Fragrance house

Ultima

Ultima’s name first appeared in 1959 within Revlon, coined by marketing head Beatrice Castle for a nutrient-rich night cream. The line expanded into foundations, powders, and lipsticks in 1960 before being overhauled and relaunched as Ultima II in 1964. In 1966, Ultima II added a fragrance and a complete skin-treatment line, with Charles Revson’s endorsement and name appearing on the packaging. A campaign for Ultima II associated Lauren Hutton as its exclusive model and Richard Avedon as her exclusive photographer. Fragrance records identify the original Ultima as a 1961 oriental fragrance associated with Ultima II and Revlon, followed by a 1967 Ultima II fragrance made in association with Revlon. Revlon entered Chapter 11 restructuring in 2022 and, under a plan confirmed in April 2023, emerged as a private company whose majority equity was to be owned by former lenders.