Lovekins

What Lovekins does

Lovekins is an Australian privately held natural and organic personal care brand founded by Amanda Essery and headquartered in North Sydney. The company originated in baby skincare — built around native Australian botanicals, particularly Kakadu Plum (Terminalia ferdinandiana) — and has since expanded into women's wellness through the Triple ProBio™ period care range, the company's flagship innovation. Core products span baby skincare (hair and body wash, face and body moisturiser, nappy cream, stretch mark oils and creams, nipple balm), women's period care (probiotic Light, Regular, Super and Night pads, period pants, and curated bundles such as the First Flow Starter Pack, Power Flow Bundle, and Day to Night Flow Bundle), and a small home range (kids hand sanitiser, sanitiser spray, multi-purpose surface spray). Product technology centres on two proprietary platforms: Triple ProBio™ — a patented blend of three probiotics and one prebiotic supporting the intimate microbiome, marketed as a world-first in period care — and SlimTech™, a ~0.1cm glueless absorption core. The company operates a direct-to-consumer e-commerce model through lovekins.com with shipping to over 60 countries and a retail wholesale partnership with Myer in Australia. Pricing is unit-based in AUD with curated bundle discounts of approximately 10%, a WELCOME10 first-order coupon, and free domestic shipping over AUD $30. Brand building is driven by content marketing (a healthcare-professional-authored blog on women's wellness, pregnancy, birth, and baby care), organic social (Instagram, Facebook, Pinterest), earned media coverage, and CSR partnerships including Share the Dignity and Tree Farm carbon offsetting. The company has won multiple Organic Beauty Awards in 2021, including a Gold Award for the Soothing Baby Nappy Cream, a Gold for Kids Hand Sanitiser, a Gold for Stretch Mark Cream, and the Superior Quality & Sustainability Green Award.

Name

Lovekins

Legal name

Lovekins Pty Ltd

Website

https://lovekins.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Lovekins is an Australian natural and organic personal care brand selling baby skincare and probiotic period care products through DTC e-commerce and Myer, serving women, mothers, and infants across 60+ countries.

Ownership category

akta.pro rank

Product category

Natural Personal Care Products

akta.pro primary industry

Baby Skincare (Lotions, Creams, Oils) (CRABAJAB)

Keywords

• Natural baby skincare
• Probiotic period care
• Organic feminine hygiene
• Maternal wellness products
• Australian botanical cosmetics

Headquarters

HQ city

Concord

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: Lovekins sells its full product range directly to consumers through its owned e-commerce storefront (lovekins.com), processing transactions online with domestic Australian shipping and international shipping to select countries. Revenue is generated through one-time product purchases and bundle sales.
2. Retail / Wholesale Distribution: Lovekins products are also available through retail partners such as Myer and potentially other stockists, generating revenue through wholesale bulk orders to retail outlets.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Lovekins is an Australian natural and organic personal-care brand that develops, manufactures and sells the Triple ProBio™ probiotic period-care range (pads, liners, period pants and bundles), pH-balanced baby skincare (wash, moisturiser, nappy cream), pregnancy care (stretch mark oil/cream, nipple balm) and selected home-care items (sanitisers, surface spray). Distribution is led by the owned lovekins.com Shopify storefront with supplementary sales through Myer department stores in Australia and international shipping to 60+ countries.

Product overview

Lovekins is an Australian natural organic mother and baby care brand offering a diversified product portfolio spanning women's wellness (Triple ProBio™ probiotic period care range) and baby skincare. The Triple ProBio™ line includes Regular Pads, Night Pads, Light Pads, Super Pads, Period Pants, and curated bundles (First Flow Starter Pack, Power Flow Bundle, Day to Night Flow Bundle). The baby range features Hair + Body Wash, Face + Body Moisturiser, Nappy Cream, and pregnancy care products including Stretch Mark Oil, Stretch Mark Cream, and Nipple Balm. The brand also offers home care products including hand sanitisers and surface sprays. All products feature native Australian botanicals with Kakadu Plum as a hero ingredient.

