Did you know ‘get the London look’ make up brand Rimmel is one of the world’s oldest beauty brands?

Well it is; Having been the fashion-forward inventor of the hip London look since 1834! To celebrate, London’s cool crowd congregated at the ultimate birthday party last night to ring in the imminent 180th anniversary of the ever young make-up brand Rimmel.

The event was a fabulous reflection of Rimmel’s cutting-edge style – past, present and future. The fashion elite partied with Rimmel ambassadors Kate Moss and Georgia May Jagger, who arrived in authentic London style in Rimmel-branded black cabs. Aptly, the party was hosted at the London Film Museum in Covent Garden, just a few metres away from the Strand where the first Rimmel headquarters was located back in 1860.

To kick-off the event, guests were treated to a celebration of Rimmel’s 180 year history and 180 years of ‘London cool’ through fashion, make-up, video and music. Rimmel’s trend-setting heritage was brought to life through a stunning fashion show involving 18 models representing 18 iconic looks from 1834 to 2014. Rimmel’s international make up artist, Kirstin Piggott, captured the eye-catching essence of each era, forming a chronological living timeline of Rimmel’s and London’s rich history of beauty and fashion.

Guests also witnessed a unique fashion show and enjoyed a surprise performance from Rita Ora, who, is the latest style icon to collaborate with Rimmel. Rita’s exclusive limited-edition capsule colour collection of the hottest nail and lip shades will be released in March 2014.

With her signature strong lips, platinum hair and widely followed fusion of catwalk and high street fashion, Rita’s fresh and constantly evolving style reflects her London roots. A self-confessed make-up addict, and life-long fan of Rimmel, Rita has an innate instinct for playing with adventurous colour. The young artist will be taking inspiration from the capital’s happening music and fashion scene to create a capsule colour collection that reflects the London street vibe and her own eclectic glam style. Her forthcoming special-edition make-up shades will be the perfect way for Rimmel to celebrate its 180^th anniversary with the world.

Happy birthday Rimmel!