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Ultima II was made by Revlon.

A long time ago, Revlon was still owned by Charles Revson, who founded the company. He wanted a makeup to sell in drugstores, which was Revlon, and one to sell in department stores, which was Ultima II. In the 1980s, Revlon was purchased by a corporate raider named Ron Perelman. When a company is purchased in a "leveraged buyout," companies do whatever they can to make money to pay off the huge loans they took out to buy the place. Perelman decided to quit selling makeup in department stores (cosmetics counters are very expensive to operate, which is one of the reasons department store makeup is so expensive) and put Ultima II in drugstores. They ran into a second problem: drugstores only have so much room for makeup. Drugstores rent out their shelf space, and by the time Perelman decided to bring Ultima II into drugstores the shelves were already taken. So...take space away from the Revlon brand to fit in this new one, or just get rid of Ultima II? They chose the second path.

Ultima II is still available in China, where it is popular--so if you see it at an online store, it's coming from there.

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14y ago

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