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Brief Published: 2 Aug 2017

‘Clean Beauty’ Ethos Inspires Home Cleaning Products

KINN's ‘Clean Beauty’ Ethos Inspires Home Cleaning Products

New organic lifestyle brand Kinn markets a range of non-toxic home cleaning products alongside its plant-based skincare offering, carrying its ‘Clean Beauty’ ethos across different lifestyle categories.

Co-founded by mother and daughter duo Marie Lavabre and Sophie Lavabre-Barrow, the British brand promotes a design-led, vegan and cruelty-free range for today’s clean-living values. Products include body wash, body lotion and bath oil, as well as washing-up liquid and kitchen and bathroom cleaner.

Endorsed with a Soil Association Cosmos certification, Kinn aligns itself with ingredient-conscious consumers, tapping into the recent boom in toxin awareness and natural beauty. Sales of organic health and beauty products increased by more than 20% in 2016, with the market now worth around £61.2m in the UK alone (Soil Association, 2017).

Kinn’s skincare products are focused around aromatherapy-based natural ingredients such as ylang ylang, tangerine and lavender, while synthetic chemicals, petrochemicals, parabens and sodium lauryl sulphate are avoided. The home range is equally as ‘clean’. Free from harsh chemicals, the biodegradable formulas contain natural cleaning agents such as sodium carbonate, coconut diethanolamide, and natural disinfectants lavender and rosemary.

With overlapping concepts and ingredients and contemporary, minimal packaging across both ranges, Kinn is redefining the typically brash offering of household cleaning products – bringing beauty and domestic products closer together. For more on new approaches to housework, see Cleaning Reinvented: Spring-Cleaning Innovation.

Applying credentials and inspirations from the beauty sector across a wider range of products and lifestyle categories is a developing trend. See Haircare’s Evolution: Learning from Skincare for more on borrowing from beauty.