Kind, Defined

1 — Easy to understand.

2 — Scientifically-proven.

3 — Safe for daily routines.


Our formulas & ingredients are as

kind to your body as our packaging is to our planet.

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Kind is: Easy to understand

It's never been harder to make sense of the labels on everyday products — transparency shouldn't stop at an ingredients list. You deserve to know the "why" behind the ingredients that power your daily routine.

Select a product to learn about its ingredients.

Kind Ingredients

  • Aluminum-free, GMO-free, paraben-free, phthalate-free, gluten-free, and ethically-made.

  • Arrowroot Powder — A starch that softens your skin and absorbs moisture.

  • Baking Soda — Another name for Sodium Bicarbonate, this is a powerful antibacterial that helps prevent infections and target B.O.-causing bacteria. 

  • All Ingredients — Stearyl alcohol; Squalane; Arrowroot powder; Ethylhexyl Palmitate; Baking soda; Shea Butter; Hydrogenated Castor Oil; Lauric Acid; Tapioca Starch; Zinc Oxide; Sucrose Stearate; Azelaic Acid; Behentrimonium Methosulfate; Cetearyl Alcohol; Ethylhexylglycerin; Magnesium Hydroxide; Beeswax.

  • Learn more →

Ex — our deodorant is 40% more effective at killing BO-causing bacteria than other leading natural deodorants. Tested in an independent, certified lab.

Kind is: Scientifically-proven

We create high-performing formulas with purpose, backed by science.

Our process? We test extensively against category leaders in independent laboratory settings, and iterate until we outperform.

Then we go to work replicating laboratory results, irl. Only when real word results = lab results, do we call it "Kind."

Kind is: Safe for daily routines

We don't use ingredients that have been linked to harmful health effects, ever.

We have a bias towards plant-based, natural ingredients, though we understand these traits don't always mean "better" or "safer." We evaluate each ingredient in the context of its intended formula, keeping safety as our #1 priority.

You have one body and we have one planet. Let’s do better for both.