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 article content.
LLM-generated pages with certain obvious signs of being machine generated may be deleted without notice. Instead, only summarize in your own words a range of independent, reliable, published sources that discuss the subject. 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)
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{{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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