For years, Rimmel occupied a comfy spot in bathroom cabinets and drugstore aisles around the world. The bright red packaging. The promises of longer lashes. If you haven’t heard from Rimmel in a while, you might wonder: is Rimmel going out of business?
Let’s cut through the rumors and get clear on what’s actually happening to one of beauty’s most familiar brands. Spoiler: Rimmel isn’t dying—but it’s not immune to the rough-and-tumble nature of the cosmetics market, either.
Rimmel’s Position Under Coty—And Why the “Closure” Rumors Began
For starters: Rimmel is owned by Coty, a global giant that bought the makeup brand almost two decades ago. As of now, Rimmel is still firmly a Coty property. The brand continues to show up in millions of makeup bags and drugstore displays, especially in the UK and continental Europe.
So why all the “Rimmel is closing down!” chatter? It boils down to two things: a big strategic review by Coty and some eye-catching exits from major markets like Japan and major retailers like Ulta Beauty in the U.S. That, and a whiff of panic that tends to linger anytime a household brand shakes things up.
The Market Shuffle: Where Rimmel Is Exiting (And Where It’s Staying Strong)
If you take the global view, here’s what’s changed—and what hasn’t.
Japan: Farewell By 2026
Let’s address the most clear-cut shift. Coty Japan officially announced that Rimmel will leave the Japanese market by the end of 2026. You read that right: after around 20 years of selling in drugstores from Shibuya to Sapporo, the Rimmel name will vanish from local shelves.
This is not pie-in-the-sky speculation. Clearance sales have already popped up—some slashing prices by up to 70%, which is just about the most unambiguous “we’re leaving” signal you’ll see in retail. If you’re a longtime Rimmel fan in Japan, this is your last call. The company has promised to keep its customer support channels open until March 2027, but new stock is already drying up.
The United States: Not Closing, But Playing Musical Chairs
Stateside, the headline is less about “closure” and more about “musical chairs with retail partners.” You won’t find Rimmel on Ulta’s shelves anymore (and haven’t since 2018). But while Ulta confirmed the brand’s exit, this wasn’t a lights-out moment—instead, it was tied to a broader U.S. relaunch and distribution shift.
Forums and industry blogs have tracked another trend: Rimmel gradually disappearing from some U.S. drugstore chains, too. But insiders claim this isn’t a full retreat. Rather, Rimmel is leaning heavily into online sales, new packaging, and streamlined product lines. It’s less “Gone for good” and more “Pardon the mess while we renovate.”
Global Rebrand: Rimmel’s Biggest Transformation
Here’s another wrinkle that’s confused shoppers: Rimmel is in the thick of a global rebranding push, one the company calls the boldest repositioning in its nearly 190-year history.
What’s that actually mean? On the shelf, it’ll look like fresh packaging, new formulas, tweaked shades, and a snappier advertising message. Rebrands can feel like disappearances when your favorite mascara shade suddenly goes AWOL. But make no mistake—rebranding is the opposite of throwing in the towel. It’s a brand raising its hand and saying, “We’re still in the game, but we know we need to evolve.”
Coty’s Strategic Review—And What It Means for Rimmel’s Future
Now, let’s zoom out. Why do we keep mentioning Coty? Because the parent company isn’t just giving Rimmel a fresh coat of paint—it’s making some big, difficult decisions about ALL its so-called “consumer beauty” brands.
You might have seen headlines about this “strategic review.” What’s actually going on? Here’s the story: Coty is looking hard at its lower-margin beauty lines (think CoverGirl, Max Factor, Sally Hansen—and, yes, Rimmel) to decide whether to keep them, spin them off, or sell them to another company.
There’s a simple reason: Money. Coty has declared that high-end fragrances are where the big profits live, so it’s weighing whether to exit some of these everyday brands to fund its luxury growth. Case in point: Coty wrote down Rimmel’s value by about $362 million, publicly acknowledging a long-term decline in revenue from the mass-market beauty division.
If you’re picturing a fire sale, slow your roll. A “strategic review” is corporate-lingo for “these brands might move, merge, relaunch, or get a new owner.” For now, Rimmel is still in business—even if that business might have a “for sale” sign in the window soon.
Rimmel’s Current Availability: What Changes for Shoppers?
So, back to the aisles and baskets—what does all this mean for actual, everyday shoppers?
Broadly speaking:
– Rimmel is alive and (sometimes) well in the UK and continental Europe. No mass exodus. No phony clearance sales.
