Introducing Rimmel’s biggest, most important launch to date: Kind & Free™, the brand’s first clean vegan make-up range developed with minimalist formulas that work. Kind & Free™ is our first step towards offering a better kind of beauty for all.

The name says it all; Kind & Free™ embraces Rimmel’s philosophy of celebrating beauty diversity, bold individuality and self-expression. To Rimmel, clean beauty is about ingredient transparency and minimalist formulas that work, without compromise. Kind & Free™ formulas are powered by natural origin ingredients with no unnecessary additives, such as mineral oil or fragrance. Get to know our values:

NATURAL INGREDIENTS
All products made with a minimum of 70% natural ingredients.

100% VEGAN
Formulas contain no animal-derived ingredients or by-products.

CLEAN
Minimalist formulas without mineral oil or fragrance; kinder to skin.

RECYCLED PACKAGING
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 reusable or compostable.

The new collection comprises of five make-up products for skin, lashes & nails: a nourishing skin tint, a volumising mascara, a hydrating concealer, a Talc-free pressed powder, and a plant-based nail polish.

BE KIND, BE FREE, BE YOU.

Kind & Free™ Moisturising Skin Tint, €12.49 / £10.99 
When you want a casual ‘no make-up’ look, you need Kind & Free™ Moisturising Skin Tint. The lightweight, sheer formula evens skin-tone and blurs away any unwanted imperfections while giving your skin the instant and lasting hydration it needs.
Ingredients: Formulated with 77% ingredients of natural origin, infused with an antioxidant Vitamin complex (E and B5) and calming Aloe Vera, this nourishing tint delivers a fresh glow and a natural, healthy-looking finish.
Shades: Available in twelve shades.



Kind & Free™ Mascara, RRP €12.99 / £10.99 
Rimmel’s first vegan mascara delivers the uncompromising volume and length that your lashes demand. Infused with caring ingredients; a mascara which is kind to you and your lashes.
Ingredients: It’s made with 99% natural derived ingredients. The vegan, natural wax-blend formula has a creamy texture infused with Shea Butter & Biotin, to help care for your lashes over time. The pack is made with 73% PCR (post-consumer recycled packaging), including a brush made from bio-based fibres.
Shades: Available in two shades – Black and Black Brown.

Kind & Free™ Hydrating Concealer, RRP €9.99 / £8.99 
Designed for all-day wear, this 24-hour hydrating concealer features Aloe Vera and an antioxidant Vitamin complex of Vitamin E and Pro-vitamin B5, to give a fresh, radiant finish. The buildable formula won’t crease as you blend away blemishes, dark circles and uneven skin tone, leaving you with a flawless yet natural look.
Ingredients: With 70% natural derived ingredients, including an infusion of antioxidant Vitamin complex Vitamin E and Pro-vitamin B5.
Shades: The perfect partner to Moisturising Skin Tint, this skin-caring concealer comes in six shades, ranging from fair to deep.

Kind & Free™ Pressed Powder, RRP  €8.99 / £7.99
Keep shine at bay with Rimmel’s new lightweight, mattifying Talc-free powder which gives fresh, natural looking coverage all day.
Ingredients: Formulated with Tapioca and Oat Kernal Flour and featuring 94% natural derived ingredients, Kind & Free™ Pressed Powder has a lightweight texture that doesn’t cake. Pat it on using the vegan puff applicator for fresh, natural-looking coverage that lasts all day.
Shades: Available in a palette of six shades for fair to deep skin tones, including a translucent shade.

Kind & Free™ Nail Polish, RRP €7.99 / £5.99 
Rimmel’s first plant-based nail formula delivers bold, caring colour with no compromises. This polish delivers on glossy shine, intensely rich pigment and staying power. The super-gentle formula still allows your nails to breathe and stay healthy.
Ingredients: It’s made with 75% bio-sourced ingredients and 77% ingredients of natural origins, including ingredients derived from Sugar Cane, Cassava, Corn and Cotton.
Shades: Express yourself with a rainbow of shades inspired by nature. Choose from nine brilliant hues and one clear topcoat, including: an array of pastels inspired by the sand, sea and shoreline; vivid Coral, Red and Plum hues that evoke tropical sunsets; and neutral Grey, Black and White that take inspiration from the wild landscapes that bring us peace.

It’s time to embrace a new era of beauty. Discover Kind & Free™ Rimmel London’s fresh new beauty collection that’s kinder to you and the planet. Live the London look.

Rimmel’s Kind & Free™ range will be widely available from March in all major pharmacies nationwide as well as a selection of online retail outlets.