KIND Beauty & Care

What KIND Beauty & Care does

KIND Beauty & Care (legal entity: KIND Beauty & Care Comércio de Cosméticos Ltda., CNPJ 23.713.072/0001-81) is a Brazilian, founder-led cosmetics brand headquartered in Leme, São Paulo state, that develops and sells clean beauty, vegan, and cruelty-free skincare, sun protection, and color cosmetics. The company was founded by Corina Godoy Cunha and operates a direct-to-consumer e-commerce model through a single Shopify storefront at kindbeauty.com.br, with no disclosed retail or wholesale distribution, no headcount data, and no disclosed institutional investors or parent company. The product portfolio spans four categories — Skincare (facial cleansing pulps with Microfibrillated Cellulose, serums, niacinamide tablets), Solar Protection (mineral sunscreen sticks with SPF 51 in colored and uncolored variants, and a new FPS 55 illuminator), Makes (tinted lip balms, multi-use cream blushes, lip glosses), and Kits/Accessories — with products carrying high naturality indices ranging from 88% to 99.3% and certified Vegan, Cruelty-Free, Natural, Clean Beauty, and Eu Reciclo.

Technically, the company differentiates on formulation rather than on digital infrastructure. Its most defensible technical asset is a co-development partnership with Klabin for supply of Microfibrillated Cellulose (MFC), a cellulose-derived microparticle that KIND describes as conferring creamy textures and skin benefits and which positions it as a pioneer in MFC use within Brazilian cosmetics. Sun protection products are built on 100% physical (mineral) filters — titanium dioxide and zinc oxide — and combine color cosmetics with broad-spectrum SPF plus blue light defense. Pricing is set in Brazilian Reais, with unit prices ranging from approximately R$46 for cleansers to R$140 for serums, promotional discounts of up to 30%, a first-purchase coupon (THEKINDCLUB, 15% off), and free shipping thresholds of R$199 (Southeast Brazil) and R$299 (other regions); international shipping is available worldwide with 7–16 business day delivery. Payment processing is handled by Pagar.me (credit cards up to six installments, PIX, bank slips).

The go-to-market motion is a hybrid of direct-to-consumer e-commerce and community-led growth via the KIND CREATORS CLUB affiliate/influencer program, supplemented by an email newsletter, organic social, and promotional campaigns. Customer segments are horizontal personas — "Conscious Beauty Consumers" prioritizing sustainable and vegan cosmetics, and "Skincare-focused Beauty Enthusiasts" seeking multifunctional products — rather than named B2B accounts, so revenue is structurally a long tail of individual consumer purchases. No revenue, headcount, funding, or AI/ML capabilities are disclosed in the source material.

Name

KIND Beauty & Care

Legal name

KIND Beauty & Care Comércio de Cosméticos Ltda.

Website

https://kindbeauty.com.br

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

KIND Beauty & Care is a Brazilian founder-led DTC clean beauty brand selling vegan, cruelty-free skincare, mineral sun protection, and color cosmetics with 88–99% natural formulations through its Shopify storefront, serving conscious beauty consumers in Brazil and internationally.

Ownership category

akta.pro rank

Product category

Clean Beauty Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro industry

PRIMARYCRABACAJ

Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics)

Consumer Products & Retail/Beauty & Personal Care/Color Cosmetics (Makeup)

SECONDARYCRABACAC

Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint)

Consumer Products & Retail/Beauty & Personal Care/Color Cosmetics (Makeup)

SECONDARYCRABACAA

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter)

Consumer Products & Retail/Beauty & Personal Care/Color Cosmetics (Makeup)

SECONDARYCRABAAAA

Facial Skincare (Cleansers, Toners, Moisturizers)

Consumer Products & Retail/Beauty & Personal Care/Skincare

SECONDARYCRABAHAK

Sun Protection Lip Care (SPF Lip Balms)

Consumer Products & Retail/Beauty & Personal Care/Sun Care & Tanning

Keywords

• Clean beauty cosmetics
• Vegan skincare products
• Mineral sunscreen sticks
• Natural makeup balms
• Sustainable beauty brand

Headquarters

HQ city

Leme

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of cosmetic products through the company's e-commerce website. Products include skincare (cleansers, serums), sunscreen (stick, illuminators), and makeup (balms, blushes, glosses). Sales are one-time transactions with no subscription model mentioned.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

KIND Beauty & Care develops and sells clean beauty cosmetics directly to consumers through its e-commerce store, offering skincare (facial cleansing pulps with MFC technology, serums, niacinamide tablets), mineral sunscreen sticks (colored and untinted), and multifunctional makeup (tinted lip balms, cream blushes, lip glosses, solar illuminators). The product line emphasizes high naturality indices (88-99.3% natural ingredients), vegan and cruelty-free formulations, and combined skincare-makeup benefits such as built-in SPF.

