This everyday mascara promises a natural finish and ingredients list

Here’s what our Review Crew® had to say about this clean, vegan-friendly formula

BEAUTYcrew Beauty Editor / January 17 2022

The product

When it comes to nabbing the perfect everyday mascara, we’re all about that natural, no-fuss look. But what about a formula that promises a natural finish and ingredients list?

Rimmel London Kind & Free Mascara does just that, pairing a clump-free, lengthening and conditioning mascara, with a subtle pump of volume and an ingredients list that’s of 99 per cent natural origin. Clean, vegan-friendly beauty just got all that much easier to use. 

Here’s what our panel of Review Crew® testers had to say about this cruelty-free mascara

The panel

Beauty Crew sent Rimmel London Kind & Free Mascara to a panel of women aged 18 and older with a penchant for clean beauty and vegan-friendly formulas.

The lowdown

Here’s what the Review Crew® loved about the Rimmel London Kind & Free Mascara.

The 99 per cent natural ingredients list: The Kind & Free mascara’s most impressive attribute, according to the Review Crew®, was the fact that 99 per cent of the formula’s ingredients list is of natural origin. This meant saying goodbye to eye-irritating nasties and hello to long-lasting comfortable lashes. 

The natural, lengthening finish: Reviewers were unanimous in the opinion that the mascara was their go-to for an office and no-makeup makeup day look. The natural-looking, lengthening mascara gave lashes a plump boost of volume without looking too over the top.

The no-clump, flake-free formula: Let’s be real, no one’s a fan of clumpy, flaky mascara – our Review Crew® included. But according to the members of the trial, this mascara formula does double duty by promising smooth, clump-free application and a trustworthy no-flake, smudge-proof finish throughout the day.

The verdict

“I was excited to try this and I wasn’t disappointed. Clean and kind makeup that’s cruelty free, vegan and with 99% ingredients of natural origins is increasingly appealing to me when considering my products and to top it off it’s water resistant as well. I found this product to be subtle but effective. It didn’t clump on my eyes and the wand was long but thin, which I like, because you can get really close to the lash line. It washed off easily, which I’ve found isn’t always the case with water resistant mascaras, and it stayed on well throughout the day without running down my face by 3pm.”
Abbie A
REVIEWcrew® Member
“It's been quite a few years since I've used a mascara from Rimmel, so when they released a clean, vegan lengthening mascara - I had to try it! I thought the packaging was quite cute and had a neat format. The brush is like any lengthening mascara with wide bristles and wasn't a goopy formula…Having finer lashes I did do three coats with drying in between them. Brush and formula worked really well - it lengthened and volumised it a touch. No clumps so my lashes spread out really nicely, almost wispy [and] held all day in the heat and even throughout the night.”
Amalia T
REVIEWcrew® Member
“I’ve been wearing the Rimmel London Kind & Free Mascara everyday for two weeks straight and couldn’t be happier with the outcome. I often find my eyes become sore or itch after wearing making all day but I was happy to find this mascara didn’t irritate my eyes at all. The mascara is light and goes on well. I found it gave a casual look where my lashes seemed lengthened and thickened but the bonus is you don’t feel like you’re wearing anything! And you have to love that it’s organic, 100% vegan and kind to animals.”
Shay W
REVIEWcrew® Member

Like the sound of this natural mascara? Read more Rimmel London Kind & Free Mascara reviews

The products for this Review Crew® trial have been provided by Rimmel London to Are Media and BEAUTYcrew for the purpose of trial and review by Review Crew® members.

*This combined average star rating for Rimmel London Kind & Free Mascara is based on a combined total of 50 reviews submitted and is correct as of 17/01/2022.

Main image credit: Are Media

Briar Clark got her start in the media industry in 2017, as an intern for Marie Claire and InStyle. Since then, her keen interest in fashion and beauty has landed her gigs as a Digital Content Producer and Beauty Editor with titles like Girlfriend, Refinery29, BEAUTYcrew and beautyheaven. She loves the way seemingly innocuous topics like skin care and style have the ability to put a smile on people’s faces or make them think about themselves a little differently. A big believer in self love and experimentation, Briar has made a point of becoming the Australian beauty industry’s unofficial guinea pig for unusual treatments and daring hair trends. When she’s not testing out the latest beauty launches, Briar is big on broadening her horizons, mostly in the form of food but she’s also partial to travelling to new destinations both near and far (and of course, allocating an extra bag to bring their best beauty offerings home with her).