KIND Collective, a women-led Australian beauty brand with B Corp certification, is rolling out across 950 Woolworths stores nationwide.
Its products include the Luminous Touch Cream Contour and the Seal the Deal Setting Spray, Skin Saviour Foundation SPF50, and the Smooth Grip Primer.
The brand boasts of its multi-use products at accessible price points that align with the expectations of conscious shoppers.
“This isn’t just another makeup brand. Every product in our curated Woolworths range is designed to enhance your natural glow and turn everyday makeup into a moment of kindness – all at an accessible price,” said Lynda Chapman, Co-Founder and CEO of KIND Collective.
“With products priced between $5 and $16, we’re bringing a smarter kind of beauty to the Woolworths shopper.”
According to research from the brand, kindness has shifted from a personal value to a consumer expectation, with the majority of Australians choosing brands that care about people, animals, and the environment.
“Our research confirms that beauty brands need to be ethical, sustainable, and effective. This is especially true among younger Australians and parents of young children, where kindness isn’t just a value – it’s a business imperative,” said the company.
“At KIND, we believe beauty can be a force for good. Australians are rewarding brands that reflect their values, with insights revealing that two in three Australians believe kindness influences where they spend. Our customers aren’t just buying makeup – they’re helping build a community grounded in empathy, respect, and care. That’s the kind of loyalty that lasts.”
The KIND Collective range will be available in Woolworths stores across Australia and online starting in November, featuring a complete selection of ethical, vegan beauty items.