Kindred Black Makes a Gorgeous Case for Slow Beauty

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As the rising generations concern themselves with the planet’s sustainability crisis, a consciousness-cultivating mentality is being embraced in innovative ways, such as mindful shopping. Similar waves are being made in the “slow beauty” movement, which is the governing principle behind Kindred Black, the luxury brand co-founded by Alice Kindred Wells and Jennifer Black Francis. Fueled by the ethos “love for our mother,” Kindred Black is about stepping away from the dizzying, consumerist status quo.

“Our slow beauty practiced at Kindred Black is a different way of looking at consumption and beauty—it’s the antithesis of beauty ‘hauls’ and a medicine cabinet packed full of half-used bottles,” says Francis. Wells adds: “We always focus on quality and connection over convenience and trend.”

As slow fashion arose in opposition to the unsustainable fast fashion cycle, slow beauty is the beauty industry’s counterpart. Philosophically, the movement aims to insert consciousness into every element of beauty itself, in order to forge a healthier ecosystem of planet, industry, and consumer. How this plays out comes down to the business model and brand identity—on both fronts, Kindred Black is a fascinating case study.

In 2015, Wells and Francis set out to create a business model that “felt in line with our environmental goals” while still honoring their former careers in fashion and art. They let their enthusiasm dictate what Kindred Black launches, rather than forecasting market trends and scouring analytics.

“The line is small-batch because we won’t harm the ecosystem to overharvest plants for ingredients, and we source from people that share this philosophy, whether we are getting pens for the office or re-creating our packaging,” Francis says. “Reducing the footprint of the business comes first.”

On the macro level, this means changing business practices for ethical issues like the industry’s waste problem. Today, the plastic-free Kindred Black introduced a sustainable refill program. As this next leg of the brand’s sustainability journey unfolds, aluminum refills will be available for 75 percent of its offerings, and eventually the entire collection.

While these aluminum refills will save customers roughly 30 percent on those products, they will also help to shift shoppers’ mindset. “We want our customers to feel connected to every item they buy from us and know that every single element has been considered for them, from knowing the story behind how a perfume was created to the history of a certain ingredient,” Wells says.

At the core of the brand is the desire to champion the intrinsic value of that which is fleeting and unique. It’s as if Kindred Black is saying we have one planet, just as we have one body—the point being to care for our planet and bodies, to preserve them, and not to get caught up in the big lie that anything can be replaced.

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This brings a new level of depth to what is most visually striking about Kindred Black: Each of the brand’s formulas is housed in a one-of-a-kind, handblown glass vessel, sealed with wax. With the refill program, the founders are ensuring that these works of art will remain on your vanity, and part of your beauty rituals, for the long haul.

“This was intentional,” Francis says of the poetic synastry between planet, body, and vessel. “Everything needs to be connected for us to minimize our effects on the planet.” Wells elaborates: “We are a consumer society and not about to stop shopping completely. But being more mindful of what we’re taking in and a better connection to those items could really help us cut down on waste.” To be fair, all it takes is one glance at the jars to realize that they are art, and to toss them in the garbage would be a tragedy.

Along with the launch of the refill program, the brand is also revamping its packaging. Consistent with the nostalgic aura, Kindred Black’s new signature-inspired logo was inspired by the Old World apothecary. The paper that makes up the brand’s packaging is FSC-certified and free of acids, heavy metals, and elemental chlorine. Each unboxing could reveal one of its best-selling lip and cheek pigments, a hybrid plum face oil sourced from France, or even an aphrodisiac balm that blurs the boundaries between.

Within the slow beauty counter-movement, Kindred Black has created a brand identity that somehow feels dreamy yet also grounded. Together, Wells and Black are introducing a new form of holistic beauty, one that extends beyond the skin and into the different domains of life, simultaneously anointing the body, adorning the home, and honoring the planet.

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