On September 7th, 2024, the heart of Melbourne's bustling Bourke Street Mall was the backdrop for the exciting launch of Kinside, the latest brand from the Essery family, founder of Lovekins. This was no ordinary event; it was a vibrant celebration of youth culture, innovation, and community, marked by the unveiling of Kinside's new skincare range crafted specifically for Gen Z and Gen Alpha. The launch not only introduced four standout skincare products but also embodied the spirit of a new generation determined to live authentically and responsibly.
A Partnership That Resonates: Kinside x Aussie Bro Squad
Kinside's launch event was elevated by its epic partnership with Australia's favorite teen entertainment group, Aussie Bro Squad. Known for their infectious energy, engaging dance moves, and positive approach to life, Aussie Bro Squad perfectly represents the Kinside ethos. This collaboration wasn't just a marketing ploy; it was a genuine alignment of values. Both Kinside and Aussie Bro Squad are committed to promoting a balanced approach to living—one that seamlessly blends social media presence with offline, real-world connections.
The group's presence at the launch was a key highlight. As they danced their way through the event, they not only entertained but also embodied Kinside's mission to inspire and support young people. With their Good Vibes and Good Energy, Aussie Bro Squad brought the crowd to life, connecting with attendees on a deeper level and reinforcing the importance of staying true to oneself.
Unveiling the Heroes: Kinside's New Skincare Line
At the heart of the event was the introduction of Kinside’s four new skincare heroes:
- Vibe Face Cleanser – A gentle, effective cleanser designed to keep skin fresh and glowing, perfect for young, active skin that needs daily care.
- Juicy Face Hydrator – A light, balancing moisturising hydrator that keeps skin supple and soft, packed with natural ingredients that nourish without overwhelming.
- Earth Exfoliating Mask – A transformative exfoliating mask that rejuvenates skin, providing a deep cleanse while maintaining the skin’s natural balance.
- Magic Blemish Serum – A targeted solution to tackle those unexpected breakouts, this serum is a must-have for teens dealing with the ups and downs of hormonal skin.
These products are more than just skincare items; they are a reflection of Kinside's commitment to creating solutions that resonate with today’s youth. Made from natural and organic ingredients, Kinside's formulations are gender-neutral and responsibly made, addressing the skincare needs of Gen Z and Gen Alpha without compromising on quality or environmental responsibility.
Sneak Peek: Sunshine Daily Defence SPF50+
In addition to unveiling these four skincare heroes, attendees were treated to an exclusive sneak peek of Kinside’s next big release: Sunshine Daily Defence SPF50+, set to launch in October 2024. This highly anticipated addition to the Kinside range promises to be a game-changer in skin wellness, offering broad-spectrum protection that keeps skin safe from harmful UV rays while nourishing it with skin-loving ingredients.
Sunshine Daily Defence SPF50+ is designed to be lightweight and non-greasy, making it the perfect everyday protective barrier cream + sunscreen for young, active individuals who want to protect their skin without feeling weighed down. This product reflects Kinside’s commitment to skin wellness, promoting healthy habits that keep skin looking and feeling its best, even in the harsh Australian sun. With the upcoming launch, Kinside continues to expand its offering, ensuring that young people have access to a complete, well-rounded skincare routine.
A Mission Rooted in Real-World Connection
The Kinside launch was not just about skincare—it was about fostering a community. With 200 attendees, the event was a testament to the growing desire among young people to connect with brands that reflect their values. In an age where digital interactions often dominate, the turnout was a powerful reminder of the importance of real-world experiences. It highlighted that for today’s youth, brand loyalty goes beyond products; it’s about community involvement, shared values, and authentic representation.
Aussie Bro Squad’s involvement was pivotal in drawing a crowd that went beyond skincare, but also in what Kinside represents. Their dance performances, combined with their advocacy for balanced, healthy living, resonated deeply with attendees, underscoring the launch’s theme: that self-care and community care go hand in hand.
The Impact of an Authentic Brand Experience
The launch event was meticulously designed to reflect Kinside’s brand philosophy: skincare is more than a routine—it’s a lifestyle. From interactive product demos, games and giveaways to engaging with brand representation, the experience was immersive, giving attendees a chance to truly understand the essence of Kinside. The event’s atmosphere was charged with excitement, yet it also had a warm, welcoming feel, drawing people in and making them feel part of something bigger.
Kinside’s approach to engaging Gen Z and Gen Alpha is unique in that it doesn’t rely on the typical high-gloss, heavily filtered aesthetics often seen in skincare marketing. Instead, it focuses on authenticity and relatability. This was evident throughout the launch; from the product packaging to the event’s design, everything was crafted to feel accessible and real.
Connecting With Generation Alpha: The Future of Skincare
Generation Alpha, the largest teenage group in history, is growing up in an era where self-care, environmental consciousness, and inclusivity are more than just buzzwords—they are expected norms. Kinside’s products and its partnership with Aussie Bro Squad are tailored to this audience, emphasising a balanced approach to skincare that is fun, effective, and eco-conscious.
Kinside’s launch is just the beginning of a journey to empower young people through education, community, and positive self-care. By promoting a lifestyle-first approach, Kinside aims to provide a supportive space where teens can explore skincare that not only meets their needs but also aligns with their values. This commitment to youth and community was palpable at the launch and will continue to drive Kinside as it grows.
A Glimpse Into the Future: What’s Next for Kinside?
Following the launch, Kinside is set to expand its reach both online and offline, continuing to foster a community that values authentic connections. Plans include further collaborations with influencers who embody the brand’s ethos, more in-person activations, and a focus on peer-driven education to ensure that young people are at the heart of everything Kinside does.
The successful launch at Priceline Bourke St Mall was more than just an introduction of new products—it was a statement. A statement that Kinside is here to redefine the skincare experience for today’s youth, with a commitment to integrity, community, and positive self-expression.
Kinside’s journey is just beginning, and with the support of partners like Aussie Bro Squad and the ever-growing community of teens who believe in what the brand stands for, the future looks brighter—and more inclusive—than ever.
Final Thoughts
Kinside's launch event was a celebration of what makes this brand special: a commitment to community, authenticity, and a balanced approach to skincare that speaks directly to the needs of Gen Z and Gen Alpha. As Kinside continues to grow, it remains dedicated to supporting young people through every phase of their journey, helping them live authentically and confidently in their own skin. The sneak peek of Sunshine Daily Defence SPF50+ signals Kinside’s ongoing dedication to providing innovative and responsible skincare solutions for the next generation.
