What Allkinds does

Allkinds Pty Ltd is an Australian proprietary company (ABN 67 981 149 157) that operates the "allkinds" brand of vegan, cruelty-free skin, hair, and self-care products explicitly formulated for Gen Alpha and Gen Z consumers with sensitive, developing skin. The portfolio spans Bath & Body (Whipped Shower Foam range, Jelly Wash, Hand & Body Cream, Hair & Body Mist), Skincare (Hydro Gel Cleanser, Melt Away Balm Cleanser, Cica Cloud Moisturiser, SPF 50+ Face Sunscreen Serum), Makeup (Lip Glows), Fragrance (Day Dreamer, Cloud Nine), and gift sets, with all formulas developed in-house by a qualified Cosmetic Chemist (Carla) using barrier-friendly ingredients and self-attested dermatologically tested, non-comedogenic claims. Products are made in Australia and packaged with paper, minimal, or recycled materials, with in-store TerraCycle recycling.

The business operates a multi-channel go-to-market: a direct-to-consumer e-commerce storefront (allkinds.com/au) with free shipping over AUD $60, click-and-collect, gift wrapping, and Afterpay; nine standalone concept stores across Victoria, New South Wales, Queensland, South Australia and the Australian Capital Territory (plus Adelaide and Brisbane Airport stores); shop-in-shop locations inside Myer and David Jones; and third-party online listings on Adore Beauty and The Iconic. Revenue is generated primarily through unit-priced retail and wholesale sales of physical product, supplemented by gift cards, an in-store Loyalty Club Card stamp program, and paid in-store events (AUD $25 per person, redeemable in store). The target customer spans Gen Alpha (~8–12), Gen Z teens (~13–18), and parents/gift-givers as the primary purchaser, with international shipping available subject to product restrictions.

Name

Allkinds

Legal name

Allkinds Pty Ltd Atf The Allkinds Trust (ABN - 67 981 149 157)

Website

https://allkinds.com

Company type

Private

Founded year

2021

Operating status

Operating

Short description

Allkinds is an Australian private beauty brand that develops and sells vegan, cruelty-free, made-in-Australia skin, hair, and self-care products formulated in-house for Gen Alpha and Gen Z consumers, distributed via DTC e-commerce, 9 standalone concept stores, department stores, and third-party online retailers.

Ownership category

akta.pro rank

Product category

Vegan Skincare and Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Sensitive Skin & Barrier Repair (CRABAAAG)

akta.pro secondary industry

Natural/Organic & Clean Skincare (CRABAAAH)

Keywords

• Vegan skincare products
• Cruelty-free cosmetics
• Gen alpha beauty
• Bath and body care
• Fragrance and gifting

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices12 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct e-commerce product sales: One-time retail sales of skin, hair, body, suncare, makeup, fragrance and gift sets via the allkinds.com/au online storefront, with free shipping over $60 and click-and-collect options.
2. Own retail store sales: Sales through standalone Allkinds concept stores across VIC, NSW, QLD, SA and ACT, plus stores inside Myer and David Jones; includes in-store only promotional mechanics such as the Loyalty Club Card stamp program and in-store events.
3. Gift cards and e-gift cards: Sells physical gift cards in-store and e-gift cards online at $25/$50/$75/$100/$200 denominations, redeemable online or in Allkinds Australian stores with no service fees or expiration.
4. Wholesale / third-party retail distribution: Products also distributed through Adore Beauty and The Iconic online, and inside Myer and David Jones department stores in Australia, generating wholesale/retailer revenue outside of direct channels.
5. Paid in-store events: Paid in-store experiences at $25 per person, redeemable in-store during the session; minor revenue stream that also drives footfall and product engagement.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels6 records

Core offering

Allkinds develops, formulates and sells its own vegan, cruelty-free and dermatologically tested skin, hair, body, sun, lip and fragrance products targeted at Gen Alpha and next-gen consumers, alongside gift sets, gift cards, gift wrapping, in-store loyalty rewards and paid in-store brand experiences. Products are made in Australia using skin-first, barrier-friendly formulations developed in-house by a Cosmetic Chemist, sold direct to consumers via the allkinds.com/au e-commerce site and 9 standalone Australian concept stores, and distributed through Myer, David Jones, Adore Beauty and The Iconic.

