kin+kind

What kin+kind does

kin+kind is a Roselle, New Jersey-based manufacturer of natural and organic pet grooming and wellness products, founded in 2015. The company formulates and hand-mixes its products in an in-house New Jersey facility and markets a 57-SKU catalog spanning five primary categories: flea and tick prevention (sprays and shampoos using peppermint, rosemary, cedarwood, and lemongrass essential oils clinically tested for over 90% repellency efficacy); grooming essentials (shampoos, conditioners, waterless baths, and coat sprays); ear and skin care (organic ear cleaners, hot-spot relief, nose and paw moisturizer); stain and odor removal (zinc-salt-based formulas targeting odor molecules at the source); and a wellness supplement line covering hip and joint, digestive, skin and coat, calming, and urinary tract support using organic turmeric with coconut and black pepper for bioavailability.

The business runs a direct-to-consumer model as the primary channel through kin-kind.com (and kin-kind.ca for Canada), offering one-time purchase and a 10%-discount subscription option, with prices ranging from $3.99 for travel-size sprays to $69.95 for bundled kits and free shipping on U.S. orders over $50. A separately operating retail distribution network supplies brick-and-mortar pet stores throughout the U.S., supported by dedicated retailer enablement materials, and the site footer also surfaces iHerb as a third-party international channel. Marketing is delivered through organic social (Instagram, TikTok, Facebook under @kinandkind), a content hub called kin+kind University, email capture with a 15% first-order incentive, a points-and-referral rewards program, and earned PR/media coverage including NBC Select and SiriusXM.

The company's value proposition is anchored in third-party-validated credentials: USDA Organic certification, USDA Certified Biobased certification, and Leaping Bunny cruelty-free certification, layered on top of vet-formulation and U.S. manufacturing claims. Founder Thomas Ling remains publicly associated with the brand, and ownership is described as founder-controlled with no disclosed institutional or private equity backing.

Name

kin+kind

Legal name

kin+kind

Website

https://kin-kind.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

kin+kind manufactures USDA Organic, vet-formulated natural pet grooming and wellness products for dogs and cats, including plant-powered flea/tick repellents, shampoos, supplements, and odor removers. The company sells direct-to-consumer via kin-kind.com and through retail distributors across the U.S. and Canada.

Ownership category

akta.pro rank

Product category

Natural Pet Care Products

NAICS

Animal Food Manufacturing (31111), Pet and Pet Supplies Retailers (45991)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Food And Kindred Products (2000)

akta.pro primary industry

Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB)

akta.pro secondary industries

Animal Health OTC Retail (Parasite Control, Basic Care) (HLAMAIAJ), Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine) (HLAMALAO), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)

Keywords

• Natural pet grooming
• Organic pet care
• Flea tick prevention
• Pet wellness supplements
• Plant-based pet products

Headquarters

HQ city

Roselle

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Product Sales - E-commerce: Direct-to-consumer sales through their website with one-time purchases and subscription options offering 10% savings.
2. Retail Distribution: Wholesale distribution through retailers throughout the United States and Canada, with dedicated distributor network for retail partnerships.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

kin+kind manufactures and sells plant-based, USDA organic pet grooming and wellness products for dogs and cats, including flea and tick repellents, shampoos, conditioners, ear cleaners, coat sprays, stain and odor removers, and nutritional supplements. The company sells approximately 57 products through its own e-commerce websites (kin-kind.com and kin-kind.ca), via subscriptions offering 10% savings, and through a wholesale distributor network supplying retail stores across the United States and Canada. All products are hand-mixed at the company's New Jersey manufacturing facility and are vet-formulated, cruelty-free certified, and made with natural ingredients.

Product overview

kin+kind is a natural and organic pet grooming and wellness company offering a diverse portfolio of plant-powered products for dogs and cats. The product line centers on four main categories: (1) Flea & Tick Prevention including sprays, shampoos, and home/car sprays in Lavender and Lemongrass variants; (2) Grooming Essentials including shampoos, conditioners, waterless baths, and coat sprays for various coat types and skin conditions; (3) Ear & Skin Care including ear cleaners for dogs and cats, hot spot relief, and nose/paw moisturizers; (4) Stain & Odor Removal with surface-specific formulas for hardwood, fabric/carpet, and kitty litter areas; and (5) Wellness Supplements including hip & joint, digestive, skin & coat, calming, and urinary tract support. The company also offers curated bundles (Dog Grooming Bundle, Itchy Dog Bundle, Senior Pet Bundle, New Dog Bundle, Kitty Kit, Adventure Kit, Calming Kit) and gift cards. All products are vet-formulated, use clean ingredients, and are hand-mixed in the USA.

Differentiator

Problem solved

Functional benefit

Products and services

• Flea+Tick Repel Spray (Lavender)

Quantifiable outcome

• Clinically proven to deliver over 90% efficacy in flea and tick repellency
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Distributor NetworkcoreChannel Partner/ Reseller/ DistributorKin+kind works with distributors to supply products to retail stores throughout the United States. Resources provided to retailers include product books, merchandising sheets, logos, sell sheets, product tutorials, email blasts, and social media assets.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Burt's Bees for Pets: Burt's Bees for Pets offers natural pet grooming products (shampoos, conditioners, sprays) across similar categories to kin+kind, with a comparable natural-ingredient positioning and broad retail distribution.
• Earthbath: Earthbath is a long-standing natural pet grooming brand offering shampoos, conditioners, and sprays with plant-based ingredients — directly comparable product line and natural-channel retail presence.
• Dr. Bronner's Pet Products: Dr. Bronner's offers organic pet shampoos and grooming products under the same castile soap and natural-certification positioning as kin+kind — overlapping natural-ingredient, organic-certified grooming portfolio.
• Pet Honesty: Pet Honesty is a DTC pet wellness brand selling natural supplements (hip+joint, calming, digestive, skin+coat) — directly comparable to kin+kind's supplement line in ingredients, positioning, and go-to-market.
• Ark Naturals: Ark Naturals sells natural pet supplements, dental chews, and grooming products via retail and DTC — overlapping kin+kind's supplement and wellness portfolio with similar natural positioning.
• Vet's Best: Vet's Best markets vet-formulated natural flea/tick, grooming, and wellness products — directly competing with kin+kind's plant-based flea/tick sprays and natural grooming line.
• Wondercide: Wondercide offers plant-powered flea/tick sprays and home pest control solutions using essential oils — directly comparable to kin+kind's flea/tick repellent and home/car spray SKUs.

Broad incumbents

• Petco (Wholehearted): Petco's Wholehearted private label offers natural-ingredient grooming, supplements, and wellness products at scale across all US Petco stores — a broader incumbent that overlaps with kin+kind's categories but is sold only through Petco's owned channels.

Emerging players

• Stella & Chewy: Stella & Chewy is a premium natural/raw pet food and supplement brand with DTC and retail distribution — adjacent overlap with kin+kind in natural wellness positioning and supplements.
• iHeartDogs: iHeartDogs sells natural pet supplements and wellness products via DTC with mission-driven branding — comparable to kin+kind on natural-ingredient supplements and cause-marketed positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/kinandkind
• Instagraminstagram.com/kinandkindofficial
• TikToktiktok.com/@kinandkind
• Xx.com/kinandkind

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about kin+kind