British beauty brand Revolution launches in Australia

By

Barbara Santamaria

Published
Jul 11, 2019

Revolution, a British makeup brand, has made its debut in Australia via local health and beauty retailer Priceline.

Hundreds of beauty shoppers queued outside the retailer’s store at  Bourke Street Mall in Melbourne to purchase the affordable cosmetics range. 

Priceline will be the only place in Australia to stock the cosmetics, skincare and haircare brand, and customers can find its cruelty-free products across selected stores and online.

Revolution has gained a cult following in the UK and the US, promoted by beauty vloggers and trendsetters on social media. Its most popular product, the ‘Conceal and Define’ concealer is thought to be sold every five seconds.

The brand’s eyeshadow palettes are also popular for their vibrant colours.

Revolution was founded in 2013 by Adam Minto and Tom Allsworth with a ‘fast beauty’ concept aimed at tapping into the latest beauty trends. It is backed by TSG Consumer, which also holds a minority stake in Huda Beauty.