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.
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.
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.
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.
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.