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Mascara by Rimmel London, Designed to add volume, Rich pigmented formula, With a soft bristle brush, Builds up the lashes to create a thicker, full-volume finish without clumping. Rimmel London originated with perfumer Eugene Rimmel, whose experimentation with fragrance and love of colour led him to cosmetics. Upon his death in 1887 his sons took over developing the extensive range of shades and textures. Today Rimmel London creates contemporary products with a professional finish, from eyeshadow palettes and mascaras to classic kohl eyeliners.