Foundation — 1932

REVLON was established in 1932, during the Great Depression. Charles Revson, his brother Joseph Revson, and chemist Charles Lachman developed a new type of nail enamel using pigments rather than the dyes commonly used in existing nail products. This innovation resulted in an opaque nail enamel available in a much broader range of fashionable colors. The founders recognized that nail color could serve as a fashion accessory rather than merely a beauty treatment.2

The name REVLON combines the surname Revson with the “L” associated with Charles Lachman. Initially selling through beauty salons, the company expanded its distribution to department stores and pharmacies by 1937, allowing it to grow rapidly beyond the professional salon market.3

Expansion into lipstick

In 1939, REVLON expanded beyond nail enamel into lipstick. A pivotal early marketing strategy involved coordinating lipstick colors with nail polish, establishing the concept of a matching lip-and-nail color look and turning cosmetics into a coordinated fashion statement.4 This approach became fundamental to the brand’s identity, connecting cosmetics with fashion, glamour, color, and personal expression rather than treating them solely as functional products.

Charles Revson was a highly influential figure in the development of the modern cosmetics industry. He understood that beauty products could be marketed through emotion and aspiration rather than just physical characteristics. REVLON developed memorable product names such as:

• Fire & Ice
• Cherries in the Snow
• Plum Lightning
• Moon Drops
• Ultima II

The company invested heavily in sophisticated advertising, fashion photography, and celebrity associations.5 This historical marketing helped establish an influential formula in beauty advertising: Product + fashion + personality + aspiration.

One of REVLON’s most famous campaigns was Fire & Ice, introduced in the 1950s. Combining lipstick, nail color, fashion photography, and celebrity imagery, the campaign featured work by photographers including Richard Avedon. This collaboration helped transform cosmetics advertising into something closer to fashion editorial photography.6 The campaign illustrates that the brand did not merely sell makeup but helped establish cosmetics as part of fashion culture.

After establishing itself in the United States, REVLON expanded internationally. By the early 1960s, the company had operations or subsidiaries in markets including France, Italy, Argentina, Mexico, and parts of Asia, while also expanding into fragrance.7 This international growth transformed REVLON from an American manufacturer into a global beauty brand. Today, Revlon Consumer Products states its portfolio reaches consumers in more than 150 countries.8

A significant fragrance launch for REVLON was Charlie, introduced in 1973. Positioned around the image of the independent modern woman, Charlie reflected changing attitudes toward women’s independence during the 1970s and became a major international success.9 The campaign demonstrated the company’s ability to sell a lifestyle and identity alongside a fragrance.

Over subsequent decades, REVLON expanded beyond traditional makeup. Its portfolio eventually included color cosmetics, lipstick, nail products, hair color, hair care, skincare, fragrances, beauty tools, deodorants, personal care items, and professional salon products. The company also developed and acquired other beauty brands. A particularly important acquisition was Elizabeth Arden in 2016, which significantly expanded REVLON’s presence in skincare and prestige fragrances.10

While REVLON is the flagship name, the wider corporate portfolio has included numerous brands.

Revlon

The core consumer beauty brand is associated with foundation, concealer, lipstick, lip gloss, mascara, eyeliner, nail products, and beauty tools. Major product franchises include ColorStay and Super Lustrous.11

Revlon ColorSilk

ColorSilk is REVLON’s home hair-color line, marketed as an affordable at-home product. The company describes it as having been on the market for more than 50 years.12

Revlon Professional

This division focuses on professional hair and salon products rather than primarily consumer makeup.

Elizabeth Arden

The acquisition of Elizabeth Arden brought a major prestige-beauty business encompassing skincare, cosmetics, fragrance, and professional skincare.13

Other brands

The broader corporate portfolio has included names such as Almay, American Crew, Mitchum, Cutex, Elizabeth Taylor, Juicy Couture, Curve, John Varvatos, and Christina Aguilera. The exact portfolio has changed over time through acquisitions, divestitures, and licensing arrangements.14

Color cosmetics

This remains one of REVLON’s strongest areas, covering lipstick, foundation, blush, eyeshadow, mascara, eyeliner, concealer, and nail color. The brand has historically positioned itself as a “color authority”, emphasizing fashionable shades and cosmetic innovation.15

Nail care

Nail enamel is the category that made REVLON famous. The original 1932 product was a nail enamel, and nail color remains a central part of the company’s identity.

Lip products

Lipstick became a major business segment shortly after founding. Super Lustrous is one of its best-known long-running lipstick franchises.

Hair color

Through Revlon ColorSilk, the company became a major participant in the home hair-color market.

Fragrance

REVLON has historically marketed both proprietary fragrances and those associated with celebrities and fashion brands, with Charlie being the most historically recognizable example.

Skincare

Through Elizabeth Arden and other businesses, REVLON expanded considerably into skincare and prestige beauty.

