Move over, Seed, French Connection and Commonry, there’s a new kid on the Brandbank block – Allkinds.
Launched in late May, Allkinds is a new self-care brand focused solely on the tween market – youngsters aged between 8 and 12. With two stores in Sydney and one in Melbourne (plus a stunning website), Allkinds is set to disrupt the booming Aussie personal care & beauty market, which is estimated will be worth US$6.7 billion by 2025.
Allkinds’ products are gender-neutral, 100% vegan and made with “no gross stuff”, but that’s not to say that all ingredients are always completely natural. As the brand explains in its FAQs, “In some cases synthetic ingredients are actually cleaner, safer, more stable or better for the environment. In those instances, we choose synthetic and use the best of science with the best of nature.”
The Allkinds brand identity, from its bright colour palette to its friendly typefaces, crisp photography and fun tone of voice, is fresh, modern and inclusive. “Allkinds is a place where kids can feel unstoppably, uniquely, confidently themselves,” the brand has said in press releases, and it’s clear to see the offering is based on self-love and empowerment.
The Allkinds range is impressively large, with all kinds of body washes, scrubs, moisturisers, shampoos, conditioners, cleansers, accessories, styling tools and more.
Allkinds has brought an eco-friendly attitude to its stores, partnering up with Terracycle to make it easy for customers to have their used plastic packaging turned into all kinds of new things. On top of this, the brand also uses biodegradable materials wherever possible, including compostable packaging, fabrics and glitter. “We’re always trying to reduce our impact. We aren’t perfect, but we are always working towards better,” the business said.
Allkinds is a great concept, and it will be interesting to keep an eye on whether it takes off in a big way. The products look so good, there’s no reason adults couldn’t be tempted to try them too.