Rimmel London - About Us

About Rimmel

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Dare to experiment

At Rimmel, we celebrate those who remix, blend and boldly make beauty their own. You’re not rebelling against societal norms or bucking the trends. You’re comfortable enough in your own skin to experiment and create what works for YOU.


Street beauty is an attitude that’s centered on a personal desire for authenticity. Take inspiration from the world around you to remix and make it into something all you own.

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Rimmel dares you to be your edgier self.

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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 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. 

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Rimmel's Statement On Animal Testing

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.