Differentiator

Problem solved

Functional benefit

Products and services

• Triple ProBio™ Regular Pads Probiotic period pads designed for regular flow days, combining microbiome-conscious Triple ProBio™ care with SlimTech™ ultra-thin glueless core technology for breathable, flexible comfort. For menstruating women seeking natural period protection.
• Triple ProBio™ Night Pads Probiotic period pads engineered for overnight protection and extended wear, featuring Triple ProBio™ microbiome-supporting technology and SlimTech™ absorption for leak-proof comfort. For menstruating women needing overnight coverage.
• Triple ProBio™ Light Pads Probiotic period pads for light flow days, supporting intimate microbiome balance with breathable microporous layer construction. For menstruating women with light flow or end-of-cycle use.
• Triple ProBio™ Super Pads Ultra-thin probiotic period pads for moderate to heavy flow, featuring approximately 0.1cm SlimTech™ glueless core with up to 45x absorption capacity and winged secure fit. For menstruating women with heavier flow days.
• Triple ProBio™ Period Pants All-in-one probiotic period underwear with SlimTech™ glueless absorption core, designed for leak-proof wearable comfort in Medium and Large sizes. For menstruating women seeking wearable period protection.
• First Flow Starter Pack Probiotic pad starter pack designed for first periods, bundling all four absorbency levels (Light, Regular, Super, Night pads) with SlimTech™ glueless core technology. For tweens and teens experiencing first menstruation.
• Power Flow Bundle Probiotic pad bundle combining Super and Night pads for heavy flow days, postpartum and extended wear, with Triple ProBio™ microbiome-conscious care and SlimTech™ absorption. For women with heavy flow or postpartum needs.
• Day to Night Flow Bundle Curated bundle of period products combining day and night protection using Triple ProBio™ technology for comprehensive menstrual care. For menstruating women seeking full-cycle coverage in a discounted bundle.
• Baby Hair + Body Wash Gentle soap-free baby wash with Provitamin B5, Oat Amino Acids and Squalane for delicate skin. Dermatologically tested, pH balanced, free from parabens and sulphates. For newborns and infants with sensitive skin.
• Baby Face + Body Moisturiser Moisturiser enriched with Kakadu Plum and native Australian botanicals, designed to nurture delicate baby skin from day one. For newborns and infants needing gentle daily moisturising.
• Stretch Mark Oil Nourishing stretch mark oil with Kakadu Plum, formulated to prevent and minimise the appearance of stretch marks during pregnancy. For expectant and new mothers.
• Stretch Mark Cream Lightweight stretch mark cream for daily use with Kakadu Plum, suitable for all stages of pregnancy including recovery. Gold Award winner at Organic Beauty Awards (Products for Mum). For expectant and new mothers.
• Nurturing Nipple Balm Protective and nourishing balm for soothing tender and sore skin during breastfeeding. Bronze Award winner at Organic Beauty Awards (Organic Balm category). For breastfeeding mothers.
• Soothing Baby Nappy Cream Baby nappy cream combining Kakadu Plum, Avocado Oil, Shea Butter and Australian Blue Cypress essential oil to nourish and calm delicate skin. Gold Award winner at Organic Beauty Awards (Baby category). For babies and infants.
• Kids Hand Sanitiser Plant-Based Alcohol-Free Gentle alcohol-free hand sanitiser with Australian Kakadu Plum and Eucalyptus Oil that kills 99.9% of germs. Vegan Certified and Made Safe. Gold Award winner at Organic Beauty Awards (Baby category). For children and families.
• Feminine Foaming Wash Feminine hygiene wash with Kakadu Plum, Aloe Vera and Lavender for gentle intimate care. Silver Award winner at Organic Beauty Awards (Health & Wellbeing). For women seeking natural intimate hygiene.
• Sanitiser Spray Natural plant-based antibacterial sanitiser spray for personal use. Bronze Award winner at Organic Beauty Awards (Health & Wellbeing). For consumers seeking a natural antibacterial spray.
• Multi-purpose Surface Spray Surface cleaner formulated to effectively remove grease, dirt and grime from household surfaces. Bronze Award winner at Organic Beauty Awards (Health & Wellbeing). For households seeking natural cleaning products.