Product overview

Allkinds is a single unified brand offering a curated, multi-category skin, hair and self-care range targeted at the next generation (Gen Alpha) rather than a modular software platform. The portfolio spans Bath & Body (Whipped Shower Foam Range in scents such as Grape, Mango, Strawberry, Vanilla Glaze, Cookies & Cream, Tropical Coconut and Very Berry, plus Jelly Wash, Hand & Body Cream and Hair & Body Mist), Skincare (Hydro Gel Cleanser, Melt Away Balm Cleanser, Cica Cloud Moisturiser and the SPF 50+ Face Sunscreen Serum), Makeup (Lip Glows including Grape and Hot Chocolate), Fragrance (Day Dreamer and Cloud Nine perfumes participating in Layer & Save), and Suncare. These SKUs are sold both as standalone products and bundled into named gift sets such as The Essentials Set, The Ultimate Skin Set, Double The Clean Set, Overnight Glow Set, and the Grape Candy Ultimate Gift Set and Grape Candy Body Routine Set. Supporting services include the in-store Allkinds Loyalty Club Card stamp program, the E-Gift Card (denominations from $25 to $200), the Allkinds Gift Wrapping Service (Rainbow Box or Drawstring Bag), and an Australian retail footprint of standalone stores across VIC, NSW, QLD, SA and ACT, supplemented by distribution through Myer, David Jones, Adore Beauty and The Iconic.

Differentiator

Problem solved

Functional benefit

Brands

• Grape Candy: Scented bath, body and lip range (Whipped Shower Foam, Jelly Wash, Hair & Body Mist, Hand & Body Cream, Lip Glow, Body Routine Set, Ultimate Gift Set).
• Hot Chocolate Lip Glow
• Day Dreamer / Cloud Nine

