Kinfield is an outdoors beauty and personal care brand meant for on-the-go consumers who value all-natural ingredients, uniquely positioning itself at the juncture of green products, healthy living and the experience economy

Looking back, it's remarkable that while almost every major industry has been adapting to a changing consumer base these past few years, the outdoors space has remained somewhat stable. There are ethical startups for clothes, personal care, produce and almost everything else under the sun. Meanwhile, bug spray has stayed pretty much the same.

But thanks to a new DTC brand, that's about to change. Kinfield, the brainchild of CEO and founder Nichole Powell, launches today with the intention of transforming the way we think about products meant for the great outdoors. The company is starting off with three products: mosquito repellent Golden Hour, after-sun mist Sunday Spray, and moisturizing balm Waterbalm.

Kate Rentz/Kinfield

“Kinfield was founded with the hope of creating a happier, healthier world by enabling us to spend more time in the great outdoors,” says Powell. “There’s an opportunity to create a new suite of products that are clean, effective, and part of a modern brand. When asking for product recommendations from friends, I heard over and over again that they felt guilty about using or were unhappy about using conventional products.”

To make an impact in the crowded personal care space, Kinfield's team plans to take stock of the market and focus first on genuine, in-person interactions. Once they build some momentum, they plan to launch even more brand-new products.

“When it comes to engaging our audience, there’s never been a better time to utilize the tools available to us,” says Zoe Taubman Coles, who leads social and community for the brand. “From the get-go, we plan to harness the power of social to create mini focus groups—engaging our community, listening to their feedback and using their input to create new products.”

Kinfield

It's a novel idea, and as customers become more environmentally and socially aware, Kinfield is uniquely positioned to use these trends to build a passionate customer base. The vegan and DEET-free line will only be available online at first, but a move to traditional retail could come in the future.

“Retail is a no-brainer when you consider our customer’s lifestyle—they’re on the go, with a busy life Monday through Friday and weekend plans to get to,” Powell says. “Kinfield is positioned at the intersection of two really interesting rising tides—a renewed consumer interest in clean and green products, and the rise of the experience economy.”

Kinfield


Lead image: Kate Rentz/Kinfield

Looking back, it's remarkable that while almost every major industry has been adapting to a changing consumer base these past few years, the outdoors space has remained somewhat stable. There are ethical startups for clothes, personal care, produce and almost everything else under the sun. Meanwhile, bug spray has stayed pretty much the same.

But thanks to a new DTC brand, that's about to change. Kinfield, the brainchild of CEO and founder Nichole Powell, launches today with the intention of transforming the way we think about products meant for the great outdoors. The company is starting off with three products: mosquito repellent Golden Hour, after-sun mist Sunday Spray, and moisturizing balm Waterbalm.