The future of the beauty industry is clearly focusing on the sustainability efforts undertaken by many of the beauty …as well as fashion brands around. If we were to think of the main factors affecting the lifetime of new beauty launches, we can think of four dominating factors; the quality of ingredients, affordability, transparency, and sustainability. According to these four factors, there is one particular new skincare launch that we are very much interested in. Kinship is a new skincare line that launched recently and one that is based on the principle of “affordable wellness for everyone” while trying to save our planet!
Kinship is created by two seasoned beauty industry veterans; Alison Haljun the former vice president of marketing at Benefit Cosmetics and Christin Powell, cofounder of Juice Beauty. Affordable wellness has probably been overused lately what with the many skincare brands who are doing the same. But Kinship promises a few different things. First of all, all their products contain Kinbiome complex, which is a blend exclusive to the brand that is said to “promote the balance of your skin microbiome and barrier.” The skin’s microbiome refers to the collection of bacteria, yeast and other organisms that make up our skin’s environment. Kinbiome is a plant-based pre-probiotic derived from the fermentation of lactobacillus. The products are also free from over 1,300 ingredients that are banned by the European Union, including parabens, and sulfates.
What’s even more distinctive about Kinship is their packaging. True their packaging is super cute in a minimal way but this cuteness hides a very important fact. All their packaging is recyclable, while two of their products are packaged with Ocean Waste Plastic (OWP) which makes them the first clean skincare brand to use OWP taking their inspiration from the hair-care brand Kevin Murphy. It is claimed that the first batch of their products will help in eliminating 1.5 tons of OWP. Not only that, you can also scan the QR code using your phone’s camera to find out where and when the plastic was harvested.
It’s a great way to bring the problem into our consciousness. And we hope to encourage many other brands in the industry to also use ocean waste.” Powell and Haljun explain.
Kinship is launching their brand starting with the five essentials that include a face cleanser, AHA pads, a moisturiser, sunscreen, and a retinal + salicylic acid treatment, all between $18-$25.