By Divya Kashyap. Updated: April 2022.
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Rimmel London has launched its first-ever vegan and cruelty-free line of makeup. The collection is called Kind & Free™. The range has been developed with minimalist formulas that represent the brand’s entry into the clean beauty space.
Kind & Free™ is also built on Rimmel’s commitment to celebrating beauty diversity, bold individuality, and self-expression.
Rimmel’s Kind & Free™ Vegan Makeup Collection
Shoppers have long awaited a vegan makeup line by Rimmel. Now, they can get their hands on the Kind & Free™ collection that is affordable and free from fragrance, mineral oils, and animal-derived ingredients or by-products. The products from this range are made using a minimum of 70% natural ingredients.
In addition to that, all Kind & Free™ products are made with a percentage of recycled plastic, depending on the product. By 2025, the brand reportedly aimed for 100% of Rimmel packaging to use recycled material or be reusable or compostable.
At present, the collection offers five make-up products for skin, lashes & nails: a nourishing skin tint, a volumising mascara, a hydrating concealer, a Talc-free pressed powder, and plant-based nail polish.
Perfect for a light to no-makeup look, the lightweight formula in this Moisturising Skin Tint claims to give a dewy finish instantly & all-day long hydration. It is also infused with an antioxidant complex with Vitamin E, Pro Vitamin B5, and Aloe vera. The product is available in 12 shades.
Rimmel’s first vegan mascara reportedly delivers conditioning volume & length for up to 36 hours. The formula is infused with organic certified shea butter (5%) and biotin while the applicator brush is made with 100% bio-based fibers. The mascara contains 99% natural ingredients and is water resistant. It’s available in 2 shades.
The perfect add-on to the Skin Tint, this hydrating vegan concealer is lightweight with a medium buildable coverage formula without D5 or perfumes. It contains the same antioxidant complex as the Skin Tint and is available in 6 shades.
4. Kind & Free™ Pressed Powder, €8.99 / £7.99
The Kind & Free™ vegan pressed powder by Rimmel is long lasting and instantly mattifies the skin to reduce shine. It is made using 94% ingredients of natural origin, and formulated with Aloe vera and Tapioca. The powder is available in 6 shades.
5. Kind & Free™ Nail Polish, €7.99 / £5.99
Rimmel’s vegan nail polish is made with a super gentle formula that has strengthening properties and protects from daily aggressors. It contains 70% ingredients of natural origin (potato & corn) and 75% bio sourced ingredients. The product is available in 9 shades that provide pigmented color up to 5 days.
Divya is a content crafter at Vegan Avenue. She is a long-term happy vegan who is also enthusiastic about slow, mindful living in the company of cats.