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Introducing Rimmel’s biggest, most important launch to date: new Kind & Free™, a forward-thinking clean make-up range that’s the brand’s first step towards offering a better kind of beauty for all.

The name says it all. Kind & Free™ represents the start of an exciting positive movement that aims to make clean beauty accessible to everyone. And it embraces Rimmel’s philosophy of celebrating beauty diversity, bold individuality and self-expression. BE KIND, BE FREE, BE YOU.

The new collection comprises five make-up products for skin, nails and lashes: a nourishing skin tint; a hydrating concealer; a talc-free pressed powder; a caring nail polish; and a clean mascara.

Kind & Free™ Moisturising Skin Tint
When you want a casual ‘no make-up’ look, you need Kind & Free™ Moisturising Skin Tint. The lightweight, sheer formula evens skin-tone and blurs away any unwanted imperfections while giving your skin the instant and lasting hydration it needs. Choose from a diverse palette of 12 shades that’s been carefully curated to match <96% – update for each market> of skin tones.

Kind & Free™ Hydrating Concealer
Designed for all-day wear, this 24-hour hydrating concealer features an antioxidant vitamin complex of vitamin E and pro-vitamin B5 and gives a fresh, radiant finish. The buildable formula, featuring 80% natural derived ingredients, won’t crack or crease as you blend away blemishes, dark circles and uneven skin tone, leaving you with a flawless yet natural look. This skin-caring concealer comes in six suit-all shades, ranging from fair to deep.

Kind & Free™ Pressed Powder
Keep shine at bay with Rimmel’s new mattifying talc-free powder. Formulated with tapioca and oat kernel flour and featuring 94% natural derived ingredients, Kind & Free™ Pressed Powder has a lightweight texture that doesn’t cake. The powder is available in a palette of six shades for fair to deep skin tones, including a universal translucent shade.

Kind & Free™ Clean Nail Polish
Rimmel’s first plant-based nail formula delivers bold, caring colour with no compromises. This clean polish delivers on glossy shine, intensely rich pigment and five-day staying power, yet the super-gentle formula still allows your nails to breathe and stay healthy. Choose from nine brilliant hues and one clear top coat, including: an array of pastels inspired by the sand, sea and shoreline; vivid coral, red and plum hues that evoke tropical sunsets; and neutral grey, black and white shades that take inspiration from the wild landscapes that bring us peace.

Kind & Free™ Mascara Rimmel’s first clean mascara
delivers the uncompromising volume and length that your lashes demand. Furthermore, it has proven 36-hour wear and is water-resistant. Yet, amazingly, it’s made with 99% natural derived ingredients. Infused with biotin to help care for your lashes, the vegan, natural wax-blend formula has a creamy texture. Available in two shades – Black and Black Brown – for luscious lashes that suit your look.

Fresh, Eco-Friendly Design
To reflect its clean beauty credentials and pioneering spirit, the Kind & Free™ collection has a fresh anime blue colour code. Evoking a timeless sense of serenity and strength, this calming on-trend shade is suggestive of the sky and water. Combined with bold white lettering, the overall look is one of cool, stylish simplicity.

Rimmel is serious about sustainability and is leading the way with its eco-friendly packaging that features recycled plastic, known as PCR (post-consumer resin). All the packs are recyclable* and, wherever possible, packaging has been kept to a minimum to reduce the environmental impact. Just as we have an individual beauty that should be celebrated, so do the Kind & Free™ tubes, bottles and compacts.

It’s time to embrace a new era of beauty. Discover clean, vegan, cruelty-free make-up that’s good for you, society and the planet with new Kind & Free™ from Rimmel. Live the London look.

Widia Arianti
Widia Arianti
A day dreamer and night thinker who loves to listen and learn new things from people's stories. At work, she mostly covers pop culture, beauty, lifestyle and intriguing things on the internet. Her life includes free trips and good food.


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