Makeup Obsession

Makeup Obsession is a British colour-cosmetics brand and a house label of Revolution Beauty Group plc, the publicly listed UK beauty group also behind Makeup Revolution and I Heart Revolution. It builds its range around trend-led, low-priced makeup — eyeshadow and blush palettes, brow products and highlighters — and frames itself as "fun, fast and affordable beauty for all." The brand remains active, with a current product page on the Revolution Beauty site and ongoing palette launches and collaborations.

No public source records a founding year for Makeup Obsession itself; the parent group dates to 2014, but that is the parent's founding, not the sub-brand's. The brand operates as part of a larger corporate beauty portfolio rather than as an independent company.

Makeup Obsession is owned by Revolution Beauty, a UK group headquartered in Kent and London and founded in 2014 by Adam Minto and Tom Allsworth [3]. Sources differ slightly on how the parent is named: Wikipedia records the listed group as Revolution Beauty Group plc [3], while the trade publication Beauty Independent refers to Makeup Obsession's parent as "Revolution Beauty Inc." — the name of the company's US operating entity [4]. Both refer to the same corporate family. The group trades publicly, having made its stock market debut in 2021, and its product lines are sold through retailers including Boots, Superdrug, Ulta and Target [3].

The company positions Makeup Obsession as a trend-driven, budget label aimed at a social-media audience. According to the brand, it exists "to empower you and inspire creativity, whether you're looking for everyday essentials or a complete makeup bag makeover," with a focus on the latest beauty trends. Its stated tagline is "Power Palettes & Positivity" [1].

That positioning is tied to a high-cadence release model. Makeup Obsession describes itself as bringing "fun, fast and affordable makeup to the social world," constantly curating new products and launching a new item every month [4]. Coverage of the brand has placed it within the wider "fast beauty" category — a parallel to fast fashion, built on quick, inexpensive turnover of trend pieces [4]. The parent group similarly describes itself as a "fast beauty brand" that aims to bring products to market first, fast and affordably.

Makeup Obsession centres on palettes and complexion products. Its signature items include the Mega Concealer, a high-coverage concealer the brand markets as long-wearing and boosted with caffeine; the Liquid Illuminators, a line of liquid highlighters; and its Power Palettes [4]. The broader catalogue spans eyeshadow palettes — described by the brand as ranging "from bright and bold rainbow hues to everyone's favorite neutrals" — alongside blush palettes, brow products and highlighters.

The brand has also released collaborative collections. Belle Jorden co-created a Makeup Obsession palette collection [4], and the brand's site has featured a Rady Collection collaboration among its launches.

Makeup Obsession's makeup is certified cruelty-free by PETA, and the majority of its products are vegan [4]. The brand echoes this on its own pages, describing its range as "always high quality, always cruelty-free, with an ever-growing vegan selection." The commitment sits within the parent group's stance: Revolution Beauty states that everything it produces is cruelty-free and certified to PETA, with no animal testing at any stage of development.

The brand reaches consumers through multiple retail channels rather than a single boutique. In its home UK market it is sold at Boots [4]. It made its United States debut at Target, rolling out 60 stockkeeping units across roughly 1,200 Target stores and the retailer's website — its parent group's second US arrival [4]. Products are also available through Revolution Beauty's own online store.

Revolution Beauty, the parent group, has faced public accusations of design plagiarism. Brands and creators including Kat Von D and the YouTuber Manny MUA alleged that the company copied makeup designs [3]. The dispute concerned the parent group rather than Makeup Obsession specifically.

Makeup Obsession is active. Its product page remains live on the Revolution Beauty site, with current collaborations and continuing palette launches, and it is stocked in the United Kingdom, the United States and Nordic markets as part of Revolution Beauty's multi-region operations.