With the increase of conscious consumers in India; kindlife, a new age beauty, and wellness ecosystem, launched its first brand 2BeKynd.
Built on kind brands, 2BeKynd is a premium and non-toxic hygiene range that promises to be the most gentle and effective. The portfolio of products includes a hand sanitizer, hand wash, deodorant, and hand cream.
Radhika Ghai, Founder, and CEO, kindlife said, “Hygiene industry globally is valued at $500+ billion and is projected to reach $700+ billion by 2030. It is estimated to grow exponentially in the next 3 years. For example, just the hand wash category, specifically, will grow by 40 percent.”
“With a population of 472 million, Generation Z in India is the largest in the world. No one is talking to them in their language. We see a huge gap in daily essentials for Gen Z - if it doesn’t look good, smell good, while being super effective, it won’t be a part of their daily lifestyle. Purpose is very important to Gen Z and a key driver while making purchase decisions,” she added.
The first product, 2BeKynd hand sanitizer, is made with 70 percent Natural Ethyl Alcohol and essential oils. Unlike, other sanitizers, 2BeKynd, is hydrating, calming/refreshing, and kind to the user. The bottle is reusable, with refills being available shortly.
Available in Lavender and Peppermint variants, the products are toxin-free and cruelty-free. Early research suggests that 90 percent of consumers found it gentler and softer than regular sanitizers; and 95 percent said it smells better, a key factor while making purchase decisions.
Currently available only on 2BeKynd.com and kindlife, the brand is expanding to other online and offline channels internationally soon. Priced at Rs 399 for 2 bottles, the bottle is reusable, with refills being available shortly.