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Rimmel Exits Ulta Beauty

Rimmel, while never a major player in the U.S. market, might be losing some of its foothold here. Declining to discuss specifics, Ulta Beauty has confirmed that the Coty Inc.-owned brand has exited the retailer, both in stores and online. Sources indicate that Rimmel, which has always been significantly bigger in Europe than it is in the U.S., is shifting its distribution strategy in the U.S. market to focus on mass, drug and e-commerce channels. It’s likely that Rimmel was underperforming at Ulta, according to sources with knowledge of the retailer. The move is coming at a time when Rimmel is in the early stages of a relaunch, designed to make the brand more attractive to U.S. consumers in a mass-market landscape that includes a new league of Indie and digital-born brands. In January, Rimmel announced its appointment of street artist Indie 184 as its chief artistic officer, and modernized packaging has been rolled out as well. Rimmel is one of several brands in Coty’s Consumer Beauty division to undergo a relaunch this year. Cover Girl’s modernized product assortment began rolling out in January, and Clairol in March issued a campaign tied to the revamp of its Nice ‘n Easy line. Coty launched Rimmel in the

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