A challenger brand, taking on the feminine care market, has signed its biggest retail deal to date with a high street exclusive secured in Boots. KIND Organic®, the UK’s first organic range of clinically proven non-irritating sanitary protection, will be listed in 444 stores across the UK and Ireland from September.
Already stocked on Ocado, the first high street listing is anticipated to make KIND Organic® the leading organic brand in feminine care by the end of this year.
Research from Mintel (2014), found that half of women in the UK are concerned about the impact of chemicals in toiletries on their health, and almost a third (28%) are interested in sensitive skin sanitary protection. This has led to the use of organic cotton in femcare products to increase from 1% to 7%, in Europe, between 2012 and 2015.
Kate Bache, Founder and CEO of KIND Organic®, says:
“With many mainstream toiletries containing perfumes, artificial ingredients and plastics, KIND Organic® has set a mission to make natural alternatives, in the feminine care market, more accessible.”
Founded by women, for women, KIND Organic® has developed products that are certified by the Global Organic Textile Standard, in a direct response to the growing interest in more natural products.
“We believe women should have better access to feminine care products which are designed to be kind to skin. Our products offer that with ‘Smart-Weave’ design technology which absorbs and disperses moisture away from the skin, to ensure effective protection and long-lasting comfort.
“If the interest in more natural alternatives continues, we expect more than 12% of consumers to be using organic femcare products by 2018 so this is an exciting time for the industry.
“The partnership with Boots is a huge step forward in achieving our mission and we’re very excited at what the future has in store.”
KIND Organic® products are made with pure organic cotton and come with the promise of no artificial absorbents or perfumes, so that they are not only kind to skin but also kind to the environment.
In the exclusive partnership with Boots, the retailer will stock six lines. The full KIND Organic® range includes applicator tampons, non-applicator tampons, ultra thin liners, day pads with wings and night pads with wings.
Zara Hussain, Assistant Buying Manager at Boots, says:
“You only have to walk down any high street or supermarket aisle to see that the number of organic and natural alternatives is growing; and the trend is stretching across a broad range of product categories.
“We’re excited to be the exclusive high street stockist for KIND Organic® and provide our shoppers with more choice in feminine care.”
“We are delighted to be partnering with Boots, especially as this month is National Organic Month. We are seeing interest from highly informed consumers, eager to change habits when it comes to such an intimate product and we believe this interest will continue to grow.
“The consumer research and findings in this market demonstrate that the popularity of organic personal care products is not just a trend – it’s a real life choice that consumers are keen to actively make. We’re excited to be part of this growth and to be taking Boots on the journey with us.”
Six product lines from KIND Organic® will be in Boots stores across the UK and Europe from September, starting from £2.99 and €4.49.