Meet The KIND Collective – an Australian-owned cosmetics brand that puts caring for the planet, animals and people as its priority, with self-care also at its centre.
Created by business women Lynda Chapman and Pia Dwyer, the brand offers high-performing, 100 per cent vegan, 100 per cent cruelty- free, PETA accredited, and sustainably-led makeup products, with the concept of being kind as its major branding. The products are built with natural plant botanicals, are free from SLES and parabens and housed in 100 per cent compostable bamboo packaging, while the Heroes range is all Australian made.
“We always knew launching a cosmetics brand was something we wanted to explore. Over the past few years, we started to look more seriously into what our cosmetics brand might look like. We recognised that we had a real opportunity to launch a brand that would shake up the market and offer more than what consumers were currently getting,” Lynda shared. “We ultimately launched a brand that created high-end, good-for-the-earth cosmetics that don’t compromise on product efficacy. We feel so proud to have launched a brand that reflects our own values and is committed to making the world a kinder place.”
Celebrating individuality and empowerment, the range makes use of Lynda and Pia’s 20-plus years of beauty industry experience, with Lynda’s role as Managing Director leading the sales, merchandising and business development, and Pia pioneering product development and graphic design as Creative Director. The two also have experience with environmental and animal organisations, such as Lynda’s work with the Petstock Foundation for over ten years, fusing their values of beauty and care perfectly.
The brand was born from ideas started in Melbourne’s first lockdown in 2020 and traversed many iterations, all with the vision for overarching kindness at its core.
“There are always many challenges when starting any business or launching any brand from scratch. We had many challenges around where to position the brand, but the answers were in the ethos of KIND and what we wanted our brand to stand for; to be kind, be vegan, no cruelty, support women, protect the environment,” Lynda explained. “We stayed true to the values we wanted to achieve and this answered many of our questions. Second to this is always listening to our customers; what they want or are not getting in the market is key to turning any challenge into an opportunity!”
Importantly, The KIND Collective partners with i=change as its first philanthropic initiative, donating $1 from every online purchase to a partnered charity of the customer’s choosing. Organisations include Women’s Community Shelters, Greening Australia and Global Sisters.
The brand was also included as a B Corp™ certified company, joining only 20 skin, nail and hair brands in this space in Australia and New Zealand. The company undertook a stringent assessment process for over two years, starting before the brand was even launched to the market, to achieve this certification, affirming their environmental and social performance, accountability, and transparency as a brand.
Hero products include the aptly named Heroes lipsticks, which headline a myriad of go-to lip products of balms, stains, lipsticks and oils. Lynda also lists the versatile Glo Serum as a favourite, while prep products, palettes, eyeshadows, highlighter packs and SPF-infused tinted serums round out this dynamic range.
For more information visit www.thekindcollectiveaustralia.com
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