Rimmel

Clean beauty had become the norm. Which meant it was no longer the story. For Gen Alpha, beauty is about identity, not ingredients. We found our answer in a new London. Bold, expressive and unapologetically individual. It became the inspiration for a clean beauty brand designed to stand out in a generation that scrolls before it shops.

We turned clean beauty all the way up. Inspired by the colour, confidence and energy of contemporary London, we created a bold new identity designed for the places beauty is discovered today. The scroll, the feed and the digital shelf. Vibrant, expressive and impossible to ignore, Kind & Free became as culturally relevant as it was consciously made.