Rimmel Launches Kind & Free, Its First Vegan Clean Beauty Range

By Divya Kashyap. Updated: April 2023.
We may receive a commission for purchases made through the links in this post. Learn more.

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.

A Closer Look At The Collection

1. Kind & Free™ Moisturising Skin Tint, €12.49 / £10.99

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.

2. Kind & Free™ Clean, Volumizing & Lengthening Mascara, €12.99 / £10.99

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.

3. Kind & Free™ Hydrating Concealer,  €9.99 / £8.99

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.