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Revlon: Business Model, SWOT Analysis, and Competitors 2023

Published: Apr 05, 2023

Inside This Article


    In this blog article, we will delve into the business model of Revlon, a renowned cosmetics and beauty company. We will explore the key components of their business strategy and how they generate revenue in the competitive beauty industry. Additionally, we will conduct a comprehensive SWOT analysis to identify Revlon's strengths, weaknesses, opportunities, and threats in the market. Finally, we will examine their main competitors and analyze the potential challenges Revlon may face in the year 2023. Stay tuned to gain valuable insights into Revlon's business and its position in the industry.

    What You Will Learn:

    • Who owns Revlon
    • The mission statement of Revlon
    • How Revlon makes money
    • The Revlon Business Model Canvas explained
    • The competitors of Revlon
    • Revlon's SWOT Analysis

    Who owns Revlon?

    Revlon Ownership History

    Revlon, one of the most prominent cosmetics and beauty companies globally, has had a complex ownership history. Over the years, several entities have held ownership stakes in the company, contributing to its growth and transformation.

    Founding and Initial Ownership

    Revlon was founded in 1932 by Charles Revson, along with his brother Joseph and chemist Charles Lachman. During its initial years, the company was privately owned by the Revson brothers and Lachman. Their entrepreneurial spirit and innovative approach propelled Revlon to become a major player in the cosmetics industry.

    Public Listing and Ownership Changes

    In 1955, Revlon made a significant move by going public and listing its shares on the New York Stock Exchange (NYSE). This step allowed the company to raise capital and expand its operations further. With the public listing, ownership of Revlon became fragmented, with shares being bought and sold by various investors.

    Ronald Perelman's Acquisition

    In 1985, billionaire financier Ronald Perelman made a bold move by acquiring Revlon through his holding company, MacAndrews & Forbes Incorporated. Perelman's acquisition was a leveraged buyout, where he used a substantial amount of debt to finance the purchase. This move made Perelman the majority shareholder and gave him control over the company.

    Ownership Changes and Financial Restructuring

    Over the years, Revlon faced various financial challenges, leading to ownership changes and financial restructuring. In 1996, Perelman took Revlon private again, buying out the remaining public shareholders and delisting the company from the stock exchange. This move allowed Perelman to have more control over the company's decision-making process.

    Current Ownership Structure

    As of [current year], MacAndrews & Forbes Incorporated, led by Ronald Perelman, remains the majority owner of Revlon. Perelman's holding company has continued to invest in Revlon and its subsidiaries, utilizing its financial resources to support the brand's growth and development.

    It's important to note that while MacAndrews & Forbes Incorporated holds the majority ownership, Revlon is a complex organization with various shareholders and investors. The exact ownership structure and percentages may vary, as shares can be bought and sold in the stock market.


    Revlon's ownership has evolved significantly since its founding in 1932. From being privately owned by the Revson brothers and Lachman to Ronald Perelman's acquisition and subsequent financial restructuring, the company's ownership has seen several changes. Presently, MacAndrews & Forbes Incorporated, under the leadership of Ronald Perelman, holds the majority ownership stake in Revlon. Despite these ownership changes, Revlon continues to thrive as a leader in the cosmetics industry, creating innovative beauty products that inspire and empower individuals worldwide.

    What is the mission statement of Revlon?

    The Mission Statement of Revlon: Empowering Women with Confidence and Beauty

    Revlon, a renowned global beauty brand, has a clear and inspiring mission statement that reflects its core values and purpose. The company's mission is centered around empowering women with confidence and beauty.

    Revlon's commitment to empowering women can be seen in their extensive range of high-quality cosmetics, skincare products, fragrances, and beauty tools. The brand aims to provide women with the tools and resources they need to express themselves, enhance their natural beauty, and feel confident in their own skin.

    The mission statement of Revlon goes beyond just offering beauty products. It emphasizes the brand's dedication to creating an inclusive and diverse community where women from all walks of life can feel represented and celebrated. Revlon believes that every woman deserves to feel beautiful and confident, regardless of their age, ethnicity, or background.

    Furthermore, Revlon's mission statement aligns with their continuous efforts to support various charitable causes and empower women around the world. The brand actively collaborates with organizations that focus on women's health, education, and empowerment. Through these partnerships, Revlon aims to make a positive impact on the lives of women globally.

