OUR FIRST CLEAN MAKEUP THAT WORKS, NO COMPROMISES. 100% VEGAN & KIND TO ANIMALS. FREE FROM FRAGRANCE, MINERAL OILS AND ANIMAL DERIVED INGREDIENTS

What is Kind & Free™?

Welcome to the clean face of beauty! We invite you to join us in making the world a better place, starting with better choices in makeup. Kind & Free™ is a clean makeup range offering the quality formulas you expect from Rimmel, made with the highest standard of care for you and the environment. Complete with face, eye, and nail color essentials, Kind & Free™ is here to push us forward in the movement for positive beauty.

The name says it all. Kind & Free™ represents our new chapter in clean beauty, centered around expanding access to clean products for everyone. And we’re not stopping there. Kind & Free™ is built on our commitment to celebrating beauty diversity, bold individuality and self expression.

Join the clean face of makeup, let’s get behind this.

BE KIND, BE FREE, BE YOU.

Clean beauty that works, no compromise. GET TO KNOW OUR VALUES:

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  • Vegan

    The Kind & Free™ range is 100% vegan. The formulas contain no ingredients derived from animals, including anything that is a by-product from animals, like beeswax or honey.

  • Kind to Us

    Through Kind & Free™, we aim to inspire kindness in the world through the power of Clean beauty. This product is kind to the planet, kind to people, kind to animals and kind to skin. Join the movement.

  • Kind to Animals

    Rimmel does not test on animals and we are committed to ending animal testing across the beauty industry.

  • Clean

    Clean beauty is about ingredient transparency and minimalist formulas that work, without compromise. Kind & Free™ formulas are powered by natural origin ingredients and no unnecessary additives, such as mineral oil or fragrance.

  • Kind & Free™ does not contain any perfume or fragrance.

    This formula is made without perfumes. The Kind & Free™ collection is completely free from perfumes and fragrance.

  • Suitable for sensitive skin

    Kind & Free™ is suitable for sensitive skin. We have aimed to include the highest percentage of natural ingredients as possible in the Kind & Free™ range; where natural options do not exist, we have used entirely safe synthetic ingredients.

  • Kind & Free™ does not contain mineral oil

    This formula is made without mineral oils. All products in the Kind & Free™ collection are made without mineral oils.

  • Made from Recycled material

    Kind & Free™ is built with sustainability at the core with each product containing recycled material. For example, Kind & Free™ Mascara is made with 74% of recycled plastic. We’re proud to provide more sustainable choices in beauty. By 2025, we aim for 100% of Rimmel packaging to use recycled material or be recyclable, reusable or compostable.

  • Made with % of ingredients of natural origins

    This product contains a % of ingredients of natural origin. All products in the Kind & Free™ collection have a minimum of 70% of ingredients made from natural origin.

  • Made in UK

    This product is made in UK.

Before & After

Holds up to your standards. Kind & Free™ mascara delivers lasting volume and length using 99% natural ingredients.

KIND & FREE™ CLEAN MASCARA

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OUR CLEAN BEAUTY COMMITMENT

All Kind & Free™ products are 100% vegan. A vegan product is one that contains no ingredients derived from animals, including anything that is a by-product from animals, like beeswax or honey.

Rimmel does not test on animals and we are committed to ending animal testing across the beauty industry.

All Kind & Free™ products are made with a percentage of recycled plastic, the amount varies by product. By 2025, we aim for 100% of Rimmel packaging to use recycled material or be recyclable, reusable or compostable.

We don’t define beauty, you do. We’re committed to working with organizations that push conversations forward in the direction of inclusion and positivity.

Kind & Free™ Frequently Asked Questions