Revolution Beauty founder Adam Minto teases new colour cosmetics brand
Revolution Beauty founder and former CEO Adam Minto is preparing to launch his latest venture in the beauty industry - a new colour cosmetics brand called Trouble Maker Beauty.
While specific details remain under wraps, Minto and the brand’s newly launched Instagram account have been teasing the upcoming debut with a series of posts, hinting at a launch later this month.
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Having previously worked closely with Superdrug to grow Revolution Beauty, Minto is continuing that relationship with Trouble Maker Beauty, which is set to launch exclusively at the high street chain.
Staying true to Superdrug’s accessible beauty offering, the new brand is also positioned as affordable - one Instagram post even features a receipt teasing products like a 'Genius Grip Primer' and 'Jinx Balm', priced at £5 and £3, respectively.
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With a vibrant colour palette and playful branding, the business appears to target younger demographics - likely Gen Z and Gen Alpha - who are increasingly driving trends and growth in the colour cosmetics space.
It falls under Minto’s other new venture, Rebel Rebel, which he launched earlier this year with his wife, Sally Minto, as "a new way for founders and creators to build the most exciting next-generation global beauty and consumer brands together".
Trouble Maker Beauty marks the first official "Created Brand" to emerge from the platform.
In a post on Instagram, Minto said: "Big Trouble coming to the makeup aisles, very soon @troublemakerbeauty 🚀.
So proud of Team @rebelrebelhq ❤️ and so emotional to be back in the makeup 🌍 again."
Minto co-founded Revolution Beauty with Tom Allsworth in 2014, shaking up the industry by offering effective yet affordable colour cosmetics and haircare. He stepped down as CEO in November 2022 following an investigation into delays in the company’s auditing process.
