Revolution Beauty has reported a 26% decline in annual revenue for 2025, as the company undertakes a major restructuring of its product and brand portfolio.
The UK-based mass beauty brand said FY25 revenue totalled approximately £141.6m, down from the previous year, following the discontinuation of more than 6,000 SKUs.
The move is part of a strategy to streamline operations and focus on a scalable, core product range across global retail partners.
This trading update comes after Revolution Beauty’s CEO Lauren Brindley announced her exit from the fast beauty brand after a year-and–a-half in the role.
Brindley will step down from the position and the company’s board on 31 May, and is moving to Ulta Beauty to serve as Chief Merchandising and Digital Officer.
Adjusted EBITDA for the year, meanwhile, is expected to be between £6m and £6.5m, subject to audit.
This includes a £9.2m charge related to provisions for discontinued and non-strategic inventory.
Gross inventories were reduced significantly, from £60m to £33m by the end of February.
The company ended the financial year with £5.7m in cash and net debt of £26.3m.
Its £32m revolving credit facility remains in place until October 2025.
The brand had forecast continued sales pressure into the first quarter of FY26, following the SKU rationalisation.
However, trading in March and April was weaker than anticipated, with soft demand in digital channels – excluding Amazon and ongoing challenges in the US market.
Despite the slower start, the company highlighted promising performance from new products launched in February.
Management plans to expand its digital fast-track programme in the second half of the year to build on early NPD success.
In the UK, the brand said that consumer sentiment appears to be improving.
A recent study by Kantar showed that consideration for the brand has risen, with Revolution now ranked fourth in make-up brand preference, up from sixth a year ago.
Revolution Beauty has begun rolling out its new budget brand, RELOVE, targeting the value and grocery sectors.
Initial orders have been secured, and wider distribution is planned throughout FY26.
Meanwhile, the company has continued to grow its flagship ‘Revolution’ brand in global markets, securing listings with major retailers including Walmart in the US and DM in Germany.
A new skin care range designed for Gen Z consumers and an innovative mascara product, Wrap Lash, have also recently launched.
The company welcomed the 11 May 2025 announcement that US tariffs on Chinese imports will be lower than previously expected.
Around 60% of the products sold in the US are manufactured in China, accounting for 23% of group revenue.
Revolution had paused US-bound shipments ahead of the policy clarification, but has now resumed imports linked to new product launches.
While the board remains confident in the business’s medium-term prospects, it acknowledged that delivering the company’s strategy will require a stronger capital base.
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