    In conclusion, Revlon's mission statement encapsulates their commitment to empowering women with confidence and beauty. By providing a wide range of high-quality products and supporting charitable initiatives, Revlon strives to create a community where every woman can feel beautiful and confident in her own unique way.

    How does Revlon make money?

    Overview of Revlon's Revenue Streams

    Revlon, one of the world's leading cosmetics companies, generates its revenue through a diverse range of sources. With a strong presence in the beauty industry, Revlon adopts multiple strategies to ensure a steady income flow. Let's delve into some of the key revenue streams that contribute to Revlon's financial success.

    Cosmetics Product Sales

    The primary source of revenue for Revlon is the sale of its extensive range of cosmetics products. Revlon offers a wide array of beauty and personal care items, including makeup, skincare, fragrances, hair color, and grooming tools. These products are distributed through various channels, such as retail stores, department stores, drugstores, and online platforms. Revlon's strong brand recognition, innovative product offerings, and consistent quality have enabled it to capture a significant market share and generate substantial revenue from product sales.

    Licensing Agreements

    Revlon also capitalizes on licensing agreements to generate revenue. By partnering with well-known celebrities, influencers, and fashion brands, Revlon gains access to a broader customer base and increased brand exposure. Through these partnerships, Revlon licenses its brand and product formulations to third-party companies that manufacture and distribute products under the Revlon name. This allows Revlon to earn licensing fees and royalties, expanding its revenue stream beyond direct product sales.

    Professional Salon Products

    Another revenue stream for Revlon comes from the sale of professional salon products. Revlon operates in the B2B segment by offering a range of high-quality hair care, color, and styling products to professional salons and hairstylists. These products are specifically designed to meet the demands of salon professionals, ensuring optimal results for their clients. By catering to this niche market, Revlon taps into a lucrative revenue stream and strengthens its brand image in the professional beauty industry.

    International Expansion

    Revlon's global presence plays a crucial role in its revenue generation. The company has strategically expanded its operations to various international markets, capitalizing on the increasing demand for beauty products worldwide. By adapting its product offerings and marketing strategies to cater to specific regional preferences, Revlon has successfully penetrated diverse markets. International sales contribute significantly to Revlon's revenue, allowing the company to leverage its strong brand reputation and capitalize on the growing global beauty industry.


    As a prominent player in the cosmetics industry, Revlon employs a multi-faceted approach to generate revenue. Through its diverse range of cosmetics product sales, licensing agreements, professional salon products, and international expansion, Revlon ensures a steady income flow. By consistently innovating and adapting to market trends, Revlon continues to thrive and maintain its position as a leading beauty brand while maximizing its revenue potential.

    Revlon Business Model Canvas Explained

    What is the Business Model Canvas?

    The Business Model Canvas is a strategic management tool that allows businesses to visualize and analyze their entire business model on a single page. It was developed by Alexander Osterwalder and Yves Pigneur and has become widely used in the business world.

    Overview of Revlon's Business Model Canvas

    Revlon, a well-known cosmetics company, utilizes the Business Model Canvas to outline and evaluate its business model. The canvas consists of nine key elements that provide a comprehensive overview of how Revlon creates, delivers, and captures value.

    1. Customer Segments: Revlon identifies its target customers, such as women of different age groups and demographics, who have an interest in cosmetics and beauty products.

    2. Value Proposition: Revlon offers a wide range of beauty and personal care products, including makeup, skincare, fragrances, and hair care. Its value proposition lies in providing high-quality, innovative, and affordable products that enhance the beauty and confidence of its customers.

    3. Channels: Revlon utilizes various channels to reach its customers, including retail stores, online platforms, direct sales, and partnerships with beauty influencers. These channels ensure that Revlon's products are easily accessible to its target market.

    4. Customer Relationships: Revlon focuses on building strong customer relationships by offering personalized experiences, providing excellent customer service, and engaging with customers through social media and other communication channels.

    5. Revenue Streams: Revlon generates revenue through product sales, licensing agreements, and partnerships. Its diverse product portfolio and global presence contribute to its revenue streams.

