The Mercury (Pottstown, PA)

Revlon, beauty icon in crowded market, files for bankruptcy

- By Anne D’Innocenzio

Revlon, a cosmetics maker that broke racial barriers and dictated beauty trends for much of the last century, has filed for Chapter 11 bankruptcy protection.

The company has been a mainstay on store shelves since its founding 90 years ago in New York City as it oversaw a stable of household names, from Almay to Elizabeth Arden.

Revlon failed to keep pace with changing tastes, however, slow to follow women as they traded flashy red lipstick for more muted tones in the 1990s.

In addition to losing market share to big rivals like Procter & Gamble, newcomer cosmetic lines from Kylie Jenner and other celebritie­s successful­ly capitalize­d on the massive social media following of the famous faces that fronted the products.

Already weighed down by rising debt, Revlon’s problems only intensifie­d with the pandemic as lipstick gave way to a new era in fashion, this one featuring medical-grade masks.

Sales dropped 21% in 2020, the first year of the pandemic, though those sales rebounded 9.2% in its most recent reporting year with vaccines widespread. In the latest quarter that ended in March, sales rose nearly 8%, but still lag pre-pandemic levels in excess of $2.4 billion a year.

The global supply chain disruption­s that are hobbling hundreds of internatio­nal companies in recent months were too much for Revlon, which barely escaped bankruptcy in late 2020 by persuading bondholder­s to extend its maturing debt.

There may be more corporate restructur­ings in the consumer products sector ahead with the threat of an economic recession and the rising costs of borrowing money.

Revlon said Thursday that upon court approval, it expects to receive $575 million in financing from its existing lenders, which will allow it to keep its day-to-day operations running.

“Today’s filing will allow Revlon to offer our consumers the iconic products we have delivered for decades, while providing a clearer path for our future growth,” said Debra Perelman, who was named Revlon president and CEO in 2018.

Her father, billionair­e Ron Perelman, backs the company through MacAndrews & Forbes, which acquired the business through a hostile takeover in the late 1980s. Revlon went public in 1996.

Perelman said that demand for its products remain strong, but its “challengin­g capital structure” offered limited ability to navigate.

During its heyday in the 20th century, Revlon trailed only Avon in sales. It now holds the 22nd spot among cosmetics makers, according to a recent ranking by fashion trade journal WWD.

Revlon became the first beauty company to feature a Black model in 1970, Naomi Sims. In the 1980s, the company energized the cosmetics industry by putting both famous and yet-to-be-discovered models like Iman, Claudia Schiffer, Cindy Crawford and Christy Turlington front and center, promising to make all women “unforgetta­ble.”

 ?? THE ASSOCIATED PRESS FILE ?? Revlon CEO Debra Perelman, the company’s first woman CEO, show products during a 2021interv­iew in New York. The 90-year-old multinatio­nal beauty company, weighed down by debt load, disruption­s to its supply chain network and surging costs, filed for Chapter 11 bankruptcy protection Thursday.
THE ASSOCIATED PRESS FILE Revlon CEO Debra Perelman, the company’s first woman CEO, show products during a 2021interv­iew in New York. The 90-year-old multinatio­nal beauty company, weighed down by debt load, disruption­s to its supply chain network and surging costs, filed for Chapter 11 bankruptcy protection Thursday.

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