Rimmel London's first clean and vegan mascara, Kind & Free, is formulated with 99% natural ingredients, including shea butter and biotin, and contains no animal by-products such as beeswax. The mascara is said to deliver 36 hours of wear with conditioning volume and length.
All products in the Kind & Free collection are made without mineral oils and are focused on sustainability, with each product containing recycled material. For example, the Kind & Free Mascara is made with 74% of recycled plastic, and its brush is made from 100% renewable bio-based fibers. By 2025, the company aims for 100% of Rimmel packaging to use recycled material or be recyclable, reusable or compostable.
According to the company, the Kind & Free brand represents a new chapter in clean beauty, centered around expanding access to clean products for everyone. The product retails for £9.99 (~US $12.33).
Ingredients: Aqua/Water/Eau, Candelilla Cera/Euphorbia Cerifera (Candelilla) Wax/Cire De Candelilla, Butyrospermum Parkii (Shea) Butter, Polyglyceryl-6 Distearate, Dimer Dilinoleyl Dimer Dilinoleate, Copernicia Cerifera Cera/Copernicia Cerifera (Carnauba) Wax/Cire De Carnauba, Glycerin, Polyglyceryl-10 Myristate, Cetyl Alcohol, Glyceryl Caprylate, Leuconostoc/Radish Root Ferment Filtrate, Xanthan Gum, Arginine, Phenethyl Alcohol, Biotin, [May Contain/Peut Contenir/+/-: Iron Oxides (CI77491, CI 77492, CI 77499)].