50% Revolution Beauty Promo Codes ➡️ (7 Revolution Beauty Coupon Codes) April 2024 Australia

Makeup Revolution

Makeup Revolution delivers revolutionary performance and quality, in every product at revolutionary prices. A makeup revolution in offering a comprehensive range of foundation and face products for all skin tones - from fair to dark, from yellow to pink tone - every shade has been covered, there is a shade and formulation for everyone at a price everyone can afford. At Revolution, we believe everyone should enjoy the best quality products without the eye-watering price tag. We obsess about giving our customers what they want. Our cruelty-free range stars bestsellers like the super-pigmented Reloaded eyeshadow palettes, our Conceal & Define range - including the concealer which sells every 5 seconds around the globe and its demi-matte full cover foundation - as well as our hugely popular Vlogger collaborations.

Revolution Beauty Liquid Highlighter

Liquid highlighter drops with a variety of uses!

This concentrated, highly pigmented highlighter is a must-have for all lovers of glow! To use as a liquid highlighter, simply apply to the high points of the face and blend with a synthetic brush or sponge. For a more dewy and luminous finish, mix into your favourite foundation. For a gorgeous head-to-toe glow, mix into your body lotion or creams. Or use alone with your everyday skincare for a natural glow from within - even on bare-skin days.

While every effort has been made to ensure accuracy of product colour, some variations in colour may occur.

How Revolution Beauty's 'fast beauty' model has impacted the industry

In 2019, Revolution Beauty was named within the Sunday Times Fast Track 100 as the fastest growing beauty brand in the UK. What's behind the brand's success and what does it mean for marketing in the industry?

Founded in 2015, Revolution Beauty sells 'mass-tige cosmetics', which is essentially mass-produced products that are marketed as prestige and sold at affordable prices.

The brand's success has been noted within the wider beauty market. According to the report, 'disruptive startups, like Revolution Beauty, are challenging the status quo by adopting fast fashion techniques.'

Replicating the 'fast fashion' business model

The concept of fast fashion is commonplace, with brands like Zara and Boohoo popularising trend-driven, affordable clothing.. In the past five years, this business model has transferred into the beauty world, with brands replicating the time-frame for development - and the success that can arise from selling this way.

As its aforementioned growth confirms, Revolution Beauty is one of the most successful examples to date. This is partly down to its speed to market. This model differs to the standard manufacturing strategy of the biggest beauty brands, such as L'Oréal, which typically focus on smaller and more sporadic product launches.

However, the growth of fast beauty brands like Revolution Beauty - as well as competitors like Colour Pop and NYX - has had a knock-on effect, leading bigger names in the cosmetics industry to also accelerate speed to market. Another example is Mac, which recently launched Mac Underground - an umbrella brand that rapidly develops and launches products in a limited capacity, often based on trends or consumer preferences, such as its current rainbow highlighter for Pride.

It is this fast business model that enables Revolution Beauty to generate immediate customer feedback, which it then uses to determine whether or not to further produce and stock a particular product. Again, this is something that fashion brands do, like Boohoo and its 'test and repeat' model. Similarly, Revolution Beauty determines which products sold through its ecommerce platform are the most popular, before pushing them out to retail partners like Superdrug and Boots.

Bringing brand values to the forefront

Of course, Revolution Beauty's success is not only down to the adoption of a new business model, but the recognition of what consumers want from beauty - particularly younger consumers. As well as greater choice and affordability, a growing number of consumers want cruelty-free beauty products. This is something that Revolution Beauty promotes as a USP, reassuring consumers that none of its products are tested on animals, while 76% of its products (and growing) are now vegan.

As well as striving to be cruelty-free and vegan, Revolution Beauty heavily promotes its brand values of diversity and inclusion, which feeds into the growing consumer demand for more realistic portrayals of beauty within the industry.

Influencers driving hype

Of course, using influencers is now a tried and tested approach for beauty brands, with many incorporating influencers into their wider marketing strategy. For Revolution Beauty, however, influencer marketing has been an intrinsic focus from the start - and something that has generated tangible success. According to Tribe Dynamics, over 40% of the brand's 2019 EMV (earned media value) came from influencers on a streak of six months or more. A 'streak' refers to influencers posting month-on-month.

As well as general awareness of the brand, Revolution Beauty's influencer strategy mostly generates hype around new product releases, helping them to take on a cult-like status. For the launch of the brand's 'Conceal & Define Concealer' in 2018, the brand partnered with a number of high profile influencers including Sophdoesnails and Debra-Now. The product was well-received by influencers, resulting in an authentic campaign that was fuelled by word-of-mouth. Out of the campaign's 1.2k influencers, 759 reportedly used the concealer more than once, and 190 included it in 10 or more pieces of content.

Building on this influencer interest, the brand has also gone on to collaborate with a number of big names on social media, releasing products emblazoned with the names of influencers including Tammi X and Patricia Bright to further drive sales.