About Rimmel

Rimmel is the UK's #1 makeup brand click here to see our substantiation.

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

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.

Find Your Edge

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

I Will Not Be Deleted

At Rimmel London, we believe that everyone should be able to experiment and express themselves with make-up and be their authentic self, without the fear of judgment, criticism or shame. That’s why we commissioned a global study to understand the issue and partnered with The Cybersmile Foundation, in order to spread awareness and stand up to beauty cyberbullying. Find out more.


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 the tools to explore new versions of your look.


Animal Testing

At Rimmel, we do not test our products on animals and we are committed to ending animal testing across the beauty industry. Rimmel is not sold in any countries or areas where the testing of cosmetic products on animals is required. For more than 25 years, our parent company, Coty, has been developing methods that provide a clear alternative to animal testing. For example, Coty now uses innovative predictive assessment tools such as in vitro, in silico models and molecular modelling systems which deliver realistic testing conditions. Coty has partnered with Cruelty Free International (CFI) to play our part in ending all animal testing in the beauty industry and has achieved Leaping Bunny approval by Cruelty Free International for one brand already. This involves a rigorous audit of the brand’s supply chain and ingredients and is considered the global gold standard for cosmetics and personal care products. Coty is continuing to work with Cruelty Free International to explore approval for our other brands. For more information on the Leaping Bunny approval and Cruelty Free International, please visit their website.