Products and services

• Grape Candy Whipped Shower Foam 250g whipped shower foam that lathers into a cloud-soft foam with a juicy grape candy scent; pH balanced, dermatologically tested, vegan and cruelty-free, formulated for sensitive skin.
• Grape Candy Hand and Body Cream 100mL nourishing hand and body moisturiser enriched with Shea Butter, Sweet Almond Oil and Vitamin E, scented with juicy grape candy fragrance; absorbs quickly.
• Grape Candy Hair and Body Mist 85mL fruity candy-coated grape hair and body fragrance mist designed to be layered with the Grape Candy routine or worn solo.
• Grape Candy Jelly Wash Grape Candy-scented jelly wash body cleanser that is part of the Grape Candy collection, available as a standalone product and within the Grape Candy Body Routine Set.
• Grape Candy Ultimate Gift Set Bundled Grape Candy routine gift set including a 250g Whipped Shower Foam, 100mL Hand and Body Cream, 110mL Jelly Wash, 10mL Lip Glow and a quilted cosmetic bag.
• Grape Candy Body Routine Set Multi-piece Grape Candy body routine gift set combining the brand's signature whipped shower foam, body cream and related Grape Candy body items.
• Grape Lip Glow 10mL shimmering lip gloss in a juicy sweet grape candy scent; nourishing oils deliver glossy shine.
• Hot Chocolate Lip Glow Tinted nourishing lip gloss from the Lip Glow range with a cosy hot chocolate theme.
• Hydro Gel Cleanser 120mL hydrating gel cleanser powered by Glycerin, Castoryl Maleate and Squalane that lifts dirt and oil while preserving skin hydration; dermatologically tested.
• Melt Away Balm Cleanser 40g buttery-soft cleansing balm with 20% Glycerin, Shea Butter, Coconut Oil and Apricot Kernel Oil that melts away makeup, SPF and daily build-up without excessive rubbing.
• Cica Cloud Moisturiser Dewy daily moisturiser formulated with Centella Asiatica (Cica) and Squalane to soothe, balance and support the skin barrier; sold as a standalone SKU and within The Essentials Set, Overnight Glow Set and The Ultimate Skin Set.
• SPF 50+ Face Sunscreen Serum High-protection SPF 50+ facial sunscreen serum designed to feel like skincare; bundled in The Ultimate Skin Set.
• The Essentials Set Two-step daily skincare bundle pairing the Hydro Gel Cleanser with the Cica Cloud Moisturiser; dermatologically tested, suitable for sensitive skin, totally vegan.
• The Ultimate Skin Set Complete cleanse-moisturise-protect ritual bundle containing Hydro Gel Cleanser, Cica Cloud Moisturiser, SPF 50+ Face Sunscreen Serum and a collectable cosmetic bag.
• Double The Clean Set Double-cleanse duo bundling the Melt Away Balm Cleanser with the Hydro Gel Cleanser for a two-step morning or evening routine.
• Overnight Glow Set Travel-friendly overnight skincare bundle pairing the Hydro Gel Cleanser and Cica Cloud Moisturiser with a plush headband and a cosmetic bag.
• Day Dreamer Perfume Eligible full-price Day Dreamer perfume sold as part of Allkinds' Layer & Save bundle promotion, paired with a matching body butter to save $10.
• Cloud Nine Perfume Eligible full-price Cloud Nine perfume participating in Allkinds' Layer & Save promotion, paired with a matching body butter to save $10.
• Whipped Shower Foam Range Aerosol-style whipped shower foam range offered in multiple scents including Grape, Mango, Strawberry, Vanilla Glaze, Cookies & Cream, Tropical Coconut (Hey Vacay), Very Berry (Sweet Talk) and Watermelon; pH balanced and dermatologically tested.
• Allkinds E-Gift Card Digital Allkinds gift card redeemable online at allkinds.com or in Australian Allkinds retail stores, available in $25, $50, $75, $100 and $200 denominations and three designs (Brand, Birthday, Thank you).
• Allkinds Loyalty Club Card In-store loyalty program where members earn one stamp per $30 spent across six stamp spaces; completing the card unlocks a complimentary Allkinds gift at participating concept stores (online, Myer and David Jones transactions excluded).
• Allkinds Gift Wrapping Service Opt-in warehouse fulfillment service that wraps online orders in an Allkinds Rainbow Box or Drawstring Bag (Mega Gift Sets, Mini Gift Sets, Allkinds of Gift Sets and Cushions use the Drawstring Bag); available in classic and festive season variants.

Quantifiable outcome

• 10% off first order offered via email signup
• +3 more outcomes

Segments4 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

Nine partnerships are on record, tiered core and minor.

• TerraCyclecoreStrategic or Co-development PartnerAllkinds runs TerraCycle Zero Waste Box recycling in its standalone concept stores, teaching kids that recycling can be fun while turning used plastic into useful things. The partnership supports Allkinds' "Always Improving" sustainability messaging and conscious-ingredients / reduced-footprint positioning.
• MyercoreChannel Partner/ Reseller/ DistributorAllkinds operates branded locations inside Myer department stores in Australia; Myer-hosted Allkinds locations are explicitly excluded from the in-store Loyalty Club Card stamp program, indicating a concession/retail-bazaar style partnership.
• David JonescoreChannel Partner/ Reseller/ DistributorAllkinds operates branded locations inside David Jones department stores in Australia; David Jones-hosted Allkinds locations are also excluded from the in-store Loyalty Club Card stamp program.
• Adore BeautycoreChannel Partner/ Reseller/ DistributorAllkinds products are listed on Adore Beauty for online distribution in Australia; Adore Beauty transactions are excluded from the in-store Loyalty Club Card stamp program.
• The IconiccoreChannel Partner/ Reseller/ DistributorAllkinds products are listed on The Iconic for online distribution in Australia; The Iconic transactions are excluded from the in-store Loyalty Club Card stamp program.
• Australia PostcoreImplementation/ SI/ Consulting PartnerAustralia Post is Allkinds' primary shipping carrier for domestic deliveries and online returns; returns are fulfilled through Australia Post's "return.auspost.com.au/ALLKINDS" service, and tracking is via MyPost / AusPost links provided on the Contact Us page.
• DHL InternationalminorImplementation/ SI/ Consulting PartnerDHL is used by Allkinds for international order delivery and tracking (mydhli.com/au-en/home/tracking.html).
• AfterpayminorGTM or Marketing PartnerAfterpay is offered as a buy-now-pay-later payment method on Allkinds Online; returns policy explicitly covers Afterpay purchases with refunds back to the respective Afterpay account.
• Westfield (Scentre Group) shopping centrescoreChannel Partner/ Reseller/ DistributorAllkinds leases tenancies inside Westfield-branded shopping centres including Westfield Bondi (NSW), Westfield Miranda (NSW), Westfield Doncaster (VIC), Chadstone Shopping Centre (VIC), Highpoint (VIC), Melbourne Central (VIC), Robina Town Centre (QLD), Burnside Village (SA) and Canberra Centre (ACT).

