KIND Collective’s Woolworths launch marks a major step in the supermarket’s evolving beauty strategy, as shoppers increasingly seek accessible beauty that fits seamlessly into their everyday routine.
With consumers looking for affordable as well as ethical products, KIND Collective’s national expansion provides a growth opportunity for the category.
“Our research confirms that beauty brands need to be ethical, sustainable and effective,” says co-founder and CEO Lynda Chapman.
“This is especially true among younger Australians and parents of young children, where kindness isn’t just a value—it’s a business imperative.”
Indeed, research from KIND Collective shows that kindness is no longer just a personal value—it’s a consumer expectation, with most Australians preferring brands that demonstrate care for people, animals and the planet.
“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,” she adds.
“We believe beauty should be empowering, inclusive and kind—to people, animals and the planet. We’re here to prove that you can expect more from your everyday routine—more authenticity, more effectiveness and more care.”
Offering products that can be both ethical and affordable, Chapman notes that every product in its curated Woolworths range is designed to enhance your natural glow and turn everyday makeup into a moment of kindness—all at an accessible price.
“With products priced between $5 and $16, we’re bringing a smarter kind of beauty to the Woolworths shopper. This range proves makeup can be high-performing and affordable, combining multi-purpose innovation with a values-led approach that genuinely connects with modern shoppers.”
The collection is available now nation-wide.