Product overview

KIND Beauty & Care is a Brazilian sustainable cosmetics brand offering a portfolio of clean beauty products centered on four main categories: Skincare (facial cleansing products with Microfibrillated Cellulose technology), Solar Protection (mineral sunscreen sticks with color-correcting and untinted options), Makes (multi-functional tinted balms, cream blushes, and lip glosses with sun protection), and Kits. The product line includes 4 Polpa de Limpeza Facial variants (Suave, Detox, Revitalizante, Esfoliante), KIND Stick sunscreen products (Color in 15 shades and Incolor), KIND Balm lip products (colored and clear), KIND Blush Creamy 3-in-1, KIND Gloss limited editions with sensory effects, KIND Iluminador Solar FPS 55, 3 Sérum variants, NIACINAMIDA waterless tablets, and various kits and accessories. All products emphasize high natural ingredient percentages (88-99%), vegan and cruelty-free formulations, dermatologist testing, and dermatologist-recommended protection.

Differentiator

Problem solved

Functional benefit

Products and services

• KIND Polpa de Limpeza Facial - Suave 80g Gentle facial cleansing pulp with 92.6% natural ingredients, enriched with Trehalose, citrus essential oils, and Passion Fruit extract; provides soft physical exfoliation with Microfibrillated Cellulose for daily cleansing.
• KIND Polpa de Limpeza Facial - Detox 80g Deep cleansing and astringent face wash with 89.9% natural ingredients, enriched with Salicylic Acid, Activated Charcoal, Trehalose, and Peppermint Essential Oil to help reduce acne and dilated pores.
• KIND Polpa de Limpeza Facial - Revitalizante 80g Revitalizing facial cleanser with 88.3% natural ingredients, enriched with Glycolic Acid, Trehalose, Pitaya extract, and Ylang Ylang essential oil to stimulate collagen and smooth wrinkles and dark spots.
• KIND Polpa de Limpeza Facial - Esfoliante 80g Exfoliating facial cleanser for combination skin with 89.7% natural ingredients, enriched with Trehalose, Kiwi extract, and citrus essential oils to balance oiliness without drying.
• KIND Stick Protetor Solar Mineral com Zinco - FPS 51 FPUVA 17 Mineral sunscreen stick with zinc oxide providing SPF 51 and PA 17 protection, 100% mineral filters, 99.3% natural ingredients including Jojoba Oil, non-greasy finish suitable for sensitive skin.
• KIND Stick Color - FPS 51 FPUVA 17 Color-correcting mineral sunscreen stick with SPF 51 and PA 17 protection in 15 shades (K10-K150), 99.3% natural ingredients, Pracaxi Oil, Squalane, and Phytoesterols; provides sun and blue light protection.
• KIND Balm Labial com Cor - FPS 20 FPUVA 7 Tinted lip balm with SPF 20 and PA 7 in 6 shades, 96% natural ingredients, enriched with Hyaluronic Acid and Retinol-like (Samphira Oil Bioactive) for hydration and lip care.
• KIND Balm Labial Incolor - FPS 20 FPUVA 7 (Cristal) Clear lip balm with SPF 20 and PA 7, 96% natural ingredients, Hyaluronic Acid and Retinol-like for hydration and collagen stimulation.
• KIND Blush Cremoso 3 em 1 - FPS 15 FPUVA 5 Multi-use cream blush for cheeks, lips, and eyes with SPF 15 and PA 5, available in 6 shades, 92% natural ingredients with Hyaluronic Acid and Retinol-like.
• KIND Gloss Labial com Cor - Edição Limitada (ÁRTICO and FERVOR) Limited edition colored lip glosses with sensory effects (cooling ÁRTICO and warming FERVOR), 99% natural ingredients, Hyaluronic Acid, and volumizing peptides.
• KIND Gloss Labial com Cor (Linha Regular) Regular line colored lip gloss in 6 shades with over 99% natural ingredients, enriched with Hyaluronic Acid, Retinol-like, and Phytoesterols for hydration and mirror-like shine.
• KIND Gloss Labial Incolor - Cristal 4,5g Clear lip gloss with 99% natural ingredients for hydration and mirror-like shine without color.
• KIND Iluminador Solar Corpo e Rosto - FPS 55 FPUVA 20 Solar illuminator for body and face with SPF 55 and PA 20, available in 5 shades (Champagne, Lilás, Dourado, Pérola, Bronze), 98% natural ingredients with Squalane, Cocoa Butter, and Shea Butter, 100% physical mineral filter.
• KIND Sérum Vitamina C 30ml Vitamin C serum for brightening and antioxidant protection in a 30ml format.
• KIND Sérum Controle de Oleosidade 30ml Oil control serum to regulate excess sebum and minimize pores in a 30ml format.
• KIND Sérum Uniformizador da Tonalidade 30ml Skin tone unifying serum to even out complexion and reduce dark spots in a 30ml format.
• NIACINAMIDA Facial em Comprimidos - 30 unidades Concentrated niacinamide tablets that transform into serum with water, customizable concentration (5%, 10%, or 15%) for different skin needs; waterless, sustainable, and travel-friendly format.
• KIND Nécessaire Bloom Branded storage bag in red and lilac with fluffy texture and soft touch, including personalized keychain with KIND logo.