REVLON’s brand identity has historically centered around several core concepts:

• Glamour: Beauty is traditionally presented as glamorous, fashionable, and aspirational.
• Color: Color is the company’s defining heritage, stemming from its original breakthrough in cosmetic pigmentation.
• Fashion: From early coordinated looks to campaigns with fashion photographers, the brand frequently connects cosmetics with fashion.
• Individuality: Modern messaging emphasizes personal expression. The current mission describes its goal in terms of innovation, inclusion, and intention.16
• Accessibility: Unlike luxury houses, REVLON’s historical strength lies in the mass-market/accessible beauty segment.

Advertising has always been central to the business. Charles Revson aggressively used advertising to create a recognizable brand personality, associating REVLON with fashion magazines, professional photography, and celebrity endorsements.17 Over the decades, collaborations with prominent models and actresses helped the brand occupy a position between mass-market consumer goods and fashion culture, offering affordability alongside high-fashion glamour.

The 2016 acquisition of Elizabeth Arden was a pivotal development. Founded by Florence Nightingale Graham (known as Elizabeth Arden), the company had a distinct heritage in skincare, cosmetics, and fragrance. This acquisition broadened REVLON’s business substantially, particularly in prestige skincare and fragrance,18 creating a larger portfolio spanning different price points and consumer segments.

Despite strong brand recognition, REVLON faced significant financial challenges in the 2010s and early 2020s due to intense competition from celebrity-founded brands, direct-to-consumer businesses, social media marketing shifts, and changing retail dynamics. Carrying a substantial debt burden, REVLON filed for Chapter 11 bankruptcy protection in the United States in June 2022. Reports indicated the company listed between $1 billion and $10 billion in assets and liabilities, with debt issues aggravated by market competition.19

REVLON completed its restructuring and emerged from bankruptcy in May 2023. As part of this process, more than $2.7 billion of debt was eliminated, and control shifted to lenders.20 Crucially, the bankruptcy did not end the consumer brand; underlying businesses, trademarks, and international operations continued. Today, REVLON presents itself as a global beauty company with a portfolio of 15+ brands selling in over 150 countries.21

As of 2026, REVLON remains a major international beauty company. Its flagship brand operates across makeup, hair color, and beauty care, while the corporate group manages a broader collection including Elizabeth Arden and professional brands. The company describes itself as focused on innovation, quality, individuality, inclusion, consumer-driven development, and global distribution.

REVLON’s importance extends beyond its age; it fundamentally altered the business and culture of beauty:

1. Fashionable nail color: Transformed nail enamel into a multi-colored fashion product.
2. Coordinated looks: Established the matching lips-and-fingertips strategy.22
3. Sophisticated advertising: Pioneered the use of fashion photography and emotional branding.
4. Democratized glamour: Brought high-fashion imagery to mainstream retail channels.
5. Global recognition: Built enduring brands like ColorStay, Charlie, and Elizabeth Arden.

23

REVLON operates in a highly competitive market alongside companies such as L’Oréal, Estée Lauder, Coty, Maybelline, CoverGirl, e.l.f. Cosmetics, NYX, MAC, and Clinique. The competitive landscape has evolved significantly since the company’s founding, with traditional firms now competing via TikTok, Instagram, influencers, e-commerce, and direct-to-consumer channels. Adapting to this transformation was a key challenge prior to the 2022 bankruptcy.24

REVLON is a 1932-founded American beauty brand that helped turn cosmetics—especially nail color and lipstick—into fashion-driven consumer products, eventually developing into a global multi-brand beauty company known for accessible glamour, bold color, advertising innovation, and iconic products.

Corporate history and company information are available through Revlon Consumer Products, while the consumer-facing brand is at Revlon.com.25

1. Be Unforgettable – Our Story, Mission & Promise | Revlon – Revlon US
2. Who We Are – Revlon Consumer Products LLC
3. Our Founders – Revlon Consumer Products LLC
4. Our History – Revlon Consumer Products LLC
5. Revlon Consumer Products LLC
6. Our Brands – Revlon Consumer Products LLC
7. Table of Contents
8. Revlon files for bankruptcy as online competition takes toll | Euronews
9. Revlon emerges from bankruptcy after lender takeover By Reuters
10. Revlon’s road to bankruptcy By Reuters
11. Revlon Emerges From Bankruptcy After Lender Takeover | BoF
12. Revlon emerges from bankruptcy after lender takeover
13. sec.gov
14. Revlon cleared to exit bankruptcy with $2.7 billion debt reduction deal By Reuters
15. rev-20221231
16. Revlon reaches lender settlement, sends bankruptcy plan to vote
17. Revlon and key creditors strike deal, April bankruptcy exit By Reuters
18. Revlon and key creditors strike deal, April bankruptcy exit
19. Revlon gets court approval for $1.4 billion bankruptcy loan By Reuters
20. Revlon gets court approval for $1.4 billion bankruptcy loan | Euronews
21. Revlon borrows $375 million in bankruptcy to shore up supply chain By Reuters
22. rev-20211231
23. Revlon Press Release – May 10, 2021 – Revlon Consumer Products LLC
24. rev-20201231
25. sec.gov