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Rimmel Launches Blockbuster Clean Beauty Range

New vegan, cruelty-free make-up cares for skin, planet and society

Ignite your inner activist! You can lead the way in making the world a kinder place simply through your choice of make-up. 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.

Rimmel believes that ‘Kind to Us’ should mean ‘Good for the Planet’, ‘Good for People & Society’, and ‘Good for Me’. That’s why all the Kind & Free™ packaging contains post-consumer recycled content to be kinder to the environment. Rimmel’s parent company, Coty, doesn’t test on animals, and the Kind & Free™ formulas are 100% vegan and made with a high percentage of natural origin ingredients. The brand is fully transparent about the ingredients used in its products; the collection doesn’t feature any ‘nasties’ - just functional and effective, skin-caring ingredients in formulas that are simply kind to your skin, eyes and nails and formulated without perfume.

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. Formulated with 77% ingredients of natural origin, infused with an antioxidant vitamin complex (E and B5) and aloe vera, this nourishing tint delivers a fresh glow and a natural, healthy-looking finish. 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. The perfect partner to Moisturising Skin Tint, 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. Pat it on using the vegan puff applicator for fresh, natural-looking coverage that lasts all day. 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. Amazingly, it’s made with 75% bio-sourced ingredients and 77% ingredients of natural origins, including ingredients derived from sugar cane, cassava, corn and cotton. And not only is the formula vegan, so is the brush. Express yourself with a rainbow of shades inspired by nature. 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. What’s more, it’s an environmentally friendly choice thanks to the pack that’s made with 73% PCR (post-consumer resin), including a real bio brush made from bio-based fibres. 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. Due to the PCR content, each pack is unique and may feature aesthetic imperfections, such as slight differences in colour and opacity or tiny bumps, hollows and dots. There’s no compromise in packaging quality or safety and Rimmel believes it’s a small price to pay for being kinder to the environment. 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.

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