I Heart Revolution

I Heart Revolution is a British makeup brand and one of the sub-brands of Revolution Beauty Group plc, the publicly listed UK cosmetics company founded in 2014 by Adam Minto and Tom Allsworth [7]. It is positioned at the budget end of the market, built around playful, trend-led products — most recognisably its chocolate-bar-shaped, lightly scented eyeshadow palettes. The line is sold through major UK retailers and online, and the parent group reports activity across more than 40 territories [8].

The brand carries two plausible "start" dates. Its parent house dates its founding to 2014 [7], while the I Heart Revolution name itself dates to 2018, when the group — then trading as TAM Beauty — rebranded to Revolution Beauty and renamed the existing "I Heart Makeup" line to "I Heart Revolution" [8]. The brand remains active, with a current product range and ongoing promotions on both the parent site and a dedicated standalone site.

⚑ Thinner sourcing. The article relies largely on the brand's own statements (T2–T3). Glowpedia is seeking independent sources.

I Heart Revolution exists within the Revolution Beauty family rather than as an independent company, and its corporate history is inherited from that parent. Revolution Beauty is described as a UK-based beauty company founded in 2014 by Adam Minto and Tom Allsworth, with headquarters in Kent and London [7].

The brand was originally launched under the name I Heart Makeup. In 2018, parent company TAM Beauty unified its portfolio under the Revolution Beauty name and, as part of that exercise, renamed I Heart Makeup to I Heart Revolution [8]. The same rebrand renamed Makeup Revolution to Revolution and introduced the Revolution PRO line. Because of this history, the 2014 founding date refers to the parent house, whereas the I Heart Revolution name has only existed since the 2018 rebrand.

I Heart Revolution is owned by Revolution Beauty Group plc [7]. It sits alongside sister brands in the group, including Makeup Obsession. The parent company made its stock market debut on London's AIM market in 2021 [7].

The brand presents itself as an affordable, playful makeup line built around inclusivity and self-expression. Its standalone site describes I Heart Revolution as a "vibrant, innovative makeup brand" and states that "makeup should be fun, affordable, and available to all who wish to explore their creativity." According to the company, the aim is to combine "quality ingredients and eye-catching packaging" while making "beauty fun and accessible for all."

This sits within the wider positioning of the parent group, whose stated purpose is to "develop incredible, cruelty free beauty for everyone, made accessible in shade and affordable for all." Products are priced firmly in the budget tier, with many items in the range of a few dollars and frequent discounting.

The brand's catalogue spans makeup, body care and accessories, with the parent site listing 109 products across lips, face, eyes, body and accessories. Much of the range leans on food and scent themes, including lines such as Tasty Coconut, Bubble Tea, Watermelon and Chocolate Glaze.

Its signature product is the Chocolate Palette — a series of eyeshadow palettes housed in chocolate-bar-shaped packaging that carry a subtle cocoa fragrance. The company describes the scent as "just a hint of cocoa that dissipates once applied." Other recognisable products include the Peach Powder setting powder and a series of limited-edition Disney collaboration collections.

I Heart Revolution markets its products as vegan and cruelty-free. The parent site lists 108 of the brand's 109 products as vegan, and Revolution Beauty states that "everything we produce is cruelty-free and always has been. We're certificated to PETA and never allow animal testing" [4]. At group level, the company says its manufacturing is split roughly 60% in China and 25% in Taiwan, with the remainder in the UK, Italy, France and Germany.

Editorial coverage of the brand has centred on its products rather than its corporate history. Trade outlet Diary Directory documented the 2018 rebrand and the I Heart Makeup to I Heart Revolution rename [8], and the explainer site Fuzzable described the line as trend-driven, with palettes "inspired by high end cult classics" [9].

The chocolate palettes in particular have been widely reviewed as lower-cost alternatives to higher-end products; the Chocolate Elixir palette, for instance, has been described as a dupe of the Anastasia Beverly Hills Modern Renaissance palette [10].

The controversies recorded for the brand are at parent-company level rather than specific to I Heart Revolution. In 2019, Revolution Beauty faced claims from brands and creators — including Kat Von D and the beauty YouTuber Manny MUA — alleging that it had plagiarised makeup designs and concepts; co-founder Adam Minto denied the claims [7].

In 2022, the parent group was hit by an accounting scandal: its shares were suspended on AIM and co-founders Adam Minto and Tom Allsworth resigned. Both later returned to the company in 2025 [7].

I Heart Revolution is active. It maintains a current product range on the parent site, revolutionbeauty.com, and on a dedicated standalone site, with promotions running into 2026. As a sub-brand of a publicly listed UK group, it is distributed broadly through retailers including Boots, Superdrug, ASOS and Beauty Bay, as well as direct online sales [7].