In their element: Make-up brand displays its raw beauty

The newly relaunched brand is making the element of ultra-simple, raw simplicity and undisturbed mineral ingredients one of its key selling points. The products come with vitamins A, C and E incorporated and are backed – rather romantically – on terracotta tiles.

Continuing the natural theme, the brand’s products are packaged in minimalist square, untreated wooden cases made with birch wood from native Finland, and without any extra materials added. They are sealed by a clever slotting system using grooves that clasp together when twisted and can be re-used as jewellery or keepsake cases.

Kide is one of many brands at Cosmoprof 2014 that promoted the untouched, almost elemental properties of rawness as a unique selling point. The use of only Finnish birch wood for packaging also fits with a rising focus on provenance and localism LS:N Global has charted in several lifestyle categories, from beauty to food and drink.