Rimmel (commonly known as Rimmel London) is a British-manufactured cosmetics brand, now owned by Coty, Inc. The House of Rimmel was founded by Eugène Rimmel as a perfumery in 1834 in Regent Street, London, England.
Within a year of opening, Eugène Rimmel came to create a large number of make-up products including his best-known: mascara, giving rise to the term 'rimmel' being used to mean 'mascara' in a large number of 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 company motto is "Get the London Look". In the past, Rimmel was modelled by ITV's Holly Willoughby. The faces of Rimmel were Kate Moss, alongside Sophie Ellis-Bextor, Lily Cole, and Ayumi Hamasaki. 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. 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. In 2013, Rimmel announced their collaboration with British singer, Rita Ora, for makeup collections. In 2016, Rimmel named British model, Cara Delevingne, as one of the faces of their brand.
Ads featuring Jagger and Moss were banned from British magazines and television after the Advertising Standards Authority found them to be misleading as the ads used false lashes.
Rimmel products are available in pharmacies and supermarkets in Hungary, Argentina, Australia, Austria, Belarus, Bahrain, Belgium, Canada, China, Croatia, Czech Republic, Denmark, Estonia, France, Germany, Indonesia, Ireland, Italy, Japan, Latvia, Lithuania, Malta, Mexico, Netherlands, Norway, Poland, Portugal, Romania, Russia, Saudi Arabia, Qatar, Slovakia, South Africa, South Korea, Spain, the UK, Ukraine and the US.