For us, thoughtful beauty means creating products that earn their place in your makeup bag.

We bring together performance, natural botanicals and skincare-inspired ingredients where they make sense, because an ingredient isn’t better just because it’s natural, and synthetic doesn’t automatically mean bad.

We like beauty that works hard too. Multi-purpose products, buildable formulas and everyday essentials you can use your way, all at prices designed to keep great beauty accessible.

Easy to use. Easy to love. No complicated rules required.

KIND was founded in Australia, in 2021 by Pia Dwyer and Lynda Chapman.

Today, women continue to lead and shape the business across our team. That perspective influences the products we create, the community we’re building and our belief that beauty can be a positive force beyond the makeup bag.

From supporting women and communities through our charity partners, to creating a brand where kindness has a real role to play, giving back has been part of KIND from the beginning.

KIND is a certified B Corporation, joining a global community of businesses using business as a force for good.

Our certification reflects the standards we hold ourselves to - across people, community, customers, governance, and the environment.

We’ve also been 100% vegan and cruelty-free from day one and are proudly PETA accredited.

From everyday complexion to lip, cheek and eye essentials, KIND is made for getting ready your way. Explore our Best Sellers, Australian-made products and the latest arrivals from KIND.