The brand was launched in June 2020 under its parent company, iNova Pharmaceuticals and currently sells six products, five in tablet and capsule format (Collagen+, Glow for hair/skin/nails, fish oil, magnesium and multivitamin) and one in powder format (Collagen Forte).
Kynd’s founder, Matthew Stenmark said the brand’s mission was to help people be kind to their bodies, kind to others and kind to the planet.
Its best-selling product is Collagen+, which Stenmark explained was popular mostly among women at this stage, but also some men in helping maintain general skin health.
All of Kynd’s products were developed over a 12-month period.
For Collagen+, its hydrolysed collagen is a combination of bovine and marine complex, providing 883mg of collagen peptides.
Its tablet product offered the convenience of having two forms of collagen in an easy to take tablet.
On the other hand, its Collagen Forte powdered supplement contains only marine collagen (2600mg). The powdered format was suitable for “people with pill fatigue, and there is the convenience of adding into water or smoothies and take it on-the-go.”
While Australia’s collagen supplement market is increasingly crowded, Stenmark hopes the social impact of Kynd’s business will make it stand out.
“We knew not everyone could afford healthy foods, so we decided to do something to help by creating an immunity product to be donated to Australians in need, such as the homeless.”
The immunity powder contains vitamin C and zinc to support the immune system and reduce tiredness and fatigue. The powder is not available commercially.
Kynd will be working with homeless shelters across Australia to facilitate the donations. Consumers will be able to trace where the donations are being made using a code on the Kynd product packaging.
Stenmark expressed: “You can make a positive impact not just on your skin, also on someone else.”
Kynd is also focusing on reducing the use of plastic in its packaging. Its supplements are stored in glass jars, with a bamboo cap. According to the company, glass can be recycled endlessly with no loss in quality, while bamboo is biodegradable in six months, compared to plastic’s 450 years.
Kynd’s products are available for purchase on its e-commerce site, Coles supermarkets and Blooms The Chemist across Australia.
There are plans to roll out in other pharmacies and grocery channels later this year.
The company is also eagerly looking for distribution opportunities internationally, specifically China and US.
Stenmark told NutraIngredients-Asia there were currently 15 products in development, of which six are expected to release in 2021.
“We are looking to extend our line further into the beauty from within category, multivitamins, as well as into the immunity space.”
Stenmark added that launching a new brand amid a pandemic proved challenging for its distribution. “There was no impact on our supply, but rather distribution was affected as we couldn’t ship nationwide, which was not only challenging for our core products, but for our immunity donation as well.”
The company sources its ingredients both locally and overseas. Its collagen tablets are made in Sydney, collagen powders in Queensland, and immunity products in Brisbane.