Revolution Beauty founder Adam Minto returns to industry with 'disruptive' new venture
Back in 2022, Revolution Beauty founder and CEO Adam Minto exited when the brand was being investigated for failing to complete its auditing quickly enough. Now, in 2025, Adam and Sally Minto are back in beauty after announcing their disruptive new venture.
Fittingly, the new beauty venture is titled Rebel Rebel. According to its Instagram account, Rebel Rebel is a "new way for founders and creators to build the most exciting next-generation global beauty and consumer brands together".
Although the pair are yet to disclose further details, they've shared social handles (@rebelrebelhq) and promised to reveal more soon.
Adam Minto announced his new venture on LinkedIn, writing: "Waited too long to announce this. The passion is back! We are busy innovating and getting ready to disrupt the beauty industry again.
"Thank you to everyone who has supported us over the last two and a half years. This is going to be very exciting and very BIG, and we can’t wait to show you what we are creating."
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Adam Minto and Toms Allsworth founded Revolution Beauty in 2014, disrupting the industry with effective but affordable colour cosmetics and haircare.
Minto stepped down from his role as CEO in November 2022 after an accounting probe. This relates to the events that led to the delay of the audit of Revolution Beauty's FY22 results and the suspension of trading of the group's shares on AIM during his time as Chief Executive.
