Almay

Almay is a cosmetics brand owned by Revlon, Inc., marketed primarily to consumers with sensitive or allergy-prone skin. The brand emphasizes formulations that are fragrance-free and targeted for minimal irritation, with many products described as dermatologist-tested and ophthalmologist-tested for eye cosmetics. Almay offers a range of makeup and makeup-removal products designed for everyday wear, including foundations, concealers, powders, blush, mascara, eyeliners, lip products, and cleansing products.

The brand is positioned as an accessible option in mass-market retail outlets, with products commonly sold in drugstores, supermarkets, and department stores in the United States and in various international markets. Almay has built its identity around safety-oriented messaging, aiming to reduce the risk of irritation for those who have sensitive skin or eyes, in contrast to some other cosmetic lines that emphasize bold or fashion-forward trends.

As part of Revlon’s brand portfolio, Almay has developed marketing campaigns and product lines over the years that reinforce its allergy- and sensitivity-conscious positioning, while expanding into new product categories and shades to broaden consumer appeal. The brand continues to compete in the drugstore beauty segment by offering affordable options that prioritize gentleness and skin compatibility.