Fragrance house

Revolution Beauty London

Revolution Beauty London was founded in 2014 by Adam Minto and Tom Allsworth as a beauty business designed to challenge established operators through a multi-brand, multi-category, multi-channel platform. It began with makeup, added skincare in 2018, and expanded into haircare in 2021. From the start, its identity combined affordable, cruelty-free cosmetics and skincare with rapid trend response and a digital-first model shaped by influencers and social media. Minto’s founding role covered product design and development, brand creation, sales strategy, and social and influencer platforms. By 2024, the group described the brand as a mass beauty business serving a Gen Z customer base through fast-track, test-and-learn development, community feedback, and digital and social channels. In May 2025, it began a formal sale process after receiving a preliminary approach, but ended the process after receiving no proposal the board could recommend to shareholders.