Rimmel's Slogans & Taglines

Rimmel (commonly known as Rimmel London) was founded in 1834 by French-born perfumer Eugène Rimmel in London, initially as a perfumery on Regent Street. A true pioneer, he invented the world's first non-toxic mascara in 1855, which became so iconic that the word "rimmel" still means "mascara" in several Mediterranean languages. The brand was acquired by Coty, Inc. in 1996 and has since grown into one of the world's most popular cosmetics producers, available in over 100 countries.

The brand's core products are beauty cosmetics, including mascaras, lipsticks, foundations, eye shadows, and nail polishes. Known for affordable yet high-quality formulations, Rimmel offers accessible makeup that blends vibrant pigments with trend-driven innovation.

From its early days, Rimmel built its identity around the spirit of London. In 2001, Kate Moss became the face of the brand, popularising the slogan "Get the London Look" (later "Live the London Look"). In 2024, the brand underwent its biggest rebrand in 190 years, evolving to "Live YOUR London Look," championing self-expression and authenticity beyond filters and stereotypes.