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Whether you use makeup or not, Rimmel is one of those names you immediately recognize. The reason is actually quite simple. This british beauty brand is calling the shots since 1834, the year when it was founded by young Eugène Rimmel. In a small store in Regent Street, London, his special ability in the art of perfumery and cosmetics turned him into a beauty trendsetter. He was the first one to develop scented pomades, mouth washers and herbal toilet vinegars, but his most amazing and revolutionary discovery was the mascara. So outstanding that, to this day, "rimmel" is actually the official word for "mascara" in several languages.
Nearly 180 years later, the brand now owned by beauty giant Coty, Inc. still maintains its iconic status as the symbol for the London Look. To celebrate the oncoming special anniversary, a special photocall and a party event took place in early October at The Savoy Hotel and the London Film Museum in Covent Garden. It was a fabulous reflection about Rimmel's past, present and future. The brand ambassadors Kate Moss and Georgia May Jagger brought their unique style to the photo call and arrived in very british black cabs at the party where singer Rita Ora, who will be releasing an exclusive capsule color collection with Rimmel next year, gave a surprise performance. Let's see what new wonders the brand will bring for 2014.