Amongst other products made for the cosmetic industry, Eugène developed a new mascara for eyelashes, based on a mix of coal dust and Vaseline petroleum jelly. As the new product was non-toxic for the eyes, very soon it became popular. The new mascara was a revolution in cosmetics, and was immediately adopted by many women in Europe. The company expanded to other countries and became a successful business. Eugène Rimmel died in 1887, being 67 years old, and leaving a powerful industry installed in the cosmetic market. The name "rimmel" was rapidly identified as a synonym of "mascara". In 1949 the brand Rimmel was purchased by a group from London, and in 1996 by Coty Inc.