Using smart-tone technology, it combines finely dispersed pigments that create natural-looking shades, and ingredients in the formula that enable it to blend seamlessly with skin. Rimmel London is an inner confidence that how we look is always cool, irreverent, never predictable and always evolving. Rimmel is not perfection or intimidating, it is like London : young, urban, eclectic, edgy. It is expression with no rules, it is real, it is accessible. Live the London Look.