Our story

Care, designed differently.

KIND2 exists because the products we use most often matter more than we realise.

What touches our hair, skin, and bodies every day has a cumulative impact on how we feel, and yet so many of those products are diluted, over-packaged, and designed for convenience rather than care.

We believed there was a better way.

Why?

KIND2 is led by Caner Veli, a founder shaped by experience, and by frustration. After building and scaling Liquiproof into a globally recognised sustainable fashion care brand, Caner saw the same pattern repeating across industries: products designed to look good on the surface, built for scale and profit, but rarely for long-term performance or care. Haircare felt no different. Too much dilution. Too many shortcuts. Too little respect for the person using it.

He acquired KIND2 to meet that unmet desire - to apply the same principles of durability, integrity, and thoughtful design to personal care. Not louder. Not trend-led. Just better built.

KIND2 exists to prove that when products are designed properly, sustainability isn’t a compromise. It’s the natural outcome.

Sue Campbell Founder KIND2

Where it began

KIND2 was founded in 2019 by Sue Campbell, an Australian who made London her home.

Sue’s love of travel and the outdoors took her across continents - from hiking and beach days in Hong Kong, to trekking in Laos and horse riding in Mongolia. Those experiences were extraordinary, but they also brought an unavoidable reality into view: plastic pollution was everywhere, even in the most remote places.

The turning point came when her husband returned from a sailing race across the Pacific Ocean, describing stretches of water where plastic was more visible than marine life.

It was a moment that stayed.

A simple question

What if everyday care didn’t rely on disposable plastic at all?

And what if removing it led to better products, not compromises?

Sue left her corporate career and returned to London with a clear intention - to challenge the way haircare was made, packaged, and used.

KIND2 began as a belief that plastic-free haircare could be the new normal.

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