Rimmel London

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.

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

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

• Mass market cosmetics
• Color makeup brand
• Clean beauty products
• Cruelty free makeup
• Virtual try on tools

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Operations, Personnel

Revenue model

1. 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

Core 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

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Cruelty Free InternationalcoreOthersRimmel 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

Direct 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

• Xx.com/rimmellondonus
• YouTubeyoutube.com/user/RimmelLondonUS
• Facebookfacebook.com/rimmellondon
• Instagraminstagram.com/rimmellondonus
• TikToktiktok.com/@rimmellondon

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Rimmel London