This week, we shine the spotlight on Lynda Chapman and Pia Dwyer, the entrepreneurs behind the cosmetics brand, the KIND Collective. Launched at the height of the COVID-19 lockdowns in 2020, the KIND Collective managed to make an impact in the beauty industry with its products that are both vegan and cruelty-free. In a short period, it has managed to widen its presence across the country and, most especially, achieve a B Corporation certification, the first Australian makeup brand to achieve such certification, which attests to its commitment towards sustainability.
ISB: What is the inspiration that led you to set up The KIND Collective?
LC and PD: After over 30 years in the beauty industry, we saw an opportunity to offer beauty lovers more than just makeup by creating a brand that reflects our personal mission to make the world a kinder place. We decided that, as a female-owned and run company, we wanted to create a brand that wasn’t just pretty but one that really gives a damn, with products that are kinder to the environment, are 100 per cent vegan and cruelty-free, and of course actually work!
ISB: Aside from the ingredients, what makes vegan-based cosmetics stand out from other types of cosmetics in the market?
PD: In today’s market, customers are demanding vegan formulations and it really can’t be ignored. Vegan-based cosmetics demonstrate our commitment to cruelty-free practices and offer a compassionate choice for consumers who prioritize ethical beauty. This is now an expectation from the customer, especially younger consumers, and brands need to go beyond this focusing on natural, plant-based ingredients, appealing to those seeking gentle, skin-friendly options. This emphasis on ethics, sustainability, and a cleaner ingredient profile distinguishes vegan cosmetics as a conscientious and forward-thinking choice.
ISB: In what way have your respective backgrounds helped in ensuring the growth of your business?
LC: We both have a true love of beauty and have been in the industry for over 30 years, and business partners since 2004. Pia is our creative director and has a background in creative strategy and product development, while Lynda leads and specialised in sales, and in a past life was a buyer in an Australian leading retailer.
ISB: Can you tell us more about how your business is giving back to women and the environment?
LC and PD: At The KIND Collective, our dedication to giving back drives everything we do. We are proud to be the first Australian makeup brand that is B Corp certified. It took two years in total but this accreditation signals to our team, our partners and our community that we meet the highest global standards of environmental and social performance, accountability, and transparency. Through partnerships with i=change charities, each online purchase directly supports initiatives empowering women and nurturing our environment. We’re deeply committed to causes that resonate with our ethos of kindness and sustainability. This extends to our business and sourcing practices, from bamboo packaging and using suppliers with zero waste practices.
ISB: How do you envision the KIND Collective’s growth in the next couple of years?
LC and PD: We’re continuing to establish KIND as a trusted Australian, women-owned beauty brand that offers more than just pretty makeup. We want to be the go-to for beauty consumers looking for active, nourishing, ethical and cutting-edge cosmetics. In the coming months, we will be launching over 50 new products with our retail partners Big W and Priceline. In the years to come we are up to the challenge to grow to be a global powerhouse, with that scale and volume we have big plans for what we can do in our social and environmental practices to make sure we give back to our community.
ISB: What has been the most important insight you’ve gained in this business journey that an aspiring entrepreneur should take to heart?
LC and PD: To be agile, prioritise and just go for it! Make sure to surround yourself with the right support network who will be able to mentor, encourage and challenge you. You don’t need to know all the answers, but you do need to know who to call on for advice and help. We are in the fortunate position of having many amazing opportunities for KIND, and it is only a matter of making sure we are clear on the vision and strategy for the brand moving forward. Having an empowered team, partners and suppliers really helps with this as we can’t be everywhere at the same time.
