When a brand says they're about to start 'a revolution' it's easy to take it with a huge pinch of salt; pretty much every name out there claims to be changing the way the industry works, how we buy makeup or the price we need to pay to get a great product - but Makeup Revolution actually achieved just that. When they launched into the UK only four years ago, there was a huge thirst for budget beauty and a need to pick up something new every week; consumers had an overwhelming appetite for everything makeup related, driven by incredible innovation and a focus on experimentation. Beauty blogs and YouTube tutorials had for the first time placed the power in the hands of the consumer, the result being a fascination with new colours and trying out new textures. Makeup Revolution met this need perfectly, delivering affordable cosmetics faster than we could snap them up, alongside some questionable dupes ("when is it too far"" we started to ask...) and they made an industry wide impact. Sales rocketed, other brands reacted accordingly and bloggers went crazy for the name that made creating content easy.
Read more

...