Rimmel

Rimmel London is the oldest mass-market cosmetics brand still operating — founded in 1834 by perfumer Eugène Rimmel in London, originally as a perfumery before launching the first commercial non-toxic mascara that gave the brand's name to the product category in many languages (rimmel is still the word for mascara in Italian, Spanish, Portuguese, and French slang). The modern brand sits inside Coty's portfolio alongside CoverGirl and has built its identity around the 'London look' — edgy, accessible, slightly grungier than the polished American drugstore aesthetic of CoverGirl and Revlon.

The Stay Matte Pressed Powder, Lasting Finish lipstick line, ScandalEyes mascara, and Wonder'Luxe lipstick remain the franchise heroes. Rimmel is widely distributed in the UK (Boots and Superdrug flagship channels), and in the US through CVS, Walgreens, and Amazon — though the US presence has thinned in recent years as the brand has focused on UK and European mass markets.