Rimmel has been forced to pull a TV ad campaign featuring model and actor Cara Delevingne after the advertising watchdog ruled that it had been manipulated too much with post-production techniques including airbrushing. The ad, for the brand's Scandaleyes Reloaded mascara, showed the model applying the product.

actress CARA DELEVINGNE Multi-talented British model and actress CARA DELEVINGNE is joining Rimmel family. The London born 23 year old will star in a range of advertising campaigns for the cutting-edge colour brand. Famed for her strong look and trend-setting style, Cara is a natural choice to represent Rimmel.

When someone mentions Rimmel London, you probably think of Kate Moss. Her "get the London look” was splashed across billboards from Piccadilly Circus to Times Square, and dominated ad breaks throughout the Noughties.

This product is a good waterproof formula unfortunately I have had better waterproof mascaras that don't flake off as easily. Otherwise, it goes on smoothly and does not clump!

In the 1830s, Eugene Rimmel, a French perfumer, developed the first commercial mascara, made from a mix of petroleum jelly and coal dust. Rimmel named his mascara “mascaro,” which means “mask” in Spanish, as it was meant to mask any imperfections in the eyelashes.

This is the BEST mascara I've ever used and the volume is out of control! It goes on smoothly and plumps my eyelashes more than I've ever been able to. Very happy with this product & you just can't beat the price for such great quality.

Rimmel was a highly celebrated French perfumer, trained under the legendary Pierre-Francois Lubin, the personal “nose” to the Empress Josephine. But in 1834, he left his Parisian life behind and set up shop in London's exclusive Albermarle Street, with his wife and teenage son, Eugene, in tow.

Ulta confirmed to WWD that Rimmel, which is much more popular in Europe than it ever has been in the States, has been discontinued both in stores and online. Rimmel is currently undergoing a relaunch in the United States to appeal to more mass-market consumers.

I'm so pleased that Georgia May Jagger has taken over from Kate Moss as the face of Rimmel London.

The London Look is an attitude, a way of live, a vibe. An attitude that celebrates individuality, self expression and boldness. We created the LL, a symbol for those who share that attitude and launched a manifesto featuring influencers who our girls care about.

This product is a good waterproof formula unfortunately I have had better waterproof mascaras that don't flake off as easily. Otherwise, it goes on smoothly and does not clump!

Etymology. The source of the word mascara is unclear. It was possibly derived from the Spanish word máscara meaning 'mask' or 'stain', and the Italian word maschera meaning 'mask' are possible origins.