Revlon was established in New York City on March 1, 1932, where it remains. The three men-brothers Charles and Joseph Revson, along with chemist Charles Lachman-founded the company during the Great Depression, pooling their resources to develop a new manufacturing process that used pigments instead of dyes for nail enamels. Revlon started with one product and soon expanded its range, offering a variety of shades and, by 1940, an entire manicure line complemented by lipstick.
During World War II, Revlon developed makeup and related products for the United States Army, an effort that earned the company the Army-Navy “E” Award for Excellence in 1944. By the war’s end, Revlon had become the number two cosmetics producer in the United States. The firm expanded through strategic acquisitions, such as Graef & Schmidt, enabling it to manufacture its own manicure and pedicure instruments rather than relying on external suppliers.
Revlon implemented a divisional strategy, borrowing the approach from General Motors to organize its business into discrete divisions focusing on different markets. The company continued expanding through the 1950s and 1960s, acquiring Knomark in 1957 and later exploring additional lines, including Ty-D-Bol and a stake in Schick, though some assets were later discarded. International growth followed, with Revlon marketing overseas by the late 1950s and launching in Japan in 1962, alongside subsidiaries in France, Italy, Argentina, Mexico, and Asia.
In the late 1960s and 1970s, Revlon introduced innovative products such as Eterna27 (the first cosmetic cream with an estrogen precursor Progenitin) in 1968, followed by other launches like Charlie perfume in 1973. Net sales rose to $506 million in 1973 and $606 million in 1974. Charles Revson died in 1975, and Michel Bergerac succeeded him as president, continuing to expand holdings and acquisitions, including Coburn Optical Industries and Armour Pharmaceutical Company.
Throughout the late 1970s and 1980s, Revlon pursued aggressive acquisitions to bolster its portfolio, adding brands such as Max Factor, Fermodyl, Lancaster, and Halston, and entering the ethnic care market with Colomer’s acquisitions. The company faced competitive pressure from Estée Lauder, and its debt burden grew after attempting a hostile takeover of Gillette in the early 1980s, a move that contributed to a challenging financial period.
The mid-1980s saw further strategic shifts, including the restructuring of assets via high-profile sales in a bid to strengthen the balance sheet. Revlon’s marketing pivots included collaborations with famous models and photographers, and the brand named a diverse set of spokesmodels through the 1980s and 1990s, such as Naomi Sims, Iman, Cindy Crawford, Kate Bosworth, Halle Berry, and Eva Mendes, among others. In 2009, Elle Macpherson joined as a spokesperson, continuing Revlon’s legacy of high-impact advertising with notable campaigns.
Revlon has also been a corporate sponsor of charitable initiatives, notably the Revlon Run/Walk, founded in 1994 to support breast and ovarian cancer research and awareness through partnerships with foundations like the Entertainment Industry Foundation. The company has supported Look Good Feel Better and other cancer charities, and has operated outreach programs such as mobile mammography clinics.
In the 1990s and 2000s, Revlon continued to acquire and consolidate brands, expanding its footprint into skincare, haircare, and color cosmetics. The company faced significant financial reorganizations in the 2010s and early 2020s, including exited markets and leadership changes. Revlon filed for bankruptcy protection in 2022, reflecting broader challenges in the consumer-packaged goods sector, and was subsequently delisted from the NYSE. The restructuring aimed to reduce debt and refocus the portfolio amid competition from newer brands and changing consumer preferences.
Revlon’s advertising history is notable for its early adoption of color photography and high-profile campaigns. By the mid-1940s, the company shifted from black-and-white to full-color photographic advertisements in major magazines and stores. Revlon’s campaigns featured prominent fashion photographers like Richard Avedon, Cecil Beaton, and John Rawlings, with memorable campaigns including “Paint the Town Pink,” “Fatal Apple,” and later “Where’s the Fire?” and “Fire and Ice.” The brand also cultivated a strong presence through global campaigns and diverse modeling, including Dorian Leigh, Naomi Sims, and Iman, helping to expand color cosmetics and addressing beauty standards for broader audiences.
Today, Revlon remains a major name in haircare and beauty, navigating a competitive market with a portfolio that spans makeup, skincare, fragrance, and haircare products, alongside legacy brands and strategic acquisitions. The company’s history illustrates a pattern of aggressive expansion, bold marketing, and resilience in the face of debt cycles, market shifts, and industry challenges, including regulatory and health considerations in the broader cosmetics landscape.
Infographics and visuals can help illustrate Revlon’s growth trajectory, key acquisitions, and advertising milestones.
Video summaries of Revlon’s early formation, major product launches, and strategic shifts provide a concise narrative of its development.
Table: Selected milestones in Revlon’s history
| Year | Event |
|---|---|
| 1932 | Founded in New York City by Revson brothers and Lachman |
| 1944 | Army-Navy E Award for Excellence |
| 1962 | Debut in Japan; international subsidiaries established |
| 1973 | Charlie perfume launch; net sales $506 million |
| 1983 | Hostile Gillette takeover attempt; large debt incurred |
| 2022 | Bankruptcy filing; delisting from NYSE |
In addition to its business activities, Revlon has been involved in ad campaigns that shaped industry standards, including the shift to color photography and partnerships with top photographers and models. The company’s philanthropic efforts, notably the Revlon Run/Walk, reflect a long-standing commitment to health-related causes and community engagement.