What makes a young perfumer leave his country with his young family to set out on his own in London? What makes him create the first non-toxic mascara then sell it so all could afford it rather than cash in on a luxury for the few? A hunger to find new boundaries and a need to re-invent himself.

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.

At Rimmel London, we 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.