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Rimmel, the 190 year old cosmetics brand has had a glow up – here's our thoughts
Since 1834, the iconic beauty brand has constantly been evolving and the proof is in the pudding (read: products)
Get the London Look? Not quite. Live The London Look? Nope. Live YOUR London Look? Bingo!
ICYMI, late last year, Rimmel London – one of the UK’s best-known high street makeup brands – updated its tagline, logo and marketing campaigns for a more Gen Z, slash millennial appeal… (We’ll be the judge of that.) So, with a makeover at our literal fingertips, we put some of the brand’s best-sellers to the test, including their recently launched Better Than Filters base, the viral Lasting Finish Lipliner and my personal fave, the Wonder'Luxe Volume Mascara.
Here are the products we’d recommend adding to your makeup bag ASAP.
For an every day, ‘I woke up like this’ makeup look, Better Than Filters is your go-to base. The finish is natural, yet hydrating and luminous AF. Wear alone for a healthy glow, under makeup to achieve a dewy, pre-foundation tint or even as a highlight topper. The choice is all yours.
Circa five years ago, after discovering the glassy finish of lip oil, I vowed never to reach for a gloss again – they're sticky, uncomfortable and every strand of hair on my head is magnetised to my pout when wearing, I told myself. Then, I discovered this beauty.
The Rimmel Thrill Seeker Glassy Lip Gloss changed my perspective on lip gloss and reminded me that they can be hydrating, pigmented and fun, without gloop or hassle. Paired with the Lasting Finish 8HR Lip Liner, my lip routine has never looked so good. Mwah!
The trend du jour? Multi-tasking beauty products, obviously. So, streamline your regime with this two-in-one complexion stick that provides a flush of colour in an effortless slick. The lip and cheek formula is silky and sheer, so colours work and build on every skin tone. No ashy, white-cast here, folks.
Rimmel London Multi-Tasker Wake Me Up Foundation and Concealer 20ml
My (under-eye) bags are designer (natch), but my new fave concealer is straight from the high street. The finish is buildable but still feels lightweight and breathable on my skin. P.S. Don’t let the metallic ballpoint scare you – it’s cooling when applied, making for the perfect morning wake-up!
Rimmel London Wonder'Freeze Brow Lamination Gel 6g
A standing ovation for this brow gel that’ll set those untamable arches in place all day – sans any unwanted flaking. This Wonder’Freeze comes in one universal clear formula and is double-ended, with one side boasting a dual comb and the other, an easy-to-use brush applicator. Use sparingly for a feathery finish or build up product for an ultra-laminated look.
As a mascara aficionado, new formulas set my critical thinking skills alight and, for me, high-street options tend to rate highly. Rimmel’s Wonder’Luxe Volume? No exception. Its curved wand hugs lashes at the root for precise application while argan, maracuja and marula oils in the ingredients list make for a conditioned and voluminous finish.
This shimmery, sparkly shadow wand will grant you more wishes than your Fairy Godmother. An easy scribble can achieve a bold look that doesn’t need to be prepped, primed or set. And not only that, but the eight iridescent shades are versatile, too. Define, darken and/or highlight to make those peepers dazzle.
Whether it’s a dynamite red, cool-toned nude or a deep berry wine, there’s a shade of Rimmel’s infamous lip liner for everyone (I’m talking 14 colours, people). The pencil, which can be sharpened, is ideal for longevity and its staying power goes beyond the wear of lipstick. Plus, unlike its liner shelf mates, you can buy one for every handbag without breaking the bank.
Lia Mappoura (she/her) is the Beauty Writer at Cosmopolitan UK, with over four years of experience reporting across the brand's print, social, video and digital platforms. Lia covers everything from emerging trend analysis to viral celebrity hair and makeup moments, making her an expert at spotting the season’s next big beauty look (before it takes over social media feeds).
In 2025, she was named The Rising Media Star at the Love Perfume Awards with The Perfume Shop, recognised for her outstanding digital fragrance content and for building genuine authority within the space. She is passionate about challenging outdated beauty stereotypes, championing inclusive representation in beauty, and educating readers on the trends, products and conversations shaping the industry today. Follow her on Instagram or find her on LinkedIn.
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