Channel 4 Sales announces the return of Rimmel London as Made in Chelsea sponsor

Rimmel London has returned as Made in Chelsea’s official sponsor, as Channel 4 Sales announces a new partnership with the beauty brand, part of the leading global beauty powerhouse Coty.

From 7 February, Rimmel London will sponsor Made in Chelsea series across programming on E4 and Channel 4 streaming, which includes all 28 series to date.  

The deal also encompasses social sponsorship, in line with Channel 4’s digital-first focus in its Fast Forward Strategy, which will see Rimmel branded Made In Chelsea clips posted across the broadcaster’s TikTok, Instagram and Facebook pages.  

Rimmel London previously sponsored the reality show between 2011 and 2016. The return of the partnership will allow the brand to engage new audiences across E4 and C4 platforms with their Live Your London Look positioning. The newly adapted tag line encourages consumers to step out beyond the ring light and take beauty out into the vibrant, dynamic world that goes beyond the bathroom mirror.

Series 28 of the iconic reality series aired at the end of 2024, following the lives and loves of 20-somethings who live in some of London’s most exclusive postcodes. Made in Chelsea is produced by Monkey, which is part of Universal International Studios, a division of Universal Studio Group.

The partnership with Channel 4 was negotiated by Rimmel London’s media agency partner Zenith UK. 

Rupinder Downie, Content Solutions Leader, Channel 4 Sales said:

“Channel 4’s content offering ensures our partners can find their perfect match to reach their key audiences. We’re thrilled to partner again with Rimmel on our Made in Chelsea series and enable them to make the most of catch-up viewing of the show through Channel 4 streaming.” 

Amaury De Vallois, General Manager, Coty UK&I, said: 

“Rimmel London’s return as sponsor of Made in Chelsea is an exciting moment for the brand. Rimmel champions self-expression, authenticity, and creativity through lived beauty. This partnership highlights our trend-focused marketing approach and creates multiple opportunities to engage and disrupt key audiences through innovative digital and social formats, inspiring everyone to Live their London look.” 

Danielle Ticknell-Smith, Partnership Director, Zenith UK, said:

“Made in Chelsea offers the perfect opportunity to engage with Rimmel London’s young target audience. Rimmel are an iconic global beauty leader with an ethos of confidence and creativity, so the partnership has always felt completely authentic, making them the perfect match and sponsor for the show that propelled one of London’s most sought-after boroughs into the limelight.”