Rimmel (commonly known as Rimmel London) is a British multinational cosmetics brand, now owned by parent company Coty. The House of Rimmel was founded by French-born British cosmetics entrepreneur Eugène Rimmel in 1834, in Bond Street, London.[1]
With creative success with these products, Rimmel London began creating products such as pomades and mouth rinses. Today, the brand is one of the world's most popular make-up producers.
In October 2009, it was announced that Jerry Hall, Georgia May Jagger, and Canadian supermodel, Coco Rocha, were set to join to the line up of spokeswomen.[4] 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.[5] In 2013, Rimmel announced their collaboration with British singer, Rita Ora, for makeup collections.[6] In 2016, Rimmel named Cara Delevingne as one of the faces of their brand.[7]
Ads featuring Moss and Jagger were banned from British magazines and television after the Advertising Standards Authority found them to be misleading as the ads used false lashes.[8] In 2021, Rimmel announced Adwoa Aboah as the global activist for the brand. She would be the face of major beauty campaigns for the year.[9] In 2022, Tom Daley became the first male ambassador of the brand.[10]
