It's hard to pinpoint exactly when "clean beauty" began trending, but we can safely say that most brands we know and love are officially on the bandwagon in 2022. So it wasn't a surprise when Rimmel launched its Kind & Free range, which includes four vegan products — foundation, concealer, setting powder, and mascara — free from mineral oils and fragrance, which some people prefer to avoid. But cleaner ingredients don't automatically make a product effective, so our editors put this new launch to the test. Turns out, it's worth a permanent spot in your rotation.
Rimmel Kind & Free Moisturising Skin Tint Foundation
"I tried the Rimmel Kind & Free Moisturising Skin Tint Foundation (£9.49) in shade 400 Natural Beige, and I was surprised to see it match my skin tone with such a natural finish. In the winter, I get a bit washed out and my yellow undertone is more visible. Although shade 400 is closer to my summer skin tone, it added warmth to my face, evened out my tone, and balanced the yellowness, while feeling lightweight. Usually I apply a generous layer of moisturiser before foundation, but I can confirm that I had no flaking or tightness with Rimmel's formula." — Kara Kia, associate editor
Rimmel Kind & Free Hydrating Concealer
"The Rimmel Kind & Free Hydrating Concealer (£7.99) lived up to its name straight away. I was impressed that whilst the formula was thinner in consistency than I'm used to, it still masked my dark circles and blue undertones in a matter of seconds. The lightweight formula also means that it's never drying and even adds a touch of glow to the undereyes. Plus, a little goes a long way, which, in my makeup bag, is important for a concealer!" — Tori Crowther, editor
Rimmel Kind & Free Pressed Powder
"First and foremost, the Rimmel Kind & Free Pressed Powder (£6.99) is super easy to use because it's a pressed powder, so it doesn't spill out. This makes it a great makeup-bag addition when travelling. The medium shade is barely noticeable on my skin and works well to touch up makeup and blot oily skin throughout the day." — Navi Ahluwalia, assistant editor
Rimmel Kind & Free Clean Mascara
"The Rimmel Kind & Free Clean Mascara (£9.99) has a smaller brush than I'm typically used to, but it immediately had me wondering why I'd dismissed them. The long, thin wand allowed me to coat every single lash easily and, more importantly, quickly. It added significant length to my lashes, held the volume all day, and didn't flake. The formula is also vegan. What more could you ask for?" — TC