– In Japan, we’re in end-times mode: expect shelves to empty out by late 2026, with customer service sticking around for another six months or so.
– In the U.S., Rimmel waved goodbye to Ulta but still exists in select stores and, more importantly, online. There’s a reshuffling happening, with fewer displays at old-school drugstores and a beefed-up focus on e-commerce.
This has led to a confusing patchwork: You might drive to your neighborhood CVS and leave empty-handed, but score the same brow gel on Amazon.
The UK and Europe: Rimmel’s Stronghold
If you live in the UK, the “Is Rimmel going out of business?” panic looks laughable. Rimmel is still a staple at Boots, Superdrug, and supermarket chains across the region. The rebrand has already started rolling out, so don’t be surprised by a few new products—or the gradual retirement of old classics.
In continental Europe, it’s much the same story. The shelves remain stocked, campaigns are live, and shoppers can expect business as usual—albeit with a few marketing tweaks.
The U.S.: Distribution Drama, Not Doom
If you’re an American makeup fan, here’s the twist: Ulta is out, but Rimmel isn’t gone. The company appears to be betting big on direct online sales and partnerships with digital-first retailers. Certain product lines have shrunk, and in-store slots are scarcer, but the brand itself is still pursuing U.S. customers (albeit in a new format).
If you’re used to browsing brick-and-mortar drugstores, the difference will be obvious. But if you’re comfortable shopping the web, Rimmel is still a click away.
Japan: Clock Is Ticking
This is the one region where the exit alarm is fully justified. Rimmel loyalists in Japan should start stocking up, because the shelves are being cleared with clinical efficiency. If you want a last-chance deal, this is the place to look—but by 2027, Rimmel will have vanished entirely from the local retail scene.
What Should Consumers Expect Next?
So, is Rimmel going out of business everywhere? Not even close. But shoppers everywhere are justified in feeling whiplash.
Here’s what to expect, depending on where you live:
If you’re in Japan, grab what you can in 2024 and 2025. Your favorite Rimmel shades are unlikely to return once they vanish, and support will dwindle after spring 2027.
If you’re in the U.S., expect more of a digital game. You’ll find fewer products in person, but online stores and Amazon will probably get more inventory as the relaunch picks up speed. If you’re loyal to drugstore shopping, sorry—Rimmel’s presence is shrinking in those familiar aisles.
If you’re in the UK or mainland Europe, consider yourself spared from the drama. The shelves are full, the product lines are being refreshed, and there’s no sign Coty is pulling the ripcord on Rimmel here anytime soon.
What’s Next for Rimmel? Wildcards and Probabilities
Let’s pop the hood and see what the future might look like. Coty’s strategic review could mean:
1. Rimmel stays with Coty, possibly as part of a newly focused consumer beauty division. The rebrand continues, but ownership doesn’t change hands.
2. Coty sells Rimmel to another global beauty company (think Revlon, L’Oréal, or a deep-pocketed private equity fund). In this scenario, Rimmel might find new life—and potentially new shelf space—under different leadership.
3. Rimmel is spun off as a standalone brand or part of a partnership/joint venture, with Coty keeping a minority stake but stepping back operationally.
At large, unless the new owners decide to pull the plug completely (which, by all expert accounts, seems unlikely for a brand with this much history and still-strong sales in pockets like the UK), Rimmel should stay alive and in stores—even if the “where” and “how” shift a bit over time.
Let’s not kid ourselves: The beauty business is growing—but it’s also unforgiving, and it takes discipline to win. Rimmel has weathered nearly two centuries of booms and busts. That’s no accident.
Bottom Line: Rimmel Isn’t Going Out of Business—But Change Is the Name of the Game
So, is Rimmel waving goodbye for good? No. Is it retreating from some markets, and possibly switching owners in the coming years? Very likely.
If you’re a lifelong fan, relax: You’ll have plenty of chances to restock, especially if you’re in Europe. If you’re in Japan, watch those clearance sales, because the clock’s running out.
Ultimately, brands live and die by their ability to adapt—and Rimmel is no stranger to reinvention. Whether Coty keeps it or sells it, expect Rimmel to stick around in some shape or form.
Curious about how brands like Rimmel reinvent themselves, face retail apocalypse rumors, and navigate a strategic review? Business stories with a beating heart are our stock-in-trade at InBusinessVoice — where shifts in the shelves make for some of the sharpest business lessons.
For now, let’s raise a metaphorical lipstick to Rimmel: still standing, still selling (almost) everywhere, still chasing its next reinvention.
Read Also:
