Draft:RMS Beauty
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Comment: In preparing this draft, I disclose that AI assistance was used as follows: I used AI to help find my sources Chetandrewburns (talk) 04:33, 2 October 2026 (UTC)
Submission declined on 28 August 2026 by ClaudineChionh (talk). This draft appears to contain text generated by a large language model (such as ChatGPT). You cannot use LLMs to generate, draft, or rewrite article content.
Please delete the portions which were LLM-generated, and summarize in your own words a range of independent, reliable, published sources that discuss the subject. If you have used an LLM but you believe that your use is covered by one of the two exceptions (basic copyediting and translation between two languages in which you are fully fluent), please provide a transcript of the prompt(s) you used while writing your draft (see the how-to guide). Reviewers can make mistakes. If you have not received any LLM assistance, you may seek a second opinion at the AfC Help Desk. See the advice page on large language models for more information.
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- Comment: In accordance with the Wikimedia Foundation's Terms of Use, I disclose that I have been paid by my employer for my contributions to this article. Chetandrewburns (talk) 21:24, 27 August 2026 (UTC)
Name of your employer
{{paid|employer=RMS Beauty}}
RMS Beauty is an American cosmetics company founded in 2009 by makeup artist Rose-Marie Swift.[1] It is based in Charleston, South Carolina.
History
Rose-Marie Swift founded RMS Beauty in 2009 after working as an editorial makeup artist for 20 years.[1][2] Vogue reported in 2012 that Swift developed the line after looking for cosmetics that would meet her ingredient safety standards as well as her performance standards as a professional makeup artist.[1] The company's early product assortment included cream eye colors, luminizer, and multipurpose lip and cheek products.[1]
RMS Beauty emerged before the term "clean beauty" became common in the cosmetics industry.[3][4] As the clean beauty category expanded, RMS Beauty evolved into a broader cosmetics business.[2] In a 2026 analysis, Vogue examined RMS Beauty alongside other companies adapting to change in the beauty industry, including the mainstreaming of clean beauty and shifts in retail and direct-to-consumer strategy.[2]
In 2021 Highlander acquired a majority stake in RMS Beauty for an undisclosed amount. [5] Swift remains involved with the company since the transaction.[5]
RMS Beauty later expanded its retail distribution, launching lip oils on Ulta.com in 2024, followed by an in-store rollout to approximately 200 Ulta Beauty locations in August 2025.[6]
Products
RMS Beauty produces color cosmetics, complexion products, lip products, skincare, and mineral sunscreen.[1][6] Its original assortment centered on cream formulations made with botanical oils and designed to create a natural-looking finish.[1] UnCoverup, Lip2Cheek, and Living Luminizer became longstanding products within the line.[1][3]
The company's early formulations incorporated ingredients including coconut, jojoba, and buriti oils.[1][3]
RMS Later expanded beyond its original cream-based assortment into powder, liquid complexion, skincare, and sun-care products.[6][7]
References
[edit]- 1 2 3 4 5 6 7 8 Vogue (2012-01-17). "Natural Wonder: Rose-Marie Swift's RMS Makeup Line Revealed". Vogue. Retrieved 2026-08-27.
- 1 2 3 Schiffer, Jessica (2026-04-17). "Where Should Your Beauty Brand Be After 10 Years?". Vogue. Retrieved 2026-08-27.
- 1 2 3 "【新連載 クリーンビューティのルーツを探して by Tomohiro Muramatsu】vol.1 「rms beauty」の美しすぎる発色と質感の理由". ELLE (in Japanese). 2021-02-17. Retrieved 2026-10-02.
- ↑ Regensdorf, Laura (2023-04-18). "Dôen and RMS Beauty Are Writing the Script for Effortless Summer Skin". Vanity Fair. Retrieved 2026-10-02.
- 1 2 Collins, Allison (2021-10-08). "EXCLUSIVE: RMS Beauty Sells Majority Stake to Highlander Partners". WWD. Retrieved 2026-10-02.
- 1 2 3 McCormack, Claire (2025-08-03). "RMS Beauty Rolls Out To 200 Ulta Doors". Beauty Independent. Retrieved 2026-08-27.
- ↑ Spruch-Feiner, Sara (2024-04-12). "RMS Beauty celebrates growth with 360-degree marketing campaign". Glossy. Retrieved 2026-08-27.
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