Within a year of opening, Rimmel came to create many make-up products including his best-known mascara. It gave rise to the term 'rimmel' being used to mean 'mascara' in many Mediterranean languages.
The passion Rimmel has inside is for you to wear outside. They’re not here to define your look. They innovate to take you there. Every shade, texture and eye flick dares you to find your beauty boundaries. Then stride beyond them.
They’ve been in the business of self-expression since 1834. London became their playground. A perfect match. London makes its own rules. Its own colors. It gets down. And dirty. But does it with a wink and a smile.
Rimmel London aims to represent the capital by being 'witty, edgy and streetwise'.