    6. Key Activities: Revlon's key activities include research and development to create new products, manufacturing and quality control processes, marketing and advertising campaigns, distribution, and customer relationship management.

    7. Key Resources: Revlon's key resources encompass its manufacturing facilities, research and development capabilities, supply chain, brand reputation, and a team of skilled professionals.

    8. Key Partnerships: Revlon collaborates with various partners, such as suppliers, retailers, beauty influencers, and celebrities, to enhance its product offerings, expand its distribution network, and increase brand visibility.

    9. Cost Structure: Revlon incurs costs related to product development, manufacturing, marketing and advertising, distribution, and maintaining its physical and digital presence. Managing these costs effectively is crucial for maintaining profitability.

    Benefits of Using the Business Model Canvas

    The Business Model Canvas offers several benefits for businesses like Revlon. It provides a holistic view of the entire business model, enabling organizations to identify strengths, weaknesses, and areas for improvement. By visually representing the different components of the business, the canvas encourages cross-functional collaboration and aligns teams towards a common goal. Additionally, the canvas facilitates strategic decision-making, as it helps businesses assess the potential impact of changes or new initiatives on various aspects of the model.

    In conclusion, the Business Model Canvas is a valuable tool for companies like Revlon to analyze and optimize their business models. By understanding each element and its interdependencies, Revlon can enhance its value proposition, improve customer relationships, and drive sustainable growth in the competitive cosmetics industry.

    Which companies are the competitors of Revlon?

    Competitors in the beauty industry

    Revlon operates in the highly competitive beauty industry, facing fierce competition from several well-established companies. Here are some of the major competitors of Revlon:


    L'Oréal is one of the largest cosmetic companies globally and a direct competitor to Revlon. The company offers a wide range of beauty products, including makeup, skincare, haircare, and fragrance. L'Oréal owns numerous well-known brands such as Maybelline, Lancôme, NYX, and Garnier. With its extensive product portfolio and global presence, L'Oréal poses a significant challenge to Revlon.

    Estée Lauder

    Estée Lauder is another prominent competitor in the beauty industry. Known for its high-end skincare, makeup, and fragrance products, Estée Lauder has a strong customer base and a reputation for quality. The company owns various popular brands, including MAC, Clinique, Bobbi Brown, and La Mer. Estée Lauder's focus on innovation and luxury positions it as a formidable rival to Revlon.


    Coty is a global beauty company that competes with Revlon across multiple categories, including color cosmetics, fragrance, and skincare. The company's brand portfolio encompasses well-known names like Rimmel London, Covergirl, Sally Hansen, and Calvin Klein. Coty's wide range of affordable and trend-driven products appeals to diverse consumer segments, making it a strong competitor in the market.

    Procter & Gamble (P&G)

    P&G is a multinational consumer goods company with a presence in various industries, including beauty and personal care. Revlon faces competition from P&G's beauty brands such as Olay, Pantene, and Covergirl. P&G's extensive resources, marketing capabilities, and established customer base give it an advantage in the market, making it a notable rival to Revlon.

    Coty and Revlon's strategic partnership

    It is worth mentioning that Coty and Revlon announced a strategic partnership in 2020. Under this collaboration, Coty acquired a 20% stake in Revlon's consumer beauty business. While this partnership may indicate a potential alignment of interests, it also brings Coty closer to Revlon's market share, potentially intensifying competition within the industry.

    In conclusion, Revlon competes with several major players in the beauty industry, including L'Oréal, Estée Lauder, Coty, and P&G. The competition is fierce, as these companies offer a diverse range of products and have established brand recognition, customer loyalty, and extensive global reach. Staying competitive in this dynamic market requires Revlon to continually innovate, differentiate its products, and effectively market its brand to capture and retain customers.

    Revlon SWOT Analysis


    • Established brand: Revlon is a well-known and recognized brand in the beauty industry. It has been operating for over 80 years and has built a strong reputation for its high-quality and innovative beauty products.

    • Wide range of products: Revlon offers a diverse range of beauty products including cosmetics, skincare, fragrance, and haircare. This extensive product portfolio allows the company to cater to a wide customer base and capture different market segments.

    • Global presence: Revlon operates in over 100 countries worldwide, giving it a significant global presence. This allows the company to tap into different markets and benefit from various cultural and regional preferences.


