Kind & Free

Our first clean make-up that works, no compromises. For a natural healthy glow, 100% vegan

What is Kind & Free?

Welcome to the clean face of beauty! Rimmel London invites you to join us in making the world a better place, starting with better choices inmakeup. Kind & Free is a clean makeup range made with our kind beauty beliefs: minimalist formulas, packaging made with recycled materials,natural ingredients & 100% vegan formulas. The range is fully vegan and is designed to help you get a fresh & healthy glow with natural &caring ingredients.

Kind & Free is built on our commitment to celebrating beauty diversity, bold individuality, and self-expression.

Discover more about the range!


Clean beauty that works, no compromise. Get to know our values:

Get Rimmel London’s Global Brand Activist Adwoa Aboah’s flawless look using our clean make-up range Kind & Free.

Adwoa starts by using our Kind & Free Moisturising Skin Tint. The hydrating and moisturising formula is infused with a nourishing blend of vitamin E, pro vitamin B5 and aloe vera for a fresh, healthy looking complexion.

Adwoa then applies our Kind & Free Hydrating Concealer to the underneath of her eyes to achieve a brightening and dewy finish. The lightweight, buildable coverage is formulated with an antioxidant complex of vitamin E, pro vitamin B5 and aloe vera.

To set her base, Adwoa gently sweeps our lightweight Kind & Free Pressed Powder with aloe vera & tapioca, across her face for a long lasting, naturally mattified glow.

Completing her look, Adwoa uses our Kind & Free Clean Volume Mascara. Its lash lengthening and conditioning formula is infused with organic certified shea butter and biotin and lasts for up to 36 hours. It’s the ultimate AM-to-PM essential!