Revlon helped define mid-century American cosmetics with matching nail and lip colors and campaigns such as 1952's 'Fire & Ice'. The modern company is smaller and private: after the 2022 bankruptcy, ownership passed to its former lenders, and the parent Revlon Group Holdings LLC now manages a portfolio that includes Revlon, Elizabeth Arden, Almay, CND, American Crew, Mitchum, Creme of Nature and licensed fragrances. The company is headquartered in New York City, New York.
Revlon makes money by manufacturing beauty products and selling them wholesale to retailers and distributors, plus direct online sales. Its portfolio of more than 20 brands spans mass color cosmetics (Revlon, Almay), nail care (CND, Cutex, SinfulColors), hair care and color (Revlon ColorSilk, American Crew, Creme of Nature), Mitchum deodorant, and fragrance (Elizabeth Arden plus licenses such as Juicy Couture, Elizabeth Taylor and Christina Aguilera). Fragrance alone supplies roughly a quarter of sales, according to CEO Michelle Peluso. Mass products sell through drugstores, mass merchants and supermarkets; Elizabeth Arden sells through department stores, specialty and travel retail; CND and American Crew sell into salons and barbershops.