Our Ethos

Keeping It Natural

At Kind Natured we believe in keeping it as natural as possible - just as nature intended. We have gone the extra mile to carefully develop formulations that meet a 97% natural promise and are a real pleasure to use.

Our expert formulators were instructed to stay well away from skin unfriendly synthetic ingredients and only use carefully picked therapeutic naturals and amazing aromas. The results - formulations that are divine and a pleasure to enjoy. Tah Dah!

Tested on humans

In March 2013, a new European Union (EU) law was fully implemented that made it illegal to sell animal-tested cosmetics in Europe. We are pleased to confirm that we comply with the law and do not test our products on animals, nor do we employ any third parties to do so as this would be breaking the law.

We are all about kindness and would not dream of hurting a fly. We believe in treating animals with humanity and love so none of our products are tested on animals, and all the ingredients we use are carefully selected to fully comply with a fixed cut-off date policy.

We test on our friends, our family and ourselves – never on animals. And when we are happy to have come up with the best formulations we send them to be independently safety assessed.

Kind Natured | Tested on People
Kind Natured | Vegetarian and Vegan Friendly

Vegan Friendly

All our formulations have been developed to be Vegetarian friendly and all products are now Vegan friendly.

Please Recycle

There’s plenty of facts out there on why recycling is important. And the good news is that it is not too difficult to make a difference. And what a difference we can make! At Kind Natured, we carefully consider our packaging choices to ensure the best is achieved for our products while minimising its impact upon the environment so all our bottles, tubes and cards are recyclable.

Kind Natured | Recycle Where Possible


Do your products contain sulphates?

Sulphates are generally used in a lot of soaps, shower gels and shampoos to create a rich foam but have been known to irritate sensitive skin. At Kind Natured, we try to avoid Sulphates where we can, mainly  sodium lauryl sulfate (SLS) and sodium laureth sulphate (SLES). We simply believe that synthetic foaming agents can easily be substituted for kinder, natural (or naturally-derived) alternatives.

Are your products free from parabens?

Parabens are a common form of preservative used in many cosmetic and pharmaceutical products. However in recent years, there has been a lot of controversy over the safety of them, so at Kind Natured we took the decision to avoid them altogether.

What about Petrochemicals?

Petrochemicals are ingredients derived from petroleum which have been associated with skin irritation and linked to inflammatory conditions such as Eczema, so we choose to avoid them altogether. And the good news is that we have found plenty of effective, safe and eco-friendly alternatives in nature.

Does the haircare range contain Silicone?

All our Shampoos and Conditioners are silicone free because we believe there are some pretty good alternatives around.

Do any products include MIT?

MIT (or methylisothiazolinone) is a powerful biocide and preservative that has long been used in a wide range of personal care products.  Over the years, it has been found guilty of triggering skin sensitivity for some and linked to an increase of in the incidence of allergic reaction such as dermatitis and eczema. MIT is now banned from being used in leave-on products in Europe and Canada.

What about Cocamide DEA?

Finger pointed as a 'nasty' ingredient by many in the recent years, Cocamide DEA which is used to thicken bath and shower gels, is on our list of nasties to avoid at all cost.

The basis of the chemical—coconut oil—seems innocent enough. But scientists tinkered with the ingredient, modifying it into an unnatural, toxic form resulting in California listing Cocamide DEA as a known carcinogen in 2012 under its Prop 65 law.

Do your products include Microbeads?

Microbeads are a big no no in our formulations.