OUR FIRST CLEAN BEAUTY 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 beauty, let’s get behind this.

BE KIND, BE FREE, BE YOU.

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

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.

Our Pledge

Rimmel does not test on animals, and we are committed to ending animal testing across the beauty industry.  For more than 25 years, our parent company Coty has been developing methods that provide a clear alternative to animal testing.

Kind & Free Frequently Asked Questions