Makeup Revolution (now known as Revolution Beauty) is a UK-based cosmetics brand founded in 2014 by Adam Minto and Tom Allsworth. The brand quickly gained attention for its inclusive approach to beauty, offering high-quality products at affordable prices. Revolution Beauty’s commitment to diversity and accessibility became the cornerstone of its success, positioning itself as a disruptor in the beauty industry, a space often criticised for its lack of inclusivity.

From its inception, Revolution Beauty focused on making beauty products that could cater to everyone, regardless of age, gender, or ethnicity. The founders embraced the “Fast Beauty” concept, frequently releasing new products to keep up with the latest trends, keeping the brand fresh and relevant. This innovation-driven approach has allowed Revolution Beauty to rapidly expand, not only in the UK but also internationally.

Some of the brand’s most iconic and best-selling products include the Revolution Pro Palette, with its wide range of shades and high-quality formula, the IRL Filter Finish Foundation, which delivers a flawless finish, and the Revolution Lip Kits. The brand has also collaborated with high-profile franchises such as Disney’s Toy Story and Mean Girls, producing themed collections that have been immensely popular among fans. These collections helped to further establish the brand’s playful and trend-sensitive image.

Among their skincare range, Revolution Skincare offers products such as the Hyaluronic Acid Serum and the Vitamin C Radiance Serum, both of which have garnered positive reviews for their effective formulations at budget-friendly prices.

I Heart Revolution, a sub-brand under the Revolution Beauty umbrella, has also been hugely successful. Known for its whimsical and fun product packaging, it offers everything from eyeshadow palettes to body mists, with cult favourites including the Tropical Caramel Bath & Body Set and Peach Infusion Lip Balm. This sub-brand appeals to a younger, more playful audience while maintaining the core values of inclusivity and accessibility.

Today, Revolution Beauty continues to challenge beauty industry standards, using customer feedback to drive product development and maintaining its reputation as an affordable yet trend-conscious brand.