US – The skincare brand combines wellness with science to create a bio-positive range of products.
Kinship uses a proprietary microbiome technology called Kinbiome at the heart of its products, a pro-probiotic that supports a strong natural skin barrier. The brand is launching with five staple products: a naked papaya face cleanser, Insta Swipe exfoliating pads, hydrating gel-cream moisturiser, Pimple Potion acne treatment, and probiotic moisturising sunscreen.
While its ethos is science-backed and plant-based, Kinship is also rooted in consciousness – its products are accessible, clean, consciously packaged and cruelty-free. To reach its target audience of Generation Z, the brand’s first campaign is colourful and youth-focused, featuring young men and women, emojis and text exchanges about self-care.
To see how new beauty brands are ensuring they have a positive impact on the planet, read our latest sector macrotrend, Bio-positive Beauty.