How Kindlife is Making Lifestyle Choices Easily Accessible and Achievable

Kindlife, a new-age beauty, and wellness ecosystem that houses plant-based, toxin-free, eco-conscious, or cruelty-free brands, aims to make better living easy. The brand is known for offering toxin-free, organic, plant-based, eco-conscious, cruelty-free, and vegan brands across beauty, nutrition, and wellness. 

“The pandemic was a catalyst for consumers around the world to make better choices and live a cleaner and more conscious life. That said, there was no player in the market making that lifestyle choice easily accessible and achievable. Kindlife was born to fill that very gap in the market. Our promise is simple - no toxins, no trash, and no trolls. Any move - big or small - on the well-being spectrum is a kind move and must be celebrated,” asserted Manasa Garemella, Co-founder, Kindlife.

“Kindlife is a curated platform that retails products across beauty, wellness, nutritional supplements, and home essentials that make better living easy. Our focus is not a single product, brand, or category, but instead on holistic better living. Products that feature on our platform are kind code approved which means they are either plant-based, organic, toxin-free, eco-conscious, or cruelty-free. We look at certifications, ingredient lists, and multiple other parameters to shortlist and feature products on our platform,” she further added.

The brand’s USP is deeply rooted in its ideology - “Everything on Kindlife is kind to you, others, and the environment”. Adopting a holistic approach, the brand empowers its customers to shop, learn, and share better. 

“We also offer a highly personalized experience through an integrated technology feature, which not only recommends products, but also informs about the content, creators, and experts whom customers can follow and learn from, based on their preferences,” she stated.

“Under the in-house brand labels, we retail our nutrition brand THAN, which is a plant-based, vegan, and 100 percent clean nuts offering complete nutritional value to the consumer. We have also launched 2BeKynd, our bath and body essentials brand. The 2BeKynd deodorant is a zero-percent aluminum fragrance line that is manufactured with plant-based alcohol and is eco-conscious and cruelty-free. It is a brand that is both kind to you and the planet. In the coming year, we are looking at adding new products under our existing brands as well as launching another brand that is kind at its core,” she further added.

Retail Strategy

Kindness is the brand’s superpower, and it has always aimed to keep that fluid. There is no one-size-fits-all formula and no room for judgment and guilt. It has adopted a fresh, rather refreshing, brand language that speaks directly to those who lead the charge of conscious consumption- Gen Z and young millennials.

“Going beyond a pure retail strategy, Kindlife has focused on building a community since its inception which includes partnerships with influencers and platforms aimed at driving awareness and creating a network that discovers and learns from one another. The community is a healthy mix of creators, experts like nutritionists, dermatologists, make-up artists, fitness experts, and customers, who all come together towards creating better ways of living according to their choices and preferences. Additionally, the brand also explores synergies and creates strategic online and offline partnerships that continue to drive customer awareness,” she asserted.

Technology is the Key

Technology is the core of business at Kindlife. For starters, every product and brand onboarded onto Kindlife goes through multiple levels of screening and is a highly curated process backed by technology where unkind ingredients are flagged off.

“The entire experience of Kindlife is powered and enhanced by technology. For example, ‘The Perfect Match’ feature allows customers to personalize their shopping and community experience based on their individual needs, preferences, and tastes. It not only recommends products to the customers addressing their concerns but also offers educational and engaging content, recommends personalized routines and usage guides that they can follow, and connects them to the experts in fields of their interest. In a nutshell, it is a holistic platform to discover, learn, share, and shop,” she said.

Expansion Strategy

The brand has an extensive expansion strategy in terms of both the length and depth of its offerings. Currently, Kindlife is catering to a portfolio of 500+ retail brands and as part of the expansion strategy, it is looking to increase the selection of brands across both homegrown and international labels. It is also looking at product category expansion and foraying into complementary categories that resonate with its brand philosophy of better living. 

“The community is growing monthly. The brand is working on aligning more strategic partnerships on online and offline channels to reach its customers to ensure they align with the brand’s vision and values,” she stated.

“Living by its philosophy to make better living easier which also includes accessibility, we offer international shipping and plan to expand the network of geographies in 2023. Our goal is to make Kindlife a global brand and we are looking at bringing on a plethora of more international and Indian brands across various categories for making it a truly global platform,” she further added.

The brand has recently turned one and within its first year, the website has registered traffic of over 1.5 million visitors monthly, a number that is growing steadily. 

“In 2023, we are looking to add more brands across categories, foray into complementary categories as well as strengthen our foothold through strategic partnerships,” concluded Garemella.