Where they've come from
SINCE 1834. 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 for the few? A hunger to find new boundaries and a need to re-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 tools to explore new versions of your look.
Where they're going
“LIVE IT LONDON. We’ve 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.” Founded in London, Rimmel’s always been inspired by this trend-setting city and its unique street style. The witty, edgy style synonymous with the city is not only the driving-force behind the brand’s beauty styles. Rimmel loves experimentation and having fun, which their high-quality products enable women to do. Known for their revolutionary mascaras (which were some of the brand’s first makeup products), the word “Rimmel” today means “mascara” in many languages!