Revolution

Revolution is a British cosmetics company founded in 2014 by Adam Minto and Tom Allsworth, with its headquarters in Kent and London. It is owned by the listed group Revolution Beauty Group PLC [2] and sells makeup, skincare and haircare, built around affordable, cruelty-free products distributed through mass-market retailers and online.

The company grew quickly during its first decade before an accounting crisis in 2022 suspended its shares and led both founders to leave. It has continued to trade since, and by its own account reaches customers across dozens of countries.

Before starting the company, Adam Minto had spent more than 30 years in the beauty industry, working with brands including Revlon, Rimmel, Max Factor, MAC and Urban Decay. He has said he founded Revolution in 2014 with Tom Allsworth after concluding that the industry was "controlled by a few major goliaths" who promoted an unattainable standard of beauty. The stated goal was to make high-quality, cruelty-free cosmetics affordable for a wide audience.

Revolution presents itself as a challenge to the idea that a higher price means a better product; according to the company, it has "challenged the idea that paying more for a product means better quality." Inclusivity is central to how it describes itself, from its shade ranges to the people it features in marketing. Its tagline describes it as offering cruelty-free makeup, skincare and hair.

The range spans makeup, skincare, haircare and bodycare, sold mainly online and through mass-market chains such as Boots, Superdrug, Ulta and Target. The company states that all of its products are cruelty-free and that 76 percent of the range is vegan [2]. Within less than a decade of launching, Revolution reported selling in more than 15,000 outlets across 64 countries [3]. It also operates sister lines, including I Heart Revolution and Makeup Obsession.

In 2019 the company was named in the Sunday Times Fast Track 100 as the fastest-growing beauty brand in the UK [2]. It made its stock market debut in 2021, when Jupiter Asset Management and Chrysalis Investments pledged shares and Dave Forsey was appointed managing director; at that point it reported around 220 employees and $139 million in annual turnover.

The company trades as part of Revolution Beauty Group PLC. Its largest shareholder became the online fashion retailer Boohoo, which in June 2023 staged a boardroom coup to remove the leadership team, saying the board was not delivering value for shareholders [4]. Chief executive and chairman Bob Holt was ousted in July 2023, and the chief financial officer left that December [2]. Lauren Brindley is recorded as the current chief executive.

Revolution's shares were suspended on the London Stock Exchange on 1 September 2022, after it failed to file its final results for the 2022 financial year [4]. Co-founders Minto and Allsworth stepped down in November 2022 amid an accounting investigation by the auditor BDO [4]. The company later reached a £2.9 million settlement with Minto, payable in six annual instalments [4]. Separately, it has faced claims from figures including Kat Von D and the beauty creator Manny MUA that it copied makeup designs — allegations Minto has denied [2].

Revolution remains an active, trading company with a live e-commerce operation and current-year branding. Having come through the 2022–2023 accounting crisis and change of control, it continues to sell across its makeup, skincare and haircare ranges.