is happening on display, all the time, from the awesome to the unknown. “Allkinds believes that nothing about a kid’s appearance is a problem or a flaw but empowers them to feel confident in their own skin just the way they are. We believe that the things that make you unique make you awesome.” The brand is also careful to be inclusive of all genders and does not market any products specifically towards girls or boys. “We don’t divide our stores into a girls’ and a boys’ section; we leave it up to kids to choose. There’s something for everyone, and we encourage all to have fun finding their favourites,” Gorman said.  According to Mintel’s Beauty & Personal Care Report, 80 per cent of tweens are using personal care products, but Gorman says very few ranges are developed specifically for that age group.   “Kids are looking for fun, safe, high-quality, well-formulated products that work,” she said. “We are offering an immersive and personalised brand experience — where they are encouraged to explore, discover, learn and make their own decisions — shop by colour, shop by fragrance, shop for their skin type or hair type,” Gorman said. “From what we are seeing in our stores, kids are absolutely loving the experience of deciding for themselves.” Allkinds also has a virtual shoppable store “to bring the excitement” to those who don’t live near a store. “No gross stuff” The range of Daily Essentials includes body creams and shower foams; Skin Support features skincare essentials for young skin; and Hair Helpers products are designed to manage all hair types. Like many brands in the personal care and beauty market, Allkinds is steering away from problematic ingredients such as sulphates, parabens, and petroleums. It has a strict “no gross stuff” policy. All the products are vegan and not tested on animals.  “Beauty, personal care and wellbeing industries are growing rapidly globally. Experiential beauty and wellbeing retail are key, consumer demand for clean ingredients continues to grow, and there is an increasing demand for environmentally and animal-friendly approaches. Allkinds is created with these values, which are as relevant to kids as they are to adults,” said Gorman. Sustainability is also a key element of the range, with the brand offering refills for its foaming handwash and more refillable products in the pipeline. Kids are also encouraged to bring back their empties to be upcycled or recycled through Terracycle. Since launching online in late March, Allkinds opened its first standalone store at Malvern Central in Victoria and a store at Westfield Miranda in New South Wales. The brand will also open a store at Westfield Bondi Junction in Sydney on May 13.  Gorman said the stores and e-commerce site had been built to be scalable and support growth. “We feel they both offer an exceptional brand experience and are thrilled with the response to both to date,” she said.  “Subscription service is also something we are exploring!”