What does it take to create a plastic free beauty brand? Listen to KIND2's story

So much goes into creating a plastic free beauty brand. 

Are you intrigued to learn how KIND2 came to be? Or do you have aspirations to create your own ethical business?

Earlier this year I was fortunate enough to be interviewed by the lovely Andrea Fox. We spoke all about what it takes to build a strong, sustainable brand from the ground up and the challenges along the way.

Hear how KIND2 was created

Andrea hosts The Age Of Plastic Podcast and she invited me on to speak about how and why I created KIND2.

Sue Campbell KIND2

In the episode: ‘What does it take to create a plastic free beauty brand?’ we dive into my story.

It was seeing so much plastic pollution on beaches that made me think “we can’t go on like this”. It pushed me to actually take action and begin building KIND2.

Andrea and I speak about everything that followed from there. We discuss the process of moving from idea and research to formulation, production and eventually to launch.

Does a littered shoreline get under your skin too? Using a plastic free solid shampoo is a great way to cut more single use plastic out of your life. This is why KIND2’s products are especially sustainable.

Why did I choose the hair care industry?

I also speak to Andrea about why I opted to start with building a hair care brand.

We cover all the motivating factors, like how soap based shampoo bars don’t really work in hard water. Spoiler alert ... it’s actually because soap is alkaline and has a high pH. If you’d like to learn more about why this will dry out your hair and scalp, you’ll have to listen to my conversation with Andrea! Or, you can find more information about it in our blog post on pH balanced shampoo and conditioner.

There were other elements that played into why I opted to create a plastic free solid shampoo brand too. Our top 5 reasons why we think you should switch to using a shampoo bar will give you some insights.

The movement behind the brand

"Ultimately, I want plastic free products to become mainstream. I clearly understand that it’s not just me that’s going to do that but if you are part of that movement then you are supporting that change and maybe inspiring more people to change."

Listen to the full story

If you’re feeling curious and inspired to hear more about what it takes to build a plastic free beauty brand, you can listen to the full podcast episode.

If you’d like to know more about KIND2, be sure to check out our story. If it’s convinced you to try more plastic free beauty products, then visit the KIND2 shop to pick up your first solid shampoo bar.

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★ Reviews

Customer Reviews

340 reviews
Great Conditioner!

I love this bar! It leaves my hair tangle free and so soft! I was super impressed the first time I used this as I thought it wouldn't do much for my thick hair, but I was wrong it really is a fab conditioner and you don't need much at all. Hence the bar seems to go on forever, great value for money!

Great for Itchy Scalp!

I was always a bit sceptical about shampoo bars but once I tried Kind2 I'm sceptical no more! I have an itchy scalp which gets irritated very easily so I have to be careful what I use. The Sensitive one is very gentle and perfume free so it doesn't upset my scalp and the bar lasts for ages! Added bonus is that because it doesn't contain any nasties it doesn't strip coloured hair either. It leaves hair soft and shiny to the point where my neighbour commented how shiny my hair was the other day and seeing as I haven't been to the hairdresser since December that's pretty impressive!

Simply just the best shampoo bar on the market!

This is my third purchase of this shampoo bar - and I totally LOVE IT! I have long, think hair and have struggled to find "the one" that works for me. And now I have. It makes my hair feel so much more healthier. As I struggle with a very sensitive scalp the natural ingredients make a real difference, sulphate free is the way to go. Am sure you can tell, this shampoo bar comes highly recommended from me :-)


I just love this company, their commitment to the planet and to people. I am adjusting to the shampoo. I cannot get any lather. The conditioner, it feels like I haven't done anything. But, my hair looks and feels great afterwards. So I'm sticking with it

Love it!

To be fair, I have only used the shampoo and conditioner bars a few times. I can already see a feel a difference. My hair has become a bit thin on top and I’m now having to deal with it frizzing terribly. Since using these bars, I have had no frizzing and my hair feels thicker. Now I know that it hasn’t miraculously thickened but it looks and feels that way. I’m hoping that with regular use, my hair will start growing again where there are thin patches, but time will tell. I am really happy with these bars and will continue to buy them. Don’t expect lather because there isn’t any, but my hair feels cleaner than when I’ve used regular shampoo. Love it!