You’re standing in the drugstore aisle. The fluorescent lights are humming, and you’re staring at a wall of plastic tubes that all look roughly the same shade of mauve until you actually put them on. We’ve all been there. Choosing rimmel london lipstick shades shouldn't feel like a high-stakes gambling match, yet somehow, picking "the one" feels harder than tax season.
Rimmel is a staple for a reason. They’re cheap—not "cheap quality," but "I can buy three and not feel guilty" cheap. But here is the thing: a shade that looks like a dream on a TikTok influencer might look like literal chalk on you. It’s all about the chemistry.
Why Some Rimmel London Lipstick Shades Just Work
It’s the undertones. Honestly, that is the whole secret. If you have cool undertones (think blue veins), a warm orange-red like 715 My Alter Ego from the Lasting Finish range might make your teeth look yellow and your skin look sallow. If you’re warm-toned, those icy, blue-based pinks can make you look like you’ve been wandering in the Arctic for three days.
Rimmel has a massive catalog, but they tend to group them into a few heavy hitters. You have the Lasting Finish (the iconic purple tube), the Provocalips (for when you want the color to survive an apocalypse), and the Moisture Renew (for those of us with perpetually dry lips).
The Cult Classics You Actually Need to Know
Let's talk about 45 Rossetto. It is probably one of the most famous Rimmel London lipstick shades ever made. It’s part of the Lasting Finish collection, specifically the Kate Moss line that basically defined the 2010s. It’s a deep, moody plum-red. It’s sophisticated. It makes you feel like you’re about to go to a gallery opening in Shoreditch even if you're just going to Target.
Then there's Airy Fairy. If you haven't heard of Airy Fairy, are you even a Rimmel fan? It’s a soft, shimmery pink-nude. In the early days of YouTube beauty, this was the "it" girl shade. It’s still around because it works for almost everyone. It’s subtle. It’s easy. It’s the "I'm not wearing makeup but I look better than usual" shade.
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The Reality of Staying Power
People lie about "24-hour" wear. Let's be real. Nothing stays on your lips for 24 hours unless it’s a Sharpie or a tattoo. However, the Provocalips 16HR Kiss Proof Lip Colour gets surprisingly close. It’s a two-step process. You apply the pigment, wait for it to get tacky (it feels weird, I know), and then you lock it in with the clear topcoat.
If you skip the topcoat? Your lips will stick together like they’ve been glued. Don't do that.
For those who hate the feeling of liquid lipsticks, the Lasting Finish Matte range is the middle ground. It’s a creamier matte. It won't survive a greasy burger, but it’ll make it through a cup of coffee. The shade 111 Kiss of Life is a classic "Taylor Swift" red. It’s bold. It’s bright. It’s loud.
Picking by Your Skin Tone
It isn't just about "light" or "dark." It's about depth.
- Fair Skin: You probably gravitate toward 070 Airy Fairy or 002 Candy in the Oh My Gloss line. Look for petals, soft corals, and true berries. Avoid anything too "dead girl" beige unless you're going for a very specific editorial look.
- Medium/Olive Skin: You guys win the lottery with rimmel london lipstick shades. You can pull off those terracotta oranges and rich mauves. 200 Salute is a stunning nude for olive tones because it has enough warmth to not wash you out.
- Deep/Dark Skin: Don't be afraid of the high-pigment bolds. 107 (the matte maroon/burgundy) looks incredible. Also, look at the Moisture Renew shade 800 Plumful. It’s juicy. It’s dark. It pops against deeper skin without looking ashy.
The Moisture Renew Problem
Is your bathroom drawer a graveyard of lipsticks that felt great for ten minutes and then turned your lips into prunes?
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The Moisture Renew line was Rimmel's answer to the "matte lip" trend that dried everyone's skin out. These are packed with vitamins A, C, and E. The downside? They bleed. Because they are so creamy, the pigment likes to travel. If you’re wearing a darker shade like Glam Plum Spice, you absolutely need a lip liner. Rimmel’s Exaggerate Full Colour Lip Liner in 063 Eastend Snob is a cult favorite for a reason. It’s a "your lips but better" pink that keeps the creamier lipsticks from migrating toward your chin.
Honestly, a lot of people sleep on the liners. They shouldn't. Using a liner as a base under your lipstick will double the life of the color. It’s a boring extra step, but it works.
Breaking Down the Finish: Matte vs. Satin vs. Gloss
You have to choose your battle.
Matte: Great for photos. Terrible for first dates where you're eating pasta. Rimmel's matte formula is surprisingly decent for the price. It's not as drying as some high-end brands that feel like literal Sahara desert sand on your mouth.
Satin: This is the Lasting Finish (Purple Tube) standard. It has a slight sheen. It feels like a "real" lipstick. It's nostalgic. It smells like that faint, flowery cosmetic scent your grandmother’s purse had, but in a comforting way.
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Gloss: The Stay Glossy line is for the days when you can't be bothered. It’s 2026, and the "clean girl" aesthetic is still hanging on by a thread—gloss is the backbone of that look. It makes your lips look hydrated and plump without the stinging of those "plumping" glosses that feel like bee stings.
Common Misconceptions About Drugstore Pigment
A common myth is that cheaper lipsticks have less pigment. That’s just not true with Rimmel. They use a lot of synthetic dyes that pack a huge punch. The difference between a $5 Rimmel shade and a $40 luxury shade is usually the packaging (plastic vs. heavy metal) and the fragrance. Rimmel is honest. It’s functional. It’s for the person who wants to look great at work or the club without spending their grocery budget on a single tube.
How to Make It Last All Day
- Exfoliate: Use a damp washcloth or a sugar scrub. If you put Lasting Finish Matte on flaky lips, it will highlight every single crack.
- The Tissue Trick: Apply one layer. Blot with a tissue. Dust a tiny bit of translucent powder through the tissue onto your lips. Apply a second layer.
- The Finger Pop: After applying, put your finger in your mouth, close your lips around it, and pull it out. It catches the excess lipstick that would have ended up on your front teeth.
Rimmel's Notting Hill Nude is a perfect example of a shade that needs this prep. It's a gorgeous, pale peach-nude, but if you don't prep, it can look streaky.
The Future of the Range
Rimmel has been leaning more into vegan formulas lately. They are slowly phasing out older, chemical-heavy recipes for cleaner alternatives in their Kind & Free range. This is a big deal. Most people assume "affordable" means "full of junk," but the market is shifting. Their vegan lip balms and tinted sticks are surprisingly pigmented. They aren't the classic "lipstick" experience, but for a sheer wash of color, they’re winning.
Next Steps for Your Collection
To truly find your perfect match, stop testing colors on the back of your hand. Your hand is not the same color as your lips. Instead, test the color on your fingertips. The skin there is closer to the natural flush and texture of your lip tissue.
If you're looking for a starter kit, grab Lasting Finish 070 Airy Fairy for daytime, 111 Kiss of Life for your power-red moments, and the Eastend Snob liner to keep everything in place. These three will cover about 90% of your social needs. Keep your tubes in a cool, dry place; drugstore formulas can "sweat" in a hot car, which breaks down the waxes and ruins the application.