Over 190 Years of Unchanging Commitment to Beauty with the British Cosmetic Brand "Rimmel London"

Founded in 1834, the British cosmetic brand " Rimmel London" offers high-quality items at reasonable prices and has established itself as a global cosmetics brand.

The history of Rimmel London began with the innovative product creation of perfumer Eugene Rimmel. How has this brand, which evolved from a royal perfumer to a global cosmetics brand, walked its path? Let’s unravel its history.

Innovative Products Crafted by Perfumers Captivate People

Rimmel London is a British cosmetics brand established by the France-born British entrepreneur Eugene Rimmel. The founder, Eugene Rimmel, honed his skills as the son of a perfumer and created groundbreaking products.

Eugene moved from Paris to London with his father to continue his training. He invented various pioneering products, including mail-order catalogs, scented fans, and Valentine cards, which garnered significant attention during the Victorian era.

A noteworthy event occurred at the exhibition held in Hyde Park, London, in 1851. Eugene showcased a groundbreaking product, a “scented fountain” that sprayed perfume in a bottle onto ladies' handkerchiefs, which can be considered a precursor to Eau de Cologne. This idea captivated visitors and became a stepping-stone to his esteemed position as a royal perfumer.

Eugene also developed what is probably the world’s first “non-toxic” mascara. This became a significant turning point in Rimmel London's history. Regarding this event, Ikeda, who is in charge of PR for the brand, stated:

“Back then, they collected soot by holding a plate over a lamp’s flame and applied it to eyelashes with a brush. Mascara was considered harmful, and Eugene began development with the thought, 'Can we create a non-toxic mascara?'

"The non-toxic mascara 'Rimmel Water Cosmetics,' born out of this groundbreaking idea, significantly impacted the cosmetics industry. In Italy and Spain, the word 'Rimmel' is still used synonymously with mascara.”

Development into a Global Cosmetics Brand

As cosmetics demand surged in the 1900s, the brand experienced a new turning point. Following Eugene’s passing, the Capri family, who were responsible for advertising, commenced serious development of cosmetics beyond mascara.

The Capri family excelled in marketing and predicted that “with the popularization of fashion and cosmetics, London will become the center of global trends in the 1960s.” They launched a slogan stating, “If you are particular about beauty and price, there is no better brand than Rimmel London” and began introducing self-service cosmetic counters.

This strategy succeeded, and Rimmel London captured the hearts of consumers as a “low-priced, high-quality cosmetics brand.”

It entered Japan in 2006, offering original products tailored for the Japanese market alongside its global offerings. Regarding products available in Japan, Ikeda mentioned:

“We provide carefully selected formulations and colors that cater to Japanese consumers. In particular, items related to eyes and lips have been beloved as the brand's iconic products for many years.”

Offering Products that Respond to the Delicate Aesthetic of Japanese People

A representative product, exclusively available in Japan, "Rimmel Chocolat Sweet Eyes" was reborn in August 2023 as "Wonder Sweet Eyeshadow."

While inheriting the beloved scent of the Chocolat series, it pursues ease of use and quality that meets modern needs. The brown shades, suitable for anyone and any look, have been enhanced with a richer luster. Additionally, it boasts improved longevity, ensuring vibrant colors last longer after application.

The eyeshadows, marketed as global products, often feature vibrant colors and matte textures. However, the Japan-exclusive "Wonder Sweet Eyeshadow" stands out with its delicate shimmer and soft tones, tailored to Japanese preferences.

"By simply layering the five colors in order, anyone can easily create a translucent, three-dimensional eye look. Additionally, convenience was considered by including a mirror on the back of the case. Originally, we added a mirror to the lid of a different series' lipstick, and due to the positive feedback, we decided to incorporate it into the 'Wonder Sweet Eyeshadow' as well.

"This product cherishes the scent of the beloved Chocolat series, allowing makeup time to be shared as 'a precious moment of relaxation with a subtle chocolate fragrance'" (Miyaji).

Alongside the "Wonder Sweet Eyeshadow," another product released simultaneously is the "Lasting Finish Creamy Moist Lipstick." This lipstick contains honey-derived ingredients and features a soft texture that glides on like melted cream.

The moisturizing application and sophisticated flush it provides have received high praise, including several awards.

Encouraging Each One's "True Self"

Rimmel London has embraced the catchphrase "Live Your London Look," focusing on vibrant, energetic, and street-style imagery in their creations.

The city of London embodies a vital energy and a culture that acknowledges the diversity of fashion and beauty. This "London Look" is translated for Japan into the message, "I Define Beauty, I Do. My unique beauty is defined by me," reflecting the focus on product creation.

In a discussion about the brand's future, we consulted Ikeda and Miyaji.

"We aspire to continue being a brand that supports 'myself' so that individuals can face their own 'likes' honestly.

"The 'Wonder Sweet Eyeshadow' that we've presented is perfect for those trying gradient makeup for the first time, allowing for nuanced gradation effortlessly, so please give it a try" (Ikeda).

"We will continue to value the image of 'London Look' and expand our product line as a cosmetic brand that supports individuality. In March, two new trend-driven pastel colors will be introduced as part of the stick-type eyeshadow, 'Wonder Sweet Eyeshadow Stick,' released last year.

"The captivating mermaid pink and the pop light green will help create a fresh spring makeup look that corresponds with fashion and mood. We would be thrilled for you to check them out too" (Miyaji).

Rimmel London has established itself as a brand that captivates people with innovative ideas while offering high-quality products at low prices. The commitment to meet market needs from a fresh perspective has remained unchanged for the 190 years since its founding.