Ethical decisions made easy: The inspiration behind KIND2

If making ethical decisions was easy, wouldn’t we all be doing it? The inspiration behind the KIND2 brand began with this simple question.

The story behind the brand

The story behind KIND2 is set way back in the early 80s. However, this wasn’t clear to me until recently, when I gave my mum a call...

I was ringing because it was her birthday. She’s in Australia and I’m in London, so visiting wasn’t a possibility.

We were just chatting about KIND2 and she asked me how things were going. Then came that moment when you realise your parents were so ahead of their time and absolute rock stars in their own quiet way.

We talked about how she and my dad recycled in the early 80’s, when it wasn’t really a thing. My mum always took her string bags to the fruit & vegetable shop. It provoked quizzical looks from the other customers, but she persevered. “No plastic bags for us!” 

My family in Hobart, 1970s

What inspired me to create KIND2

The inspiration behind this brand is to make it easier for people to make ethical decisions.

It wasn’t until later in life, during a casual chat with my mum, that I realised when the seed was planted. Still, I’ve always been inspired by reading about people who are making a difference.

It could be hearing about someone adopting a zero waste lifestyle, The Ocean Cleanup tackling the Great Pacific Garbage Patch or the Ellen MacArthur Foundation championing innovation and challenging our economic models. It all inspires me to inspire others to live more sustainably.

Making the ethical choice the easy option

Reducing the impact of our lifestyle simply means making conscious choices about what we buy and how we live.

It seems to me that more and more people want to make decisions that are positive, sustainable and ethical. Yet, there often aren’t enough eco options available. If they do exist but are more difficult, too expensive, or less convenient then where’s the incentive?

The inspiration behind KIND2 is all about making it an easy decision to ditch those plastic bottles of shampoo and conditioner.

Opting instead for a solid shampoo bar is one conscious choice it could not be simpler to make.

Want to know why it’s such a sustainable option? Here are 5 reasons why it’s better than bottled shampoo.

Interested to learn more about how KIND2 came to be? This is what it takes to create a plastic free beauty brand.

Lastly, if you want to make one ethical decision today, head over to the KIND2 shop.

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★ Reviews

Customer Reviews

372 reviews
My hair loves it but the shampoo does not last long at all

There is so minimal leather that it takes absolutely ages to wash my hair biu my hair/ scalp has never liked anything this much since I’m alive!

Still assessing

Seems a lovely product but I may need to give it more time. My hair is coloured and we have hard water but at the moment my hair feels and looks like straw!! 😂 I will persevere, fingers crossed!!

Jane, thanks for your review. It can take a few washes for your hair to get used to a different product, but it shouldn't feel like straw either ... most people say their hair feels softer. Bars are concentrated and it can take a while to get the technique/ right amount working well - could be that you using too much (it's a pretty common challenge). We'll be in touch via email to see if we can help.

Sensitive shampoo bar

Cleans hair very well,leaves hair soft and no irradiation on scalp

Keith, thanks for leaving us a review - great to know your hair and scalp feel good

Great product

Have been using this for some time now and love it, won’t go back to liquid shampoo. Easy to use and leaves my hair feeling clean but without the build up you get with some bar shampoos. Hair doesn’t get greasy in between washes but equally if you are washing frequently it works well. Would recommend

Jade, thank you for your review - great to know we've converted you to solid shampoo - think of all those plastic bottles you've saved

After lifetime of searching

Best shampoo for my hair and scalp I have ever used

Stephen, really appreciate your review and so happy to hear it's the best you've used!