Rimmel London

Rimmel London is a historic and iconic cosmetics brand founded in 1834, known for its vibrant, trendsetting beauty products inspired by the dynamic and diverse spirit of London. The brand emphasises self-expression and encourages everyone to experiment with makeup to authentically express themselves without fear of judgement.

Rimmel offers a wide range of makeup products, including foundation, powder, concealer, bronzer, highlighter, primer, contour, and blush, as well as extensive eye makeup products like mascaras, eyeshadows, eyeliners, and brow products. Their products are designed to innovate and help users push their beauty boundaries, embodying what they call “The London Look”.

Short history of Rimmel London

Rimmel London is a British cosmetics brand founded in 1834 by Eugène Rimmel, a French-born perfumer who moved to London with his family. The brand originated as a perfumery on Bond Street, London, established by Eugène and his father, Hyacinthe Mars Rimmel, who was a celebrated French perfumer trained under Pierre-Francois Lubin, perfumer to Empress Josephine. Eugène Rimmel, who took over the family business in 1842, was a pioneering entrepreneur and innovator in cosmetics. He introduced several groundbreaking products, such as the first non-toxic mascara (at a time when mascaras contained mercury), scented pomades, mouth rinses, and even creative marketing ideas like mail-order catalogues and perfumed Valentine’s cards. His innovative fragrance fountain at the Great Exhibition of 1851 gained him royal recognition, including becoming the official royal perfumer to Queen Victoria, and earning multiple royal warrants from European heads of state.

After Eugène Rimmel died in 1887, his sons expanded the brand internationally, especially with their popular mascaras, which became so iconic that “Rimmel” is synonymous with mascara in several languages. Post-World War II, Rimmel was acquired by a London advertising agency that capitalised on the cosmetics boom, introducing modern packaging and self-selection dispensers.

Today, Rimmel London is one of the UK’s best-selling cosmetics brands and is sold worldwide, known for translating the “London Look” into accessible, trendy makeup products. Owned by Coty Inc., Rimmel London continues to be a leader in accessible, mass-appeal beauty products that reflect the edgy, playful, and authentic vibe of London’s streets, aiming to empower individuals worldwide to define their own beauty.

In recent years, Rimmel London has undergone significant brand updates, including a major global rebrand in 2024, marking the largest in its 190-year history, reflecting its ongoing commitment to innovation and contemporary beauty trends.

What is Rimmel London all about?

Rimmel London’s philosophy centres on self-expression and individuality through makeup. The brand believes that everyone should be able to experiment with makeup and be their authentic self without fear of judgement or shame. Rimmel encourages people to push their beauty boundaries and express who they truly are, reflecting a spirit of boldness, creativity, and inclusivity. This ethos is deeply rooted in its London heritage, a city known for its unique and diverse style. Rimmel London embraces makeup as a creative tool to celebrate inner beauty and individuality, promoting freedom and confidence in personal style. The brand’s campaigns and partnerships, such as with global brand ambassador Maya Jama and street artist Indie184, reinforce this philosophy by highlighting self-expression, diversity, and the idea that beauty is an art form.

Rimmel also actively engages in social causes, partnering with organisations like The Cybersmile Foundation to combat beauty-related cyberbullying and promote positive self-image. They encourage users to engage with their content by following hashtags like #RimmelLondon and participating in trend challenges.

What do they have to offer?

Rimmel London offers a comprehensive and diverse range of cosmetics, covering all major makeup categories.

Their product lineup is known for being innovative, high-quality, and affordable, catering to a wide variety of skin tones, types, and personal preferences.

The brand is recognised for several popular products, such as the Stay Matte Primer, Provocalips liquid lipstick, and Kate Moss lipsticks, which have received positive reviews for quality and affordability.

Their Kind & Free line is focused on clean, plant-based, and vegan-friendly formulas, including foundations, powders, concealers, nail polishes, and tinted balms.

The Lasting Finish line is known for long-wear foundations, lipsticks, and primers, and Scandaleyes is popular for high-impact mascaras and eye products.

Moisture Renew lipsticks offer intense colour and moisturising properties, and Super Gel nail polishes have a salon-quality, gel-like finish without UV lamps.

What is the user experience like?

Rimmel London’s site is a blend of cutting-edge technology, user-centric features, and a strong, inclusive brand identity, ensuring it remains relevant and engaging for its global, trend-conscious audience.

The website is designed to showcase their makeup products, trends, and latest looks in a visually engaging and user-friendly manner.

A clean layout is there with clear navigation menus that categorise products by type, such as face, eyes, lips, and new arrivals.

Interactive elements like the “Virtual Try On” tool enable users to try makeup products virtually to find suitable colours. Product pages are detailed with multiple images, shade selectors, ingredient lists, application instructions, and links to purchase from retailers.

Their site is optimised for mobile devices, reflecting the browsing and purchasing habits of Rimmel’s predominantly young customer base. The mobile-first ethos ensures that content is prioritised and accessible across all devices.

Rimmel London maintains a strong presence across various social networks, where they post a variety of content, including makeup tutorials, product showcases, influencer collaborations, nail tutorials, and behind-the-scenes footage.

What are the prices like?

Rimmel London does not list specific prices directly on their official website pages for their makeup products, and the website focuses on product features, shades, and collections rather than direct sales pricing.

To find exact prices for Rimmel London products, you would typically need to check third-party retailers, drugstores, or e-commerce platforms where Rimmel products are sold, as prices can vary by seller and region.

What are their shipping options?

Rimmel London’s official websites for different regions primarily focus on showcasing their makeup products, trends, and brand philosophy.

For specific shipping information such as costs, delivery times, or international shipping options, it is recommended to visit the retailers, drugstores, or e-commerce platforms which offer their own shipping policies, including fast and sometimes free shipping like Amazon as one example.

Conclusion!

Rimmel London has nearly two centuries of innovation in perfumery and cosmetics, starting from a family-run perfumery in 19th-century London to becoming a global beauty brand renowned for its pioneering products and iconic British style.

The brand continues to empower people to define their own beauty through fearless, creative makeup choices that reflect their true selves.

Rimmel London’s site design is driven by the needs of a youthful, mobile-savvy audience, with a strong focus on flexibility, global consistency, and interactive features that enhance the beauty shopping experience.

Rimmel London offers a range of affordable, generally effective makeup products with some standout items, especially in foundations, primers, and lipsticks.

However, users should be aware of issues like flashback with SPF foundations, some lip product drawbacks, and occasional limitations in shade range and concealer performance.