What is Kind & Free?

Welcome to the clean face of beauty! We invite you to join Rimmel 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.