Everything you need to know about Rimmel London's big rebrand

Rimmel London has launched its new brand positioning, marking the biggest rebrand in the company’s 190-year history.

The British brand has adapted its signature tagline from 'Live The London Look' to 'Live YOUR London Look', championing self-discovery and identity while attempting to move away from the stereotypical standards of beauty.

The updated repositioning reflects a larger industry move towards authenticity and self-expression, embracing diverse global definitions of beauty that go beyond filters and idealism, encouraging consumers to "step out from behind the ring light and take beauty out into the vibrant, moving, dynamic world".

Rolling out this month, the changes are part of a plan to "further globalise" Rimmel London while remaining true to its heritage and roots within London.

Stefano Curti, Chief Brands Officer of Consumer Beauty at Coty, said: "Rimmel London has been on a journey ever since its invention in 1834 and is constantly adapting and evolving. Beauty is everywhere and Rimmel London is proud to be leading this shift in focus to beauty where you are, anywhere in the world.

"It is taking beauty directly to its consumers and embedding it into their lifestyles organically. The new brand positioning reflects this with 'Live YOUR London Look', which represents the emphasis on being true to oneself."

To celebrate the rebrand, Rimmel London has formed a new collective to extend and enhance its brand storytelling and social community engagement.

Joining the Rimmel London Collective alongside existing ambassadors Tom Daley OBE and Maya Jama is breakthrough artist Kenya Grace.

As part of this, the beauty brand will be joining Grace on the road for a "digital-first, behind-the-scenes" campaign as she further propels her music career.

"Kenya embodies our new brand repositioning with her unique sense of style with real expression and passion to be authentically true," Rimmel London said.

In addition, to bring the new brand positioning to life across social media, Rimmel London is introducing a new content series involving eight creators across TikTok and Instagram, focussing on the theme of 'lived beauty'.

Established in 1834, Rimmel London's extensive product line, including iconic mascaras, lipsticks, and foundations, resonates with diverse consumers seeking affordable yet high-quality beauty solutions.

Embodying empowerment and self-expression, the brand continues to inspire individuals worldwide to embrace their unique style and radiate confidence through its makeup offerings.