Making it Work
TanOrganic modified its identify to the Kind Brand Company after including VeganTan to its vary and has its sights set on the US market
TanOrganic, the self-tanning firm based by Noelle O’Connor, has rebranded and is concentrating on a US enlargement having added a new vegan product geared toward youthful clients.
Now often called the Kind Brand Company, it produces each TanOrganic and VeganTan merchandise. The rebranding has resulted in revenue development of practically 50 per cent this yr, O’Connor informed the Business Post.
The Kind Brand Company was integrated in 2021 following the launch of VeganTan, and has helped the corporate develop its gross sales each in Ireland and abroad, in accordance to O’Connor, who set the enterprise up in 2010.
The firm, which makes tanning oils and mousses for the face and physique, in addition to branded tanning mitts, secured each funding and invaluable publicity after O’Connor appeared on Dragons’ Den, the RTÉ collection.
From their early days, O’Connor’s merchandise gained plaudits for his or her dermatological worth. “That was one thing I used to be actually keen about, as a result of I’m very keen about pores and skin most cancers prevention,” she stated. “And I believed the substances we placed on our pores and skin needs to be natural.
“We had been all the time about being a skincare tan, reasonably than a purely beauty product. It’s the one tan you will note really helpful by dermatologists, and that’s crucial to us.”
The firm’s emphasis on practicality, in addition to pure substances, gained it a loyal buyer base which helped see it by the pandemic, O’Connor stated.
“We weren’t a nightclub tan, we had been an on a regular basis skincare tan. The extra you employ our merchandise, the higher your pores and skin shall be.”
With VeganTan, which retails its mousses, oils and mists at €12.99, O’Connor is concentrating on a youthful demographic, however the enterprise’s adherence to excessive requirements has remained the identical.
“The product is vegan – it’s not natural – so the substances gained’t be the identical, but it surely is moral,” she stated.
“All we did was change the identify of the corporate. It’s nonetheless the identical firm – it was simply to align what we do once we added the brand new VeganTan model.”
The Kind Brand, which has backing from Enterprise Ireland, presently employs ten folks and is actively recruiting new workers.
It sells by distributors throughout Europe, together with in France, Spain, Iceland and Switzerland, and is looking for to consolidate its place on the continent earlier than increasing throughout the Atlantic. “We’ve a big curiosity within the US, however we simply need to get Europe proper first,” O’Connor stated.
Despite that, the corporate has already held talks with among the greatest retailers in America, together with CVS and Ulta Beauty.
“We’re in all probability concentrating on 2023, or 2024, for that transfer,” she stated. “The US is a big market, so in fact it will likely be a recreation changer for us. For any model, you’ve acquired to break the US market – you’ve acquired to break it.”
The Kind Brand Company locations a vital emphasis on sustainability. With VeganTan, it participates in Plastic Neutral Programmes, which implies that for each bottle of tan it sells, the corporate will take away and recycle one pound of plastic waste from the ocean in Goa, India.
This Making it Work article is produced in partnership with Enterprise Ireland
https://www.businesspost.ie/post-plus/rebranding-is-kind-to-skincare-tan-firm-with-a-(*50*)-50-per-cent-revenue-boost/
