Our strategy is to revolutionise beauty for every customer, and become a top five global beauty brand globally. With our community, we champion real beauty and positive change for everyone. Our “Reigniting the Revolution" strategy is being implemented to deliver long-term profitable growth in an attractive global beauty market. The strategy is built on three key pillars:

Driving The Masterbrand
Focusing investment on the REVOLUTION brand, leveraging its significant brand equity

Powering The Core
Reducing the number of SKUs and concentrating on the development of our key products, whilst being first to market with innovation

Focussed Global Growth
Managing our distribution and retail partnerships to maximise returns, with a particular focus on gaining market share in the US

This strategy is underpinned by three enablers:

Team Revolution
Building the most capable and motivated global team

Smart Operations
Ensuring the best customer service, driven by effective inventory management and supply chain optimisation

Fuel the Revolution
Self-funding investments to drive growth through a profitable operating model, efficient balance sheet and cash management, and cost savings programmes