Rimmel London Mascara Is Going Viral Again — Is It Still Worth It?
24.02.2026 - 01:37:51 | ad-hoc-news.de
Bottom line up front: If you want big, dramatic lashes on a drugstore budget, Rimmel London mascara is quietly competing with prestige formulas that cost 2–3x more — especially in the US, where it's easy to grab at Target, Walmart, CVS, and Amazon.
You've probably seen the black tube with the oversized brush pop up on TikTok, Reddit, or in old-school YouTube favorites. The question now isn't whether Rimmel can do volume — it's whether their latest formulas still hold up in 2025 against newer clean, tubing, and 24?hour wear mascaras.
Discover how Rimmel London mascaras fit into Coty's global beauty lineup here
Analysis: What's behind the hype
Rimmel London isn't a single mascara; it's a whole lineup of budget-friendly formulas under Coty Inc., aimed squarely at people who want big, bold lashes without prestige pricing. In the US, the most talked?about options right now are:
- Scandaleyes Volume On Demand – buildable volume, classic "false lash" drugstore look.
- Scandaleyes Reloaded – intense volume with slightly drier texture for less clumping.
- Kind & Free Clean Mascara – Rimmel's "clean" play: vegan, free-from claims, more natural finish.
- Lash Accelerator – length?focused formula with conditioning claims that long-time fans still hunt down.
Across US beauty forums and recent videos, the pattern is clear: Rimmel is still a go?to for dramatic volume under $10, even as newer clean and tubing formulas try to steal the spotlight. What makes these mascaras stand out is how often they're compared side?by?side with prestige staples from Too Faced, Benefit, or Lancôme — and don't totally lose.
| Rimmel Mascara (US) | Finish / Look | Key Use-Case | Typical US Price Range* | Best For |
|---|---|---|---|---|
| Scandaleyes Volume On Demand | Bold volume, noticeable thickness | Night out, dramatic lashes in 2–3 coats | ~$6–$9 at major US retailers | Short or sparse lashes that need impact |
| Scandaleyes Reloaded | Full, dense lashes; can clump if over-applied | One?coat drama, quick routine | ~$6–$9 | People who like thick, "chunky" volume |
| Kind & Free Clean Mascara | Softer, everyday definition | Office, school, "no-makeup" looks | ~$7–$10 | Sensitive eyes, ingredient?conscious users |
| Lash Accelerator | Length + separation, less thickness | Layering under a volumizing mascara | ~$7–$11 (varies more by availability) | Already full lashes that need extra length |
*Prices are indicative US retail ranges based on major chains and may vary by store, region, and promotions. Always check the current price at your retailer.
US availability and why it matters
Unlike some European drugstore favorites that never make it stateside, Rimmel London mascaras are widely available across the US. You can typically find them at:
- Drugstores: CVS, Walgreens, Rite Aid (in-store and online)
- Big box retailers: Target, Walmart
- Beauty and e?commerce: Amazon, Ulta (select SKUs), some grocery chains
That matters because mascara is one of those products you burn through quickly. Having it on shelves everywhere at a sub?$10 price point makes Rimmel a realistic "backup" or everyday staple — even if you still rotate in a $25+ high?end tube.
Formula performance: what reviewers actually notice
Across recent English?language YouTube reviews, TikTok "drugstore dupes" content, and Reddit beauty threads, a few consistent themes show up:
- Volume is real for the price. The Scandaleyes line, in particular, still delivers dramatic thickness with 1–3 coats, especially on medium to long lashes.
- Length is decent, not record?breaking. If you want supermodel length, you may still stack it with a lengthening or tubing mascara, or use Lash Accelerator underneath.
- Clumping can happen if you're heavy?handed or layer more than three coats, especially with Scandaleyes Reloaded.
- Smudging varies by eye shape and oiliness. Some users with oily lids report afternoon transfer under the eyes, while others get full workdays without raccoon eyes.
- Removal is easy with basic micellar water or balm cleanser. Rimmel's non?waterproof formulas generally don't require a dedicated eye makeup remover.
On US?focused forums, users often compare Rimmel to Maybelline Sky High, L'Oréal Lash Paradise, and E.l.f. Lash'n Roll. The general expert and enthusiast consensus: Rimmel holds its own on volume, loses a bit on ultra?clean separation, and sits comfortably ahead of its price bracket on intensity.
