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.

The passion they have 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 have been in the business of self-expression since 1834. London became our playground. A perfect match. London makes its own rules. Its own colours. It gets down. And dirty. But does it with a wink and a smile.

At Rimmel London, they believe that everyone should be able to experiment and express themselves with make-up and be their authentic self, without the fear of judgment, criticism or shame. That’s why they commissioned a global study to understand the issue and partnered with The Cybersmile Foundation, in order to spread awareness and stand up to beauty cyberbullying.