In 1820, a respected french perfumer who had been trained by the famous Lubin, perfumer of the Empress Josephine, wife of Napoleon I, agreed to hold a perfumery in the prestigious Bond Street in London. In 1834, following the success of its installation in London, he decided to open his own perfumery with his son, Eugène Rimmel, then a young apprentice of 14 years. The House of Rimmel was born.
At this very early stage, Eugène Rimmel had already understood the potential of advertising to advertise its products to a wider audience. He began to publish catalogs of distance purchases illustrated with care and placing advertising inserts in theatre programs. At his death in 1887, his two sons inherited his empire and, building on the success of their father, they developed at the international level a wide range of colors, focusing mainly on products intended to update the look in value, including the revolutionary mascara by Rimmel. They won such a success that “rimmel” became the term used to mean “mascara” in many languages!
After the second world war, Rimmel was purchased by Robert and Rose Caplin, owners of a London advertising agency. While a new optimism reigned on Britain, and as the heroines of Hollywood became icons of beauty for millions of women, Caplin, demonstrating a worthy of Eugène Rimmel himself, intuition anticipated the explosion of sales of cosmetics that would arise from this craze by extending the range of Rimmel make-up, by modernizing its packaging and launching the first ever created personal palette.