Brushes and application: where you'll feel the difference
Rimmel leans into older?school, larger brushes rather than ultra?skinny or comb?style wands. That's a plus if you like instant volume and a minus if you have very small or deep?set eyes.
- Scandaleyes Volume On Demand uses a large, traditional bristle brush designed to grab a lot of product fast.
- Kind & Free shifts slightly more modern, with a brush that aims for definition over sheer bulk.
Makeup artists who still recommend Rimmel to clients usually pair it with a lash comb or clean spoolie for de?clumping and more separation. That extra five seconds can turn the "too much" effect into a deliberate editorial lash.
Wear, flaking, and US climate realities
American reviewers in humid states like Florida and Texas report that standard Rimmel formulas can soften in high heat, particularly if you have oily skin or use a rich eye cream. Waterproof versions — where available — do better in that scenario but are a bit harder to remove.
Beauty editors and long?time users frequently mention:
- Minor flaking after 8–10 hours on some formulas, mostly when over?applied.
- Light transfer to the brow bone for hooded eyes, common to many non?tubing mascaras.
- Reasonable performance through a standard workday if you stick to 1–2 coats and avoid touching your eyes.
Ingredients and "clean" positioning
Coty has been gradually modernizing its portfolio, and Rimmel's Kind & Free mascara is clearly angled at ingredient?conscious US shoppers. It emphasizes vegan credentials and omits some controversial additives that mainstream drugstore mascaras still use.
That said, if you have severe eye sensitivity or specific allergies, you should still skim the ingredient label and patch?test where possible. "Clean" is a marketing term, not a regulated category, and reactions are highly individual.
Who should actually buy it?
Based on recent expert comments, influencer testing, and crowd reviews, Rimmel London mascara makes the most sense if you:
- Want big volume on a tight budget and don't mind a slightly messier brush.
- Prefer a classic "drugstore glam" look over super-separated, wispy lashes.
- Like having a backup mascara in your bag, car, or desk that you won't cry over if it dries out.
- Are curious about cleaner options without prestige pricing (Kind & Free).
If you're committed to tubing technology, ultra?minimal smudging, or feather?light definition, you may still end up happier with more specialized tubing mascaras or high?end picks. Rimmel — especially the Scandaleyes range — was built first and foremost for visible drama.
Want to see how it performs in real life? Check out these real opinions:
What the experts say (Verdict)
Pulling together recent beauty editor roundups, influencer side?by?side tests, and crowd reviews, here's the distilled verdict on Rimmel London mascaras for US shoppers:
- Value remains its strongest card. For under $10, you're getting volume and intensity that still punch above the price, especially in the Scandaleyes line.
- Finish skews bold, not subtle. If you love fluffy, highly separated lashes, you may need to pair it with a lash comb or choose a more defining formula.
- Performance is solid but not bulletproof. It can smudge or flake on oilier lids or in heavy humidity, though many users still get a serviceable 8?hour workday.
- Shade and variant availability can vary by US retailer. Some stores stock only one or two Rimmel mascaras, so online is often your best bet for specific formulas.
- The clean pivot is promising. Kind & Free shows Coty is listening to ingredient?savvy consumers, even if "clean" here is more about marketing than hard regulation.
If you're currently buying $20–$30 mascara and watching it dry out halfway through the tube, Rimmel London is a low?risk experiment: grab a Scandaleyes or Kind & Free on your next Target or CVS run, wear it for a week, and see whether the real?world volume and comfort are enough to justify swapping it into your daily rotation.
The bottom line: for big lashes on a small budget in the US, Rimmel London mascara still earns its space in the drugstore aisle — especially if you know going in that you're choosing drama first, and perfectionist separation second.
Hol dir den Wissensvorsprung der Profis.
Seit 2005 liefert der Börsenbrief trading-notes verlässliche Trading-Empfehlungen – dreimal die Woche, direkt in dein Postfach.
100% kostenlos. 100% Expertenwissen. Trage einfach deine E-Mail Adresse ein und verpasse ab heute keine Top-Chance mehr.
Jetzt abonnieren.
