The history of Rimmel began in 1834, when Eugène Rimmel and his father, Hyacinthe-Mars Rimmel, established the House of Rimmel in London. Coming from a family background in perfumery, Eugène built his career in the city and eventually became a significant figure in the development of modern cosmetics.3

The beauty industry of the 19th century differed markedly from today’s market. Many cosmetic preparations were relatively crude, costly, or potentially unsafe. Historical accounts of Rimmel highlight Eugène’s efforts to create more refined and accessible hygiene and cosmetic products.

A central element of his legacy was mascara. Rimmel notes that Eugène developed an early non-toxic mascara and helped make eye cosmetics available to a much wider audience. By the time of his death in 1890, the name Rimmel had become so synonymous with the product that rimmel was used as a generic term for mascara in several languages.4

This historical contribution underscores the brand’s significance: Rimmel played a key role in popularising mascara as a mainstream cosmetic product.

Eugène Rimmel is the central historical figure behind the brand. He was not merely a perfumer but became known for integrating:

• Cosmetic innovation
• Product development
• Marketing
• Packaging and presentation
• Mass-market accessibility
• London-inspired branding

Historical records describe him as an inventor, innovator, and marketing pioneer who helped transform cosmetics from specialised luxury items into products marketed to a broader audience.

His influence is particularly notable because the Rimmel name endured long after his death, eventually evolving into an international consumer cosmetics brand.

Over its long history, Rimmel evolved from a London-based perfumery and cosmetics house into a comprehensive beauty brand. Its heritage encompasses products beyond modern makeup, including perfumes, hygiene products, and cosmetics. This early success established a lasting association between the Rimmel name and beauty.

During the 20th and 21st centuries, the brand became increasingly identified with mass-market colour cosmetics rather than traditional perfumery. Today, its portfolio focuses on products such as:

• Mascara
• Eyeliner
• Eyeshadow
• Foundation
• Concealer
• Powder
• Bronzer
• Blush
• Lipstick
• Lip gloss
• Lip liner
• Makeup primers
• Setting products

The current product range continues to emphasise accessible makeup designed for everyday use and creative experimentation.5

London is arguably the most critical element of Rimmel’s brand identity. The company utilises the city not merely as a place of origin but as a creative and cultural reference point. The brand describes London as its “playground,” associating the city with rule-breaking, diverse styles, experimentation, and individuality.5

This has resulted in a distinctive positioning:

Rimmel = London + makeup + individuality + experimentation

Rather than presenting itself primarily as an elegant or luxurious beauty house, Rimmel historically cultivated an image that was young, urban, fashionable, rebellious, and accessible. This distinction is significant when comparing Rimmel with prestige brands such as Chanel, Dior Beauty, Estée Lauder, or Lancôme.

Rimmel’s current philosophy centres on self-expression. Its official positioning includes three key pillars:

Dare to Experiment

Rimmel encourages consumers to experiment with shades, textures, eye makeup, and different looks rather than adhering to a single definition of beauty.6

True to You

The brand presents makeup as a medium for expressing individuality. Makeup is viewed not as a means to conform to a uniform standard, but as a way to communicate personality and identity.7

Live It London

London serves as the brand’s cultural shorthand for freedom, experimentation, energy, and individual style.8

Collectively, these concepts define Rimmel’s modern brand personality: bold, youthful, urban, accessible, experimental, and individualistic.

Rimmel is primarily a colour cosmetics brand.

Face

Face products include foundations, concealers, powders, bronzers, primers, and other complexion items. Recent launches include the Multi-Tasker Concealer, which Rimmel describes as crease-proof, transfer-proof, waterproof, and capable of providing up to 24 hours of wear and hydration.9

Eyes

Eye makeup is one of Rimmel’s historically significant categories. The range comprises:

• Mascara
• Eyeliner
• Eyeshadow
• Brow products

Recognisable product families include Scandal’Eyes Mascara and Magnif’eyes Eyeshadow Palettes.10

Lips

Rimmel maintains a substantial lip portfolio, including:

• Lipstick
• Liquid lipstick
• Lip gloss
• Lip liner

The current assortment features products such as Oh My Gloss! and Lasting Mega Matte Liquid Lip.11

Mascara holds particular importance in Rimmel’s heritage. The brand’s historical narrative states that Eugène Rimmel pioneered an early non-toxic mascara and helped make the product affordable and accessible. His name subsequently became closely associated with the product itself.12

This grants Rimmel a unique position in beauty history: Rimmel is not simply a company that has sold mascara for a long time; its founder played a role in establishing mascara as a recognisable consumer cosmetic. Modern Rimmel continues to prioritise mascara within its portfolio, featuring products such as Scandal’Eyes alongside newer launches.

Rimmel became particularly recognisable through its association with the concept of the “London Look.” This aesthetic positioned London itself as fashionable, confident, slightly rebellious, and open to experimentation, differentiating Rimmel from traditional beauty advertising that often emphasised polished glamour or luxury.

The brand’s marketing has historically featured prominent models, musicians, and celebrities to embody this identity. A notable example is Kate Moss, whose association with Rimmel reinforced its fashionable British image. Over time, Rimmel has continued to utilise personalities and cultural collaborations to communicate individuality and contemporary London style.

Rimmel is generally positioned in the mass-market and affordable makeup segment. Its strategy combines fashion, trend awareness, innovation, and affordability. This distinguishes it from prestige brands like Dior Beauty or Chanel Beauty, which typically compete through luxury positioning, heritage, exclusivity, and premium pricing. Rimmel instead aims to make current beauty trends accessible to ordinary consumers.