    • Lack of online presence: Revlon has been slow to adapt to the digital era and has a limited online presence compared to its competitors. This puts the company at a disadvantage as online sales and marketing channels continue to grow in importance.

    • Dependence on traditional retail: Revlon heavily relies on traditional brick-and-mortar retailers for sales, which can limit its reach and distribution. With the rise of e-commerce, the company needs to adapt its distribution strategy to stay competitive.

    • Limited product innovation: While Revlon has a strong brand, its product innovation has been relatively stagnant in recent years. This lack of innovation can make it challenging to attract new customers and keep up with changing consumer preferences.


    • Growing demand for natural and organic products: There is an increasing trend towards natural and organic beauty products. Revlon can capitalize on this opportunity by expanding its range of natural and organic offerings to cater to the growing demand.

    • Expansion into emerging markets: Revlon can explore untapped markets in emerging economies such as India, China, and Brazil. These markets have a large population and a growing middle class, presenting a significant opportunity for the company's growth.

    • Collaboration with influencers: Influencer marketing is a powerful tool in the beauty industry. Revlon can collaborate with popular beauty influencers to increase brand awareness, reach a wider audience, and leverage their influence to promote its products.


    • Intense competition: The beauty industry is highly competitive, with numerous established players and new entrants. Revlon faces competition from both large multinational companies and smaller niche brands, which can impact its market share and profitability.

    • Economic downturns: Revlon's business can be significantly affected by economic downturns. During times of economic uncertainty, consumers may reduce their discretionary spending on beauty products, impacting the company's sales and revenue.

    • Changing consumer preferences: Consumer preferences and trends in the beauty industry can change rapidly. Revlon needs to continuously monitor and adapt its product offerings to meet evolving consumer demands, or risk losing market share to more innovative and agile competitors.

    Key Takeaways

    • Revlon is owned by MacAndrews & Forbes, a holding company owned by billionaire Ronald Perelman.

    • The mission statement of Revlon is to provide high-quality beauty products and inspire individuals to express their unique beauty.

    • Revlon makes money primarily through the sale of cosmetics, haircare, skincare, and fragrance products.

    • The Business Model Canvas for Revlon includes key elements such as customer segments, value propositions, channels, customer relationships, revenue streams, key activities, key resources, key partners, and cost structure.

    • Revlon's main competitors include Estée Lauder, L'Oréal, Coty, and Avon.

    • In terms of SWOT analysis, Revlon's strengths include a strong brand reputation and a wide range of products. However, they face challenges such as intense competition and changing consumer preferences. Opportunities for Revlon lie in the growing demand for natural and organic beauty products, while threats include economic downturns and the emergence of new competitors.


    In conclusion, Revlon is a renowned beauty and cosmetics company that has successfully established itself in the industry. As for ownership, Revlon is a publicly traded company, meaning it is owned by its shareholders. The mission statement of Revlon is to provide high-quality beauty products and inspire self-expression to empower individuals around the world.

    Revlon primarily generates its revenue through the sale of cosmetics, hair care products, and fragrances. By focusing on innovation, quality, and marketing strategies, Revlon has been able to capture a significant market share and maintain profitability in a highly competitive market.

    Examining Revlon's business model canvas, we can see that key activities involve product development, marketing and sales, supply chain management, and customer relationship management. By efficiently managing these activities, Revlon is able to deliver value to its customers and generate revenue.

    As for competition, Revlon faces strong competition from other major beauty and cosmetics companies such as L'Oreal, Estée Lauder, and Coty. These companies also offer a wide range of beauty products and have a global presence, making the market highly competitive. Revlon must continuously innovate and differentiate itself to stay ahead in this dynamic industry.

    Lastly, a SWOT analysis of Revlon reveals its strengths in brand recognition and global presence, along with weaknesses such as high competition and dependence on a limited number of retailers. Opportunities for Revlon lie in expanding into emerging markets and diversifying its product portfolio, while threats include changing consumer preferences and economic fluctuations.

    Overall, Revlon's strong brand image, innovative products, and strategic approach to the market have positioned it as a leading player in the beauty and cosmetics industry. With a mission to empower individuals and inspire self-expression, Revlon continues to strive for excellence and meet the ever-evolving needs of its customers.

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