Rimmel London's First Clean and Vegan Mascara

The mascara is said to deliver 36 hours of wear with conditioning volume and length.
The mascara is said to deliver 36 hours of wear with conditioning volume and length.

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.

See related: Beiersdorf Captures CO2 for its Nivea Men 'Climate Care Moisturizer'

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)].

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