Rimmel London has named global street artist Indie184 as Chief Artistic Officer, the first role of its kind for the brand. This is the latest move for Rimmel, a cutting-edge brand synonymous with bold and fearless makeup looks, since announcing the brand’s Edge Your Look Campaign in 2017. The campaign, which promotes a vibe fueled by cultural richness, diversity, and a sense of freedom, continues to display Rimmel's commitment to individuality and self-expression. As an innovative talent known worldwide for her boundary-pushing street art, Indie184 will continue propelling the brand’s edgy, creative, and unique persona, while inspiring consumers to embrace their inner artist when creating their own looks.
Rimmel, at its core, has always been about being bold and daring—breaking the rules and being unapologetically fearless. After identifying an opportunity to sharpen its positioning in the US, Rimmel relaunched with the Edge Your Look campaign last year, shifting towards an edgier tone, content and product offering. Now, the brand is amplifying this shift via a grassroots movement with consumers to identify and celebrate local trends with Street Beauty.
Street Beauty centers around the insight that tomorrow’s trends emerge from the ground up, on the streets. Rimmel looks to own this space, taking inspiration from the local sub-cultures of street beauty found across America. This approach is a natural fit with Rimmel’s brand mission: the brand celebrates those who are defining what beauty means today. It’s also on point with today’s consumer dynamics in that it’s powered by the people, taking inspiration from real men and women across the US, which is inherently inclusive and diverse. Rooted in a desire to explore, express, and be true to themselves, Rimmel invites all to edge your look.
To bring this to life, this month Rimmel will launch a new campaign, “The Art of Beauty” in partnership with Indie184.The artist’s style is bold and graphic, characterized by bright colors, feminine accents and stylized images of prominent women, from Elizabeth Taylor to Rihanna. Her work epitomizes the idea that beauty is art and art is beauty. In partnering with Rimmel, she will translate her unique artistic perspective to edgy beauty looks that can be recreated with Rimmel products. She will consult on brand content creation to be rolled out in media beginning in February.
“I’m excited to begin a new artistic journey with Rimmel London,” explains Indie184. “As an artist, I have always appreciated the individuality that comes with creating a makeup look. Rimmel London is committed to utilizing makeup as a creative tool and finding beauty in the unique.”
Native New Yorker Indie184 is no stranger to the underground art scene—she’s been active in the graffiti culture for over a decade and a half. Determined to express herself to the world through art, she quit business college to teach herself how to sew, paint and produce graphic design. Influenced by abstract expressionism and pop art, her paintings are raptures of color and textures fused with her original graffiti and street art, imagery, and designs juxtaposed with personal messages. Indie’s art has been exhibited in galleries and museums worldwide, including El Museo del Barrio in New York City and Völklingen Ironworks Museum in Saarbrücken Germany. You can find her graffiti pieces in the streets from the South Bronx to Paris—the perfect embodiment of global street style.
“Indie184 is an amazing artistic talent and we are thrilled to have her creative mind as an asset to the brand”, says Chandra Coleman, VP of US Marketing at Rimmel. “Her work epitomizes the notion that beauty is art and art is beauty. Rimmel is all about redefining beauty standards and using our products to create your unique, bold and edgy look. We’re so excited about this rich partnership.”