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:

Before & After

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

KIND & FREE™ CLEAN MASCARA

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