"Few beauty insiders could hope to rival the combined authority of Sam Chapman, Sali Hughes and Jo Jones." - British Vogue

A journalist, a makeup artist and a beauty PR walk into a bar…

That’s us - Sam, Sali and Jo. Between us, we’ve spent decades at the forefront of beauty - from working on beauty counters to backstage makeup at global fashion shows, to writing bestselling beauty books and building some of the world’s most successful beauty brands. And along the way, we’ve learned what separates a good product from a truly iconic one.

RUM was born from a simple belief: One truly brilliant product is worth more than thirty average, over-hyped ones.

We believe the best beauty products work hard, without being hard work. Are high-performance, Low-maintenance and look just as good at lights out as when you first put them on.

These are the products we rely on, repurchase, recommend to our friends - and discover have mysteriously disappeared into our daughters’ makeup bags.

So we created RUM: lifeproof makeup for real life. No enormous marketing budgets, endless launches or influencer trips. We’re a deliberately small operation, putting our money, time and experience where we think it matters most: into making genuinely brilliant beauty essentials that earn their place in your makeup bag.

That’s RUM. Regular Use Makeup.