After identifying a gap in the beauty industry which they felt was controlled by a handful of major players, Adam Minto and Tom Alsworth founded Revolution Beauty in 2014. Taylor Hiskey, head of marketing in the U.S. for Revolution Beauty, said Minto previously spent
decades supplying and formulating for major cosmetics companies, both mass and luxury brands. “He saw firsthand that higher price points don’t necessarily equal higher quality.”
Hiskey said Revolution Beauty was the first cosmetics brand launched through social media. “It really opened up access to beauty in a more attainable way.” She commented that since 2014, in the UK, the company has grown significantly in major countries all around the world. “Of course, here in the U.S., we launched at Ulta Beauty first and now you can find us at Ulta, Walmart, Target, Amazon, H-E-B, Shoppers in Canada, and TikTok Shop.”
Hiskey said the company believes in inclusivity and making sure that beauty is available to all. “You do not have to have to sacrifice quality and performance to have a perfect face of makeup. And you also don’t have to pay an exorbitant amount of money to do so either. You can have the best of both worlds.”
Top sellers include the Pout Bomb Shimmer Lip Glosses. “These plumping effect Pout
Bomb Lip Glosses come in a wide range of shades and finishes and can be found across all of our retailers.”
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The Revolution Icon eyeshadow palettes have two different formulas within the palette itself — both cream and powder formulas, matte and shimmer. “They’re so creamy and beautiful, and they really give a luxe finish. We have several different colorways for this, which includes the Cherry Icon Rich Berry palette, our most recent launch. We also have the Master Icon Matte Nudes palette, which is a combination of all nude, all matte shades. And then we also have one of my personal favorites, which is the Enchanted Icon palette. It is just a gorgeous combination of purples and browns and golds that really come together to make this really beautiful finish for eyes. The Icon palettes are one of my favorites just because of the quality and the price point.”
Additionally, Hiskey says their Loose Baking Powders and Super Fix Misting Spray are also among their most popular products. “The Loose Baking Powders were probably one of our first viral products, and I think probably the number one selling product for us for quite some time is our Super Fix Misting Spray.”
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Hiskey says it’s not just the product that keeps consumers coming back, it’s the reliable performance and the price point. “I do think that there is something to be said about who we are as a brand and the promises
that we make in terms of continually innovating, continually being able to provide products that consumers can be excited about and also allowing them to not break the bank when they’re shopping for new products. But also, we have incredible retailer partners. Ulta has continued to be an amazing partner with us and for us. We just did our Superfix Foundation launch with our Ulta partners. Having opportunities to connect with our customers on the ground, which is something that we’re going to continue to push more to do as we move forward, is huge.”
Having been initially hired to start the company’s TikTok shop, Hiskey sees it quickly becoming not just a commerce space, but a brand-building space for those who have “leaned in there. It is a wild space to be in. There’s still so much growth to happen, so much innovation in what TikTok is doing on the platform. At the end of the day, the reason why we’re doing it is to be able to bring our products, education, who we are as a brand, and the quality of the products that we provide to a much larger group of people.”
“You are the Revolution” is the company’s tagline, and Hiskey said it’s the promise they make. She said the longevity of the products and customer feedback is what they will continue to build on.