Rimmel (commonly known as Rimmel London) is a British cosmetics brand, now owned by Coty, Inc. The House of Rimmel was founded by Eugène Rimmel as a perfumery in 1834 in Regent Street, London, England.Within a year of opening, Rimmel came to create many make-up products including his best-known mascara. It gave rise to the term 'rimmel' being used to mean 'mascara' in many Mediterranean languages. With creative success in these products, Rimmel London began creating products such as pomades and mouth rinses. Today, the brand is one of the world's most popular make-up producers.