Long lashes, less clumps - why Rimmel London Thrill Seeker Mascara hits a sweet spot

Rimmel London Thrill Seeker Mascara wants volume without crunchy lashes. A whipped texture, bold pigment and a surprisingly fair price put the Coty brand straight into the everyday-makeup discussion - with a few trade-offs you should know before buying.

Reviewed: ad hoc news Software & Services desk. Edited and checked on 2026-06-18, 02:36. Details in the imprint.

Rimmel London Thrill Seeker Mascara is one of those tubes that promise drama the moment you twist it open - bold orange cap, chunky wand, big-volume claim. On the lashes it goes for a fluffy, almost weightless look that aims to survive a long day in the city.

What this mascara promises

Rimmel London positions Thrill Seeker as a high-impact volume mascara with a "whipped" mousse-like formula that should feel light on the lashes even in several coats. The brand talks about buildable drama, bold color payoff and up to 24-hour wear without flaking.

The brush is a dense, slightly tapered fiber wand, not a spiky plastic comb. It is designed to grab the tiny lashes at the inner corner and still push volume on the outer edge for a lifted, almost winged effect.

On the lashes in everyday use

On first swipe, Thrill Seeker lays down a generous amount of product - lashes look immediately darker and fuller, especially at the roots. With a second coat you get that distinct thick-fringe look, but the formula stays comparatively soft and flexible.

Testers in UK drugstore reviews often praise how the mascara keeps curl and volume through a normal workday, even on naturally straight lashes. Some, however, report that very oily lids can lead to slight smudging after several hours, particularly on the lower lash line.

Clumps, removal, and feel

Because the brush is so densely packed, quick, small wiggle movements work better than slow heavy strokes. If you overload the wand, small clumps can appear at the tips, but a clean spoolie or lash comb fixes this easily.

Removal is pleasantly unspectacular. With a standard micellar makeup remover or cleansing balm the pigment dissolves without much rubbing, and lashes do not feel stripped or brittle afterward. That makes Thrill Seeker attractive for users who wear mascara almost every day.

Waterproof variant and shades

Rimmel also offers a Thrill Seeker Waterproof version that targets users in humid climates or those prone to watery eyes. It trades a bit of the mousse-like softness for stronger hold, making it better suited for long commutes or light rain.

Shade-wise, the core lineup focuses on very deep black, which suits the high-volume positioning. In some markets, including the UK, additional black-brown or limited-edition shades appear intermittently, but availability differs between drugstore chains.

Price point and availability

Thrill Seeker Mascara sits in the classic British drugstore segment. In the UK it typically retails around £11, giving it a modest premium over basic volume mascaras but still far below prestige brands from Coty’s luxury portfolio. Promotions often push the effective price lower.

In Germany, Rimmel products have a lower profile than before, so availability can be patchy and often shifts to online retailers and cross-border platforms. By contrast, in the UK and several European markets, the mascara is widely stocked in chains like Boots and Superdrug.

How it fits into Coty’s strategy

Thrill Seeker slots neatly into Coty’s strategy of pushing Rimmel London as a playful, high-impact color brand while keeping prices within reach of younger consumers. The bold design and volume focus clearly target social-media-ready eye looks rather than subtle office makeup.

Overall, the product shows how Coty uses relatively small formula and packaging updates to refresh classic categories like mascara and defend shelf space against aggressive competitors in the drugstore aisle.

Coty context and share reference

Coty manages Rimmel London alongside brands such as Max Factor, CoverGirl and a large portfolio of prestige fragrances, using shared innovation and marketing platforms across segments. That scale helps a mass product like Thrill Seeker benefit from group-wide research and distribution capabilities.

Shares of Coty (US2220702037) are listed on the New York Stock Exchange in US dollars.

Key facts on Thrill Seeker

• Product: Rimmel London Thrill Seeker Mascara
• Manufacturer: Coty Inc.
• Category: Lifestyle/Consumer mascara
• Launch: Around 2023 in key European drugstore markets
• RRP / Price: Approx. £11 in the UK, often lower in promotions
• Availability: Widely in UK drugstores such as Boots and Superdrug, selective online availability in other European markets
• Target group: Consumers seeking bold volume and deep black lashes at an affordable price
• Highlight / USP: Whipped, buildable formula for big volume with a relatively lightweight feel on the lashes

This article was AI-assisted and editorially reviewed. Product information without guarantee; prices and availability may change at short notice. No investment advice, no buy or sell recommendation. Stock-market transactions involve risks up to total loss.