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Industry Cosmetics
Founded 1834
Founder Eugène Rimmel
Headquarters London, England
Key people
Bernd Beetz (CEO)
Parent Coty, Inc.
Website http://rimmellondon.com

Rimmel (commonly known as Rimmel London) is a British cosmetics brand, now owned by Coty, Inc. The House of Rimmel was originally founded by Eugène Rimmel as a perfumery in 1834 in Regent Street, London, England.[1]

Within a year of opening, Eugène Rimmel came to create many make-up products including his best-known: mascara, giving rise to the term 'rimmel' being used to mean 'mascara' in many Mediterranean languages. With his creative success in these products, Rimmel London began producing make-up products, including pomades and mouth rinses. Today, Rimmel London is one of the world's most popular make-up producers.

Rimmel's motto is Get the London Look.

'Faces' of Rimmel[edit]

In the past, Rimmel was modelled by ITV's Holly Willoughby.

The current faces of Rimmel are Kate Moss alongside Sophie Ellis-Bextor, Lily Cole, and Ayumi Hamasaki.[2] It was announced in October 2009 that Jerry Hall, Mick Jagger's daughter Georgia May Jagger and Canadian supermodel Coco Rocha were set to join to the line up of Rimmel London spokeswomen.[3] Within days of Rocha's first campaign release, Rimmel announced that they had signed Zooey Deschanel, Solange Knowles and Alejandra Ramos Munoz would help the brand launch into the global marketplace.[4]

Ads featuring Jagger and Moss were banned from British magazines and television after the Advertising Standards Authority found them to be misleading. The ads used false lashes.[5]


Rimmel products are available in pharmacies and supermarkets in Hungary, Argentina, Australia, Austria, Belarus, Belgium, Canada, China, Croatia, Czech Republic, Denmark, Estonia, France, Germany, Indonesia, Ireland, Italy, Japan, Latvia, Lithuania, Malta, Mexico, Netherlands, Norway, Poland, Portugal, Russia, Saudi Arabia, Qatar, Slovakia, South Africa, South Korea, Spain, the UK, Ukraine and the US.[6]


External links[edit]