Kinde

Kinde is a quarterly subscription service for every kind of natural to receive care, knowledge, and empowerment. We are here to revolutionize the culture of black hair and create a space that allows us celebrate our kinks, curls, and coils.

The black hair industry is worth billions according to Mintel in 2018. However, it can also be really confusing. For a long time the industry heavily relied on relaxers and misinformation. Now, the focus is shifting towards natural hair, but still relies on the misinformation. Thanks to texture discrimination, our culture isn't immediately knowledgeable about our own hair, and brands are using this to slap the new "natural" label on the same harmful products. 

Kinde hopes to challenge this industry by informing our community and making natural hair easier to navigate.

HOW IT WORKS

Our service is about acknowledging and understanding the many different types of natural hair, and people with natural hair. Every three months we provide you with an assortment of well-vetted products curated to suit your needs. We also include:

But, the best thing about Kinde is that we expose you to a community of subscribers that are just like you when it comes to your hair lifestyle. You'll be able to teach, learn, and heal with people who really understand you.

It all starts with you answering a few questions that helps us understand the best way to take care of your hair. Our subscription consist of several different sub-subscriptions that we call "Editions". Each one represents a different group of subscribers based on their common needs. We consider everything from porosity to curl pattern, to environment in order to determine which of our editions best meets our customer's needs.

BREAKDOWN

Sheryl and her friends, Jaz and Amber can't wait to subscribe to Kinde. They each take the quiz and get their results. They are excited, but surprised to see that their subscriptions are different from each others.

Sheryl has 4c, low porosity hair. She also lives in a humid environment. Her subscription includes articles, products, content creators, and other goods that are relevant to her curl/porosity type. Like her, many subscribers in her edition indicate that they experience shedding and knots. Her subscription will include items for this as well.

Jaz also has 4c, low porosity hair, but mostly she wears box braids and other long term protective styles. She needs different tools and products to maintain her hair and styles. So, she'll be subscribed to a different edition.

Amber has no clue what her hair type is. She just went natural and a lot of her hair is still relaxed. Right now, she needs an edition that's for transitioning hair. However, later when she discovers her hair is high porosity 3c/4a, she'll be able to switch to a subscription that fits her.

OUR STORY

"I really did wake up like this because my parents never comb my hair." Karrueche Tran about Blue Ivy, age two.

Our community is in need of a service like Kinde. We are one of a kind, for our kind, and by our kind. Our mission is to encourage a healthier way of discovering our hair. Black women have dealt with centuries of having our hair criticized, politicized, and regulated. For so long we've been told that our hair must look a certain way and act certain way for it to be presentable. Too many of us don't even see our true texture until we've reached adulthood. Despite this, black women are going natural now more than ever. In fact, relaxer sales are at an all time low. 

But entering this new post-relaxer world can be very confusing. The average natural has to:

1. Figure out exactly what type of hair they have

2. Research which products are good for their hair

3. Pore through countless videos and reviews for the products

4. Thoroughly understand ingredients and formulations

5. Probably end up not liking the product anyway

And, on top of all of that, they have to study articles, videos, and social media content just for maintenance tips. This can be especially difficult when you're not sure what kind of content you should even be getting. 

Kinde aims to cut down on this confusion. We sort all of this information and content, and only give you what's relevant. Our message is that our hair is worth caring for. By providing our community with ease, comfort, and knowledge we hope to spread this message far and wide. 

WHY WE NEED YOU

We are building a brand new category from the ground up. You won't find another subscription service that provides care and knowledge tailored to you. I have spent over six years in the natural hair community/industry. In that time I've freelanced my advice, invested in my community, and I sold a few of my own formulations. I handmade products for three years under  and one thing my customers continuously ask about is when I will re-release and expand my hair care line. 

I'm taking my years of experience to Kinde because I truly believe in our mission. 

YOUR FUNDING WILL HELP:

• Supply our subscriptions with only clean beauty. There are a lot of products in the black hair industry, but it is estimated that around 75% of them are toxic. I want to access smaller brands, who provide quality, clean hair care, but also may need to charge a bit more for their wholesale.
• Build a team of like-minded individuals. Community is the most important aspect of Kinde. We'd like to be able to pay photographers, writers, and others with expert opinions.

And, of course. we will be using the funding for initial start-up cost, and to ensure that our service is as accessible and effective as possible.

SUMMARY

1. WHO WE ARE: A quarterly subscription service that provides natural hair products and hair maintenance information based on your specific kind of hair.
2. HOW IT WORKS: Based on the answers in your hair profile, we determine which of our editions is best for you. 
3. WHAT MAKES US DIFFERENT: While there are other curly hair subscription services, ours has different subscriptions based on hair attributes. Our service is also focused on providing relevant information like articles, content creators, and much more. 
4. WHY: Because no matter how our natural hair looks, acts, or how we choose to wear it, it deserves to be cared for with the same love and ease the hair industry has been giving other textures.