Out with the old, in with the new: Ulta ditches Rimmel London

Out with the old, in with the new: Ulta ditches Rimmel London

Fresh from the announcement that it is to stock Chanel’s make-up line, Ulta is having a clear out – or so says a report published by Allure, quoting WWD, which claims that the US retailer has dumped Coty-owned Rimmel London.

Rumors have been circulating since January with shoppers noticing that the brand was no longer listed on its tally of brands on the website, and several store displays packed up. However, the news was only confirmed this week, with all products delisted from the website.

As the Allure report notes, The Cut is speculating that the move can be explained by the brand’s relaunch, which is currently in progress and designed to widen its appeal in the US.

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