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Colebrooke Row, England, N1 8AA
  • Winner

    New Business Award 2020

High performing solid shampoo and conditioner bars. Made in the UK, we're vegan and free from plastic, soap, sulphates, silicones and parabens. All our products are made from natural ingredients and include active plant based extracts to gently treat specific hair needs. The range is unisex and being soap free means it is pH balanced, so actually works in hard water. Founded in 2019 by Sue Campbell, our mission is to disrupt the status quo and show how plastic free, soap free and cruelty free haircare can be a new normal. Kind to you. Kind to the planet.

Our products/services

Solid, plastic-free shampoo and conditioner

Story and ethos

Founded in 2019 by Sue Campbell, KIND2 is the story of wanting to make a difference. An Australian who made London her home, Sue has always loved travel and the great outdoors. Based in Hong Kong over the last eight years, her adventures ranged from weekend hikes and unwinding on beaches, to trekking in Laos and horse riding in Mongolia. Extraordinary and exciting as it was, her escapades bought her up close and personal with the overwhelming presence of plastic pollution … everywhere. The final catalyst came when her husband returned from a sailing race across the Pacific Ocean with tales of seeing more plastic than fish. Sue left her corporate career, returned to London and embarked on a mission to disrupt the status quo and show how plastic free, soap free and cruelty free haircare can be a new normal.

Traditional liquid shampoo and conditioners are at least 80% water, requiring bottles - usually plastic - and harsh chemicals to stabilise ingredients. Remove the water and neither plastic packaging nor stabilisers are necessary. Plastic free, soap free and cruelty free, our solid formulas reinvent shampoo and conditioner, creating a fundamental difference in how haircare is made and used:

Eliminating both plastic and water at source. Removing irritants in the form of sulphates, parabens and silicones. Soap free, so much closer to the natural pH of your scalp. Featuring premium ingredients with active plant-based extracts.Therapeutic benefits and unique fragrances from naturally derived essential oils.Not tested on animals or containing animal products. Made in the UK, supporting local industry and lowering our carbon footprint. Low waste - packaged in recycled cardboard. Great value for money; a KIND2 bar lasts for between 60 - 80 washes, two or three times as long as a 250 ml bottle. For her, for him, for everyone!


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