Quantifiable outcome

• Kills 99.9% of germs (Kids Hand Sanitiser)
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Share the DignitycoreStrategic or Co-development PartnerShare the Dignity is an Australian organisation fighting period poverty across the country. Lovekins has renewed its partnership with Share the Dignity coinciding with World Menstrual Hygiene Day on 28th May. The partnership aims to ensure all women and girls have access to safe, dignified period care regardless of their circumstances, and to normalise conversations around menstrual health.
• Tree FarmminorStrategic or Co-development PartnerTree Farm is Lovekins' partnership for carbon offsetting. The collaboration supports the offset of carbon emissions as part of Lovekins' sustainability commitment. This partnership contributed to Lovekins winning the Superior Quality & Sustainability Green Award (Eco-Choice Award) at the Organic Beauty Awards AW21.
• KinsideminorStrategic or Co-development PartnerKinside is a gender-neutral skin wellness and lifestyle brand co-founded by Lovekins founder Amanda Essery and her children, targeting tweens and teens. It represents a natural continuation of the Lovekins philosophy extended to the next generation. Lovekins is not the owner but the founder connection means shared philosophy and potential brand collaboration.
• Dr. Joseph SgroiminorOthersDr. Joseph Sgroi is an OB/GYN and Lovekins' brand ambassador, contributing educational content on menstrual health topics including period colours, endometriosis, PCOS, and fertility through Lovekins' blog platform.
• BumpnbubminorOthersBumpnbub is a maternity and baby care platform founded by midwife Aliza Carr. Lovekins collaborates with Bumpnbub for educational content on birth, pregnancy, postpartum, and baby care, including co-branded blog articles and product recommendations (e.g., Lovekins X Bumpnbub After Birth Spray).

Scale indicators3 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Modibodi: Australian-founded period underwear and reusable period care brand selling direct-to-consumer and through major retailers globally. Closest direct competitor to Lovekins' Triple ProBio™ line in the premium, design-forward period care category serving the same women-and-wellness segment.
• TOM Organic: Australian organic period care brand offering tampons, pads, and liners made from organic cotton. Head-to-head competitor in the natural/organic feminine hygiene niche targeting the same health-conscious Australian women, with overlapping retail and DTC distribution.
• Mukti Organics: Australian certified-organic skincare brand offering natural and organic personal care. Comparable premium positioning, Australian-origin botanical story, and overlapping health-conscious women customer base.
• MooGoo: Australian natural skincare company founded with a similar founder-driven, natural-ingredients philosophy, including a baby skincare range. Comparable business model (DTC-led, Australian heritage, sensitive-skin positioning) and overlapping customer base in mothers seeking natural baby and family skincare.
• Gaia Skin Naturals: Australian natural skincare brand with a substantial baby range (massage oils, bath products) and pregnancy/stretch mark products. Direct competitor in the natural baby and maternity skincare category, with similar native-ingredient narrative and mother-focused positioning.
• Weleda (Baby & Mother range): Global natural baby and mother care brand with extensive Calendula-based baby skincare and pregnancy ranges. Comparable natural/biodynamic positioning and similar distribution through premium retail (Myer, David Jones, pharmacy), competing directly for the same natural-baby-conscious consumer.

Broad incumbents

• Bonds (Hanesbrands): Iconic Australian apparel basics brand (under Hanesbrands) that has expanded into period underwear and period care. Broad incumbent serving the same women demographic via major Australian retail, with much larger scale and marketing budget.
• Aveeno Baby (Johnson & Johnson): Mass-market baby skincare brand owned by Johnson & Johnson, leveraging oat-based natural-ingredient positioning. Sets the competition Lovekins faces in the dermatologically-tested, sensitive-skin baby category across pharmacy and grocery.
• Carefree (Edgewell Personal Care): Global mass-market feminine hygiene brand (liners, washes) owned by Edgewell. Competes directly with Lovekins' Triple ProBio™ pads/liners and Feminine Foaming Wash at the mass end of the same category.
• Libra (Kimberly-Clark): Australia's leading mass-market period care brand owned by Kimberly-Clark, offering pads, liners, tampons and period underwear across all price points. Sets the competitive benchmark on price, scale, and trade marketing that Lovekins must differentiate against in the same Australian grocery and pharmacy channel.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/lovekinsaustralia
• Instagraminstagram.com/lovekins_australia
• Pinterestpinterest.com.au/lovekins_australia
• Xx.com/lovekins_baby
• LinkedInlinkedin.com/company/lovekins

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Lovekins