Scale indicators5 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Glossier: Iconic direct-to-consumer beauty brand with a Gen Z / millennial core consumer. Comparable to Allkinds as a digitally native, brand-led beauty company with strong owned-retail and product-narrative marketing; Glossier does not target children or sensitive skin.
• Drunk Elephant: Clean, biocompatible skincare brand focused on barrier health, sensitive skin and avoidance of harsh 'suspicious' ingredients - now owned by Shiseido. Comparable to Allkinds on formulation philosophy (skin-first, barrier-supportive, no harsh actives) and dermatologically tested positioning, but serves an adult consumer.
• Lush: Vegan, cruelty-free bath, body and skincare brand with a strong experiential retail model and anti-cosmetic-chemical positioning. Comparable to Allkinds on vegan/cruelty-free credentials, fun product design, and physical-retail-led GTM; Lush operates at much larger scale and globally.
• The Body Shop: Global vegan, cruelty-free beauty and body care brand with a strong ethical/sustainability positioning. Comparable to Allkinds on its vegan/cruelty-free credentials and ethical-ingredient stance, but operates as a broad incumbent across many categories and age groups.

Emerging players

• Byoma: Emerging barrier-repair skincare brand built around ceramides, niacinamide and gentle formulations for sensitive skin. Comparable to Allkinds on barrier-friendly, sensitive-skin skincare positioning, though Byoma targets adult consumers and is DTC-led.
• Kosas: Clean, dermatologist-tested colour and skincare brand positioned around skin-friendly formulations. Comparable to Allkinds on its clean / dermatologist-tested / non-comedogenic claims, though Kosas targets an adult Gen Z / millennial audience and is colour-cosmetics-led.
• Vacation: Playful, nostalgia-driven sunscreen and skincare brand with strong DTC and retail (Sephora, Mecca) presence. Comparable to Allkinds on fun, scent-first, expressive product design and SPF 50+ sun protection; Vacation serves an adult and family audience.

Direct peers

• Bubble: US-based Gen Alpha / tween skincare brand selling gentle, dermatologically tested cleansers, moisturisers, masks and lip products via DTC and Sephora. Directly comparable to Allkinds in target customer (tweens/teens), product positioning (gentle, barrier-friendly, fun packaging) and go-to-market (DTC-led, then retail expansion).

Regional players

• MECCA Brands: Australian multi-brand beauty retailer and house-of-brands operator (also a seller of Allkinds-adjacent indie and global brands). Comparable as a premium Australian omni-channel beauty ecosystem in which Allkinds competes for shelf space and consumer attention; not a like-for-like brand peer but a structural reference point.
• Frank Body: Australian-born, direct-to-consumer body and skincare brand known for fun, scrub-led formulations. Comparable to Allkinds as an Australian indie beauty brand with a playful brand voice and DTC + retail omni-channel strategy, though Frank Body skews to adult consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/allkinds

Compliance5 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 Allkinds