
Ideal customer profiles3 records
Rimmel London technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Rimmel London partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Cruelty Free InternationalcoreRimmel London is approved under the Cruelty Free International Leaping Bunny Programme, certifying that the brand does not test on animals and is committed to ending animal testing across the beauty industry. This certification serves as a core brand differentiator for the clean beauty line.
Scale indicators2 records
Recent moves5 records
Expansion highlights6 records
Rimmel London competitors and assessment
Company assessmentDirect peers
- Bourjois Paris: European heritage mass-prestige color cosmetics brand with a similar Parisian-fashion-meets-mass-market positioning and overlapping product range in face, eye, and lip.
- Revlon: Iconic mass-market color cosmetics brand with overlapping product portfolio in lip, face, and nail categories; competes with Rimmel in drugstore and mass retail channels.
- Maybelline: L'Oréal-owned mass-market color cosmetics brand and Rimmel's closest direct competitor; competes head-to-head in mascara, lip, face, and eye categories across drugstore and mass-retail channels globally.
- CoverGirl: Coty sister brand with overlapping mass-market color cosmetics positioning and shared distribution channels; competes with Rimmel in US drugstores and is reportedly being shopped alongside Rimmel in Coty's divestiture process.
- NYX Professional Makeup: L'Oréal-owned mass color cosmetics brand targeting younger, digitally engaged consumers; competes directly with Rimmel in lip, eye, and face categories at accessible price points.
- L'Oréal Paris: Flagship mass-prestige color cosmetics line from L'Oréal competing with Rimmel across face, eye, and lip categories globally, including in the same drugstore and mass retail fixtures.
- Max Factor: Heritage mass-market cosmetics brand with similar Hollywood/film-inspired positioning to Rimmel; directly comparable in target consumer, price tier, and global drugstore distribution.
- Milani: US-based mass color cosmetics brand with comparable price positioning and shade-range inclusivity strategy, competing with Rimmel across face, lip, and eye categories in drugstore and mass retail.
- Wet n Wild: Value-tier mass color cosmetics brand competing with Rimmel on accessible price points, particularly in lip, eye, and face categories across drugstore and mass channels.
- e.l.f. Cosmetics: Digital-first mass beauty brand that has rapidly gained share in the same color cosmetics categories as Rimmel, particularly among Gen Z consumers, and competes aggressively on price, trend velocity, and social media engagement.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Rimmel London social profiles
Digital presenceRimmel London financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rimmel London leadership team
Management profileNumber of profiles
Rimmel London funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rimmel London 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 Rimmel London
What does Rimmel London do?
Rimmel London manufactures and sells mass-market color cosmetics for lips, eyes, and face, including lipsticks, mascaras, foundations, eyeshadows, concealers, blushers, bronzers, primers, and nail products. The brand offers both everyday and trend-driven makeup through its own website and major retailers, with a dedicated Kind & Free sub-line for clean/vegan beauty.
Is Rimmel London a public or private company?
Rimmel London is a private company. It is classified as corporate owned and is currently operating.
When was Rimmel London founded?
Rimmel London was founded in 1834. It employs 11 to 50 people.
Where is Rimmel London based?
Rimmel London is headquartered in London, United Kingdom, in the Europe region.
How does Rimmel London make money?
One revenue line is on record: consumer Beauty Products.
Who are Rimmel London's main competitors?
Direct peers on record are Bourjois Paris, Revlon, Maybelline, CoverGirl, NYX Professional Makeup, L'Oréal Paris, Max Factor, Milani, Wet n Wild and e.l.f. Cosmetics.
Does Rimmel London have an API?
No public API is recorded for Rimmel London.
What industry is Rimmel London in?
Rimmel London's product category is Color Cosmetics. Its primary akta.pro industry code is CRABACAB, Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer), with a secondary code of CRABACAC, Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint). Its NAICS code is 45612 and its SIC code is 2844.