2-3 Jun 2019
ICC SYDNEY, DARLING HARBOUR

Smelling Nice, Done KIND-LY

KIND-LY have created a 100% natural deodorant, made from only natural and organic ingredients, blended with essential oils and free from aluminium, parabens, alcohol and nasties. Enriched with probiotics and magnesium, their unique liquid roll-on formula is also vegan, cruelty-free and proudly Australian made. Their range also includes The Armpit Detox – a 7 day armpit mask designed to draw out impurities, clear skin and assist in the transition to natural deodorant.

KIND-LY officially opened for business the day of Naturally Good 2018 – with their website also going live for sales the same day, so it was certainly a jam-packed weekend for the new company!

“Naturally Good was our official launching pad for KIND-LY. We felt it was important to establish brand credibility from the beginning. Emailing distributors, retailers and buyers can only get you so far – nothing beats meeting face to face and for them to be able to see and experience your products on the spot”

“Exhibiting at Naturally Good really gave KIND-LY the kick-start it needed!” KIND-LY secured a national distributer on day one of opening, “What normally takes many, many months or even years of trading for most small brands, we were able to achieve in a weekend. Having the opportunity has fast-tracked our business and given us the crucial momentum that any new brand needs to succeed.”

Lisa Raciti, Founder of KIND-LY, also found Naturally Good to be a great forum to get instant feedback and test the new products with the very people who will be selling (and using) them. “It gave us great confidence to know that there was a need in the marketplace for KIND-LY.”

Letting their products do the talking, Lisa was extremely happy with the overwhelmingly positive response KIND-LY received from visitors, citing their unique branding and packaging as the one thing that stood out and people were commenting on.

“We were fortunate to have a number of distributors visit our stand, many of which expressed interest in wanting to distribute KIND-LY. We also had buyers from major health food stores, pharmacies, supermarkets, as well as the Australian and US buyer from an international department store chain”.

The entire KIND-LY range, including their 100% natural deodorants in five scents, as well as their Armpit Detox, was also displayed in the New Product Showcase. With raising their profile as a goal in exhibiting at the show, Lisa felt “it was important to still have a presence elsewhere to help build brand awareness and traffic to our stand”.

Having seen much success at the show, it certainly hasn’t stopped there for the new brand. “Since the expo, we secured national distribution in Australia with Unique Health Products and our KIND-LY 100% Natural Deodorant range which launched with them in August, followed by The Armpit Detox in September”. And since distributing with Unique Health Products, the brand is now being held in a whopping 200 stockists around Australia, and one New Zealand stockist.

“We’ve been locking in stockists around the country in the couple of months since Naturally Good and have been thrilled with the response from retailers and customers so far!“

“We were also excited to be the only Aussie brand featured by HuffPost Canada recently, as one of ‘10 Natural Deodorants That Actually Work!’”

KIND-LY has seen increasing brand awareness and word of mouth since Naturally Good, and have much more up their sleeve. “We absolutely loved Naturally Good! It was our first time exhibiting at a trade show and as such, we weren’t quite sure what to expect. It was a wonderful and worthwhile experience that we would highly recommend to other new brands!”

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