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What is truly astonishing is that a brand with so much past can still be very much of the present – but Rimmel, has a tradition of breaking all the rules. Founded in London, Rimmel has kept its finger on the pulse of the most eclectic of capitals, and taken inspiration from the city’s unique street style to create a brand of beauty that’s quite different from anything to emerge from Milan, Paris or New York.Beauty made in London is witty, edgy and streetwise. It’s about setting trends, not following them. It’s about experimentation and self-expression. In a word, it’s about having fun. And Rimmel’s affordable range of colourful, contemporary, high-quality products is designed to enable real women to do just that. Why have one identity when you can have as many as you like?
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