Coty describes Rimmel as being at the forefront of innovative beauty products with mass appeal, originating in London and exported internationally.13

Rimmel is owned by Coty Inc., one of the world’s major beauty companies. Rimmel sits within Coty’s Consumer Beauty division, alongside brands such as CoverGirl, Max Factor, and Sally Hansen.

Coty provides Rimmel with corporate infrastructure for:

• Product development
• Manufacturing
• Distribution
• International marketing
• Retail relationships
• Global brand management

In turn, Rimmel provides Coty with a recognisable British mass-market makeup brand possessing strong heritage in London and colour cosmetics.

Although fundamentally a London-born British brand, Rimmel operates in international markets. The brand describes itself as one of the world’s oldest cosmetics brands, with more than 180 years of history and availability in more than 80 countries.14

Its international identity retains its British heritage even in foreign markets; London itself becomes part of the product’s cultural appeal. Consequently, Rimmel sells not only makeup but also an idea of London-inspired individuality.

Rimmel states that it does not test its products on animals and does not sell in countries or regions where cosmetic animal testing is required. The brand has also stated that it is Leaping Bunny approved by Cruelty Free International, a certification involving audits of supply chain and ingredient sourcing. This aligns the brand with contemporary consumer expectations regarding ethical beauty.

Rimmel has increasingly incorporated themes of inclusivity, individuality, and freedom of expression into its communications. A notable campaign initiative was “I Will Not Be Deleted,” developed around the issue of beauty-related cyberbullying. Rimmel partnered with The Cybersmile Foundation to raise awareness about online abuse and encourage self-expression without fear of judgement.

This represents an evolution in the brand’s communication. While historically expressed through fashion and makeup, Rimmel’s rebelliousness now also encompasses individual identity, authenticity, inclusivity, online self-expression, and opposition to beauty-related judgement.

If described as a person, Rimmel’s personality would likely be characterised as follows:

These traits distinguish Rimmel from traditional British luxury or heritage beauty brands.

Rimmel occupies a distinct middle ground in the cosmetics industry, with its primary competitive territory being affordable, fashionable makeup. Conceptual competitors include:

• Maybelline
• L’Oréal Paris
• Max Factor
• Revlon
• e.l.f.
• NYX Professional Makeup
• CoverGirl

However, Rimmel’s strongest point of differentiation remains its London heritage. For comparison:

• Maybelline → New York / American fashion culture
• L’Oréal Paris → Paris / French beauty
• Rimmel → London / British street and fashion culture

This geographical identity provides the brand with a highly recognisable cultural personality.

Rimmel’s significance can be summarised through several key points:

Exceptional longevity

Founded in 1834, it predates many famous modern cosmetics companies by decades.

Popularisation of mascara

Eugène Rimmel’s work contributed to the development and popularisation of modern eye cosmetics.

Democratisation of cosmetics

The company historically emphasised making beauty products accessible beyond an elite luxury audience.

Connection to popular culture

Rimmel’s London identity, fashion associations, celebrity campaigns, and trend-focused marketing helped integrate makeup into everyday cultural expression.

London as a brand asset

Rather than merely stating “Made in London,” Rimmel built much of its identity around the idea of London itself.

As of 2026, Rimmel remains a Coty Consumer Beauty brand and continues to develop mass-market makeup. Current launches span complexion, mascara, lip products, primers, setting products, and other colour cosmetics. Its contemporary positioning continues to revolve around self-expression and the London identity, while product development addresses modern consumer demands such as long wear, transfer resistance, hydration, and multifunctionality.

Coty’s 2026 communications continue to identify Rimmel as one of its Consumer Beauty brands, indicating that the brand remains an active component of the company’s global cosmetics portfolio.

• 1834 — Eugène Rimmel and his father establish the House of Rimmel in London.
• 19th century — Rimmel develops perfumes, cosmetics, hygiene products, and pioneering eye makeup.
• Late 19th century — The Rimmel name becomes strongly associated with mascara.
• 20th century — Rimmel evolves into a broader cosmetics brand.
• Late 20th / early 21st century — The brand becomes increasingly associated with affordable, fashionable makeup and the London Look.
• 21st century — Rimmel expands its global presence and develops major marketing campaigns around individuality and self-expression.
• 2020s — The brand emphasizes inclusivity, experimentation, cruelty-free positioning, and makeup for everyday life.
• 2026 — Rimmel continues operating under Coty as a global Consumer Beauty brand, with new complexion, eye, lip, and makeup-prep products.

1. About Rimmel | Rimmel London
2. Rimmel – Consumer Brand – Coty
3. BRAND HISTORY ヒストリー | リンメル公式サイト | RIMMEL LONDON
4. Makeup Products, Trends and the Latest Looks | Rimmel London
5. Live YOUR London Look: Rimmel London Launches New Brand Positioning Championing Beauty for Real Life Moments
6. Rimmel London announces Adwoa Aboah as new global brand activist
7. About Rimmel | Rimmel London
8. Makeup Products, Trends and the Latest Looks | Rimmel London
9. Scopri il make up ispirato a Londra | Rimmel London
10. About Rimmel | Rimmel London
11. Sobre Rimmel | Rimmel London
12. À propos de rimmel london | Rimmel London
13. Rimmel – Marque grand public – Coty
14. Rimmel London | Live the London Look