KIND2

What KIND2 does

KIND2 is a UK-headquartered direct-to-consumer personal care company founded in 2018 by Sue Campbell. The company produces concentrated solid bar haircare products — shampoo bars, conditioner bars, and ancillary body products — marketed as an alternative to bottled liquid formats, and it has extended the solid bar format into a vet-approved dog shampoo bar for the adjacent pet care category. KIND2 sells exclusively through its own online store, with global shipping dispatched from the UK and no disclosed retail, marketplace, or wholesale distribution channels.

The product portfolio is organized around the solid bar format, with formulations targeting specific consumer concerns including hair growth (rosemary, caffeine, and peppermint variants), hydration, restoration, and metal detox. Core SKUs retail at approximately $15 per bar, with starter sets priced from $40 and a discounted 6-month supply bundle offered at $60 (reduced from $80). The company positions its range around natural, pH-balanced formulations and reduced packaging relative to bottled alternatives.

KIND2's commercial model is direct-to-consumer only, with revenue derived from individual product sales and bundles through its e-commerce site. As of the latest available data, the company reports a customer base of 6,500+, 768 reviews with an 81% five-star average, and earned media coverage spanning Vogue, Forbes, Women's Health, Good Housekeeping, Metro, the Independent, Hello Magazine, HuffPost, and pebble magazine. No funding rounds, executive changes beyond the founder, or financial disclosures have been reported.

Name

KIND2

Legal name

KIND2

Website

https://kind2.co.uk

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

KIND2 is a UK-based direct-to-consumer personal care brand founded in 2018 by Sue Campbell, selling solid bar shampoos, conditioners, body products, and a dog shampoo bar via its own online store and shipping globally from the UK.

Ownership category

akta.pro rank

Product category

Personal Care Haircare

NAICS

Toilet Preparation Manufacturing (325620), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Shampoo & Scalp Cleansers (CRABABAA)

akta.pro secondary industry

Conditioners & Hair Masks (CRABABAB)

Keywords

• Solid shampoo bars
• Solid conditioner bars
• Sustainable haircare
• Concentrated personal care
• Pet shampoo bars

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales of concentrated shampoo bars, conditioner bars, body products, and dog shampoo through their e-commerce website. Products are sold individually and in bundles/kits at various price points.
2. Bundles and Starter Kits: Sale of curated product bundles including starter sets, 6-month bundles, and gift sets at discounted prices compared to individual purchase.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

KIND2 designs, manufactures in the UK, and sells concentrated solid shampoo bars, conditioner bars, body/beard bars, and a vet-approved dog shampoo bar through its direct-to-consumer e-commerce store. Products are pH-balanced, formulated without harsh chemicals such as sodium laurel sulphate, and packaged plastic-free to deliver longer-lasting, less wasteful haircare than conventional liquid products. The brand also offers curated starter sets and multi-month bundles at unit-level pricing.

Product overview

KIND2 is a UK-made haircare company offering concentrated solid shampoo bars, conditioner bars, and body care products. Their product portfolio centers on high-performance, focused formulas without fillers, designed to work harder, last longer, and create less waste by removing water from the equation. The core offerings include the Hair Growth Shampoo Bar with Rosemary, Caffeine and Peppermint, the Concentrated Hair Care Starter Set, and various specialized shampoo and conditioner bars targeting different hair types (dry, curly, wavy, frizzy, oily, sensitive scalp) and needs (hydration, detox, repair). They also offer a range of bundles including the 6-Month Better Hair Bundle and Hydrating Bundle, a vet-approved dog shampoo bar, and accessories. Products are organized by hair type (Dry, Curly & Wavy Hair; Dry Hair & Scalp; Frizzy Hair; Normal or Oily Hair; Sensitive Scalp; Shorter Hair) and category (Shampoo Bars, Conditioner Bars, Body, For Dogs, Kits, Bundles & Gifts, Storage & Accessories). The company emphasizes sustainability through concentrated formulas that reduce packaging waste.

