RIMMEL, LIVE THE LONDON LOOK!

For young people around the world beauty is about experimentation. They are beauty experts who know where to go to for inspiration and information. But, they are not yet experts in themselves. They are experimenting with every aspect of their lives, from how they look to where they work and how they live.

There’s not one single look, it is whatever you want it to be. The London Look is an attitude, a way of live, a vibe. An attitude that celebrates individuality, self expression and boldness.

 

HISTORY OF RIMMEL

What makes a young perfumer leave his country with his young family to set out on his own in London? What makes him create the first non-toxic mascara then sell it so all could afford it rather than cash in on a luxury forthe few? A hunger to find new boundaries and a need tore-invent himself.

When Eugene Rimmel and his father set up the House of Rimmel in 1834 beauty was a different game. Perfumes were called vinegar, mascara was made with mercury and marketing meant a stand at a fair. By the time Eugene died in 1890 Rimmel was the dictionary definition of mascara across the world, he had pioneered hygiene products and cosmetics and turned beauty into art. 

It is this constant need to push boundaries that fuelled the brand for the next one hundred years, that kept us innovating to re-shape convention, create new looks, to give you the tools to explore new versions of your look. 

 

DARE TO EXPERIMENT

The passion we have inside is for you to wear outside. We’re not here to define your look. We innovate to take you there. Every shade, texture and eye flick dares you to find your beauty boundaries. Then stride beyond them.

 

TRUE TO YOU

Self-expression. It’s what makes you, you. That’s why we love make-up.It let’s us be who we want to be.

 

LIVE IT LONDON

Rimmel has been in the business of self-expression since 1834. London became our playground. A perfect match. London makes its own rules. Its own colours. It gets down. And dirty. But does it with a wink and a smile.

 

FIND YOUR EDGE

Everyone has a right to express themselves, we just choose different make-up to do it.

 

NO TO ANIMAL TESTING

We do not perform, nor do we ever commission any third parties on our behalf to perform, testing of our products or ingredients on animals, except where required by law.