Rimmel Just Dropped the Biggest Rebrand in its 200-ish Year History

Rimmel London has just pulled off its biggest rebrand in nearly 200 years. And, it’s designed to win over a new generation of lipstick (et al) lovers. Following a year full of viral favourites including Multi-Tasker Better Than Filters and Oh My Gloss! Lip Oil, the beauty brand, that has long been synonymous with effortless, edgy style (who could forget its iconic ad campaigns with Kate Moss?) recently unveiled its reimagined logo, refreshed tagline – Live YOUR London Look – and a renewed marketing campaign focused on what they’re calling “lived beauty.”  

With a focus on individuality, inclusivity, and self-expression, Rimmel 2025 is more about real, raw, relatable beauty moments. The type that spotlight personal style over perfection. However, if its latest drop is anything to go by, Rimmel’s commitment to cool remains as strong as ever.

Our five favourite new Rimmel essentials

All Day Grip & Breathable Primer ($24.95)
This is a primer with serious staying power. Not only does it smooth and prep your skin for makeup that lasts but is versatile enough to work as a lightweight, hydrating gel on its own. Vegan and breathable, it’s ideal for those effortless days when you just want to keep your skin looking fresh.

Wake Me Up Concealer & Foundation ($32.95)
Featuring a facial tool-inspired applicator, designed to give skin an instant lift, with the perfect amount of coverage for both specific areas and full-face wear, this product perfectly encapsulates the “lived beauty” philosophy. One that’s about enhancing your natural radiance, not masking it.

Kind & Free Lash Loader Mascara ($24.95)
As part of its rebrand, Rimmel has leaned into cruelty-free, plant-powered ingredients, and the Kind & Free Lash Loader Mascara is no exception. Delivering 300% more volume and enriched with aloe leaf and plant-based fibres, this mascara brings bold, buildable volume. Without irritating sensitive eyes.

Lasting Finish Lipstick ($21.95)
Get bold-impact vibrant colour in one swipe with this creamy and long-lasting lipstick. Packed with an instant hydration boost and a satin finish, its perfect for channeling your inner Ms Moss. 

Wonder’Brow Freeze Brow Gel ($25.95)
Want brows that look perfectly groomed but still natural? The Wonder’Brow Freeze Brow Gel is your answer. With a comb-shaped brush that shapes and sculpts, it creates a laminated look that lasts all day without a sticky finish.