Differentiator

Problem solved

Functional benefit

Products and services

• Hair Growth Shampoo Bar with Rosemary, Caffeine and Peppermint Concentrated solid shampoo bar formulated with rosemary, caffeine, and peppermint, marketed to support hair growth and scalp revitalization for adults seeking non-liquid haircare.
• Concentrated Hair Care Starter Set Starter set pairing KIND2 concentrated shampoo and conditioner bars in a fragrance-free formulation to soothe, strengthen, and nourish hair, intended as an on-ramp for new customers to the brand.
• 6-Month Better Hair Bundle Six-month supply bundle of KIND2 haircare essentials sold at a discounted price relative to individual bar pricing, supporting the brand's 60-day better hair promise.
• Detoxing & Rebalancing Hair, Beard & Body Metal Detox Solid Shampoo Bar Multi-purpose solid shampoo bar formulated to detoxify and rebalance hair, beard, and body by removing metal buildup and clarifying, marketed as a 3-in-1 cleansing bar.
• Soothing & Clarifying Fragrance-Free Solid Shampoo Bar Fragrance-free concentrated shampoo bar formulated for sensitive scalps and curly hair, providing gentle soothing and clarifying benefits without perfume or harsh chemicals.
• Restoring & Repairing Solid Conditioner Bar Solid conditioner bar designed to restore and repair damaged hair, leaving hair soft, smooth, and manageable as a plastic-free alternative to liquid conditioner.
• Hydrating & Softening Solid Shampoo Bar Concentrated solid shampoo bar formulated to hydrate and soften dry hair without stripping natural oils, intended for dry or moisture-depleted hair.
• Cleansing & Soothing Dog Shampoo Bar Fragrance-Free Vet-approved, pH-balanced, fragrance-free solid shampoo bar formulated for gentle cleansing of dogs, intended for pet owners seeking a low-waste, non-irritating alternative to liquid pet shampoo.
• Hydrating Bundle Pre-curated bundle pairing KIND2 hydrating shampoo and conditioner bars for soft, moisturized hair at a combined price point.
• Detox Rebalance Restore Starter Kit Starter kit combining KIND2 concentrated bars designed to detox, rebalance, and restore hair and scalp, positioned as a multi-product entry point for the brand's corrective haircare routine.

Quantifiable outcome

• 6,500+ customers have purchased and reviewed products with 81% 5-star rating
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• By Humankind: US refillable and plastic-free personal care brand with shampoo and conditioner offerings. Comparable on the plastic-reduction sustainability thesis and DTC omnichannel model, though broader across oral and body care rather than focused on concentrated haircare bars.
• Susteau: US waterless haircare brand offering concentrated shampoo and conditioner products with sustainability positioning. Comparable on the waterless/concentrated formulation angle and DTC premium positioning, but at an earlier stage and with a US rather than UK customer base.
• Unwrapped Beauty: UK-based eco-conscious beauty brand offering shampoo and conditioner bars with refillable packaging. Comparable because it overlaps on sustainability narrative, solid bar format, and UK DTC channel, though with broader bath and body assortment.

Direct peers

• HiBAR: US-based solid shampoo and conditioner bar brand sold DTC and through retail (Target, Whole Foods). Comparable because it targets the same eco-conscious haircare consumer with concentrated solid bars at similar price points, competing head-on in the English-speaking market KIND2 already ships to.
• Ethique: New Zealand-born, globally distributed solid bar beauty brand covering shampoo, conditioner, body and pet care. Closest direct peer to KIND2: same concentrated solid bar format, same plastic-free sustainability positioning, similar DTC-plus-retail omnichannel model, and overlapping award-winning brand profile.
• Beauty Kubes: UK-based plastic-free haircare brand selling shampoo and conditioner in biodegradable cube and bar formats. Directly comparable on geography (UK DTC), sustainability thesis, and haircare focus, making it one of KIND2's nearest regional competitors.

Broad incumbents

• Lush: Global beauty retailer with extensive solid shampoo and conditioner bar assortment sold across 900+ retail stores and online. Comparable because it sells the same concentrated bar format at retail scale, but operates a much broader bath, body, and skincare portfolio with massive physical footprint KIND2 lacks.

Regional players

• Friendly Soap: UK handmade eco-friendly soap and shampoo bar brand sold through DTC and UK health retailers. Comparable on UK manufacturing, plastic-free bar format, and price-sensitive sustainability positioning, though primarily UK-only with no pet category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/wearekind2

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 KIND2