Quantifiable outcome

• Products contain 92-99%+ natural ingredients depending on product line
• +2 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

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• KlabincoreStrategic or Co-development PartnerPartnership with Klabin for supply of Microfibrillated Cellulose (MFC), making KIND pioneering in Brazil for using this ingredient in cosmetics. MFC is a microparticle of cellulose combining sustainability and innovation in manufacturing processes. This partnership enables unique product textures and positions the brand as an innovator in sustainable cosmetics.
• Pagar.mecoreTechnology or IntegrationPayment processing partner handling credit card transactions (all major brands), PIX, and bank slips. Pagar.me is described as nationally and internationally known for presenting excellent security conduct in payment processing.
• ShopifycoreTechnology or IntegrationE-commerce platform provider powering the online store. Shopify enables the company to offer services to customers and processes personal information about access and use of services. The platform provides payment processing, order management, and store customization capabilities.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• ILIA Beauty: Clean beauty brand combining skincare with color cosmetics, including SPF-loaded complexion and lip products, sold DTC and through Sephora. Closely comparable to KIND on clean formulation, SPF-infused makeup, and high naturality positioning.
• Tower 28: Clean, sensitive-skin-friendly beauty brand selling through DTC and Sephora, with a strong face and lip color lineup. Comparable to KIND on clean formulation, sensitive-skin suitability, and lip/face hybrid SKUs.
• Glossier: Iconic DTC beauty brand with skincare-makeup hybrids, community-driven growth, and minimalist branding. Comparable to KIND on direct-to-consumer model, multifunctional SKUs, and digitally native customer base.
• Granado Pharmácias: Historic Brazilian beauty brand with a heritage pharmacy positioning and growing clean/natural line, selling through DTC, own retail, and select marketplaces. Comparable to KIND on Brazilian market, natural ingredient focus, and product breadth.
• Lola Cosmetics: Brazilian-born beauty brand with a strong DTC and selective-retail presence, focusing on playful, ingredient-conscious haircare and body care. Comparable to KIND as a digitally native Brazilian brand with sustainability cues.
• Bruna Tavares: Brazilian DTC beauty brand offering makeup and skincare with an influencer-driven, community-led GTM similar to KIND's affiliate model. Comparable on positioning, channel mix, and Brazilian-market focus.
• Kosas: Clean color cosmetics brand built around skincare-grade ingredients in lip, cheek, and complexion products. Comparable to KIND on clean-beauty positioning and tinted skincare-makeup hybrids.

Broad incumbents

• Natura Cosméticos: Brazil's largest beauty company with extensive clean/sustainable lines (Natura, Avon, The Body Shop) and a massive direct-sales and retail network. Comparable to KIND as a clean-beauty Brazilian incumbent, but at vastly greater scale and channel breadth.
• Grupo Boticário: Major Brazilian beauty conglomerate with a deep portfolio across makeup, skincare, fragrance, and sun protection, sold through extensive retail and franchise networks. Comparable to KIND on Brazilian market presence across the same product categories.

Emerging players

• Rare Beauty: Celebrity-founded DTC color cosmetics brand with strong community and social-led growth. Comparable to KIND on direct-to-consumer model, community-led marketing, and lip/cheek color focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/kindbeautyandcare

Compliance3 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 KIND Beauty & Care