523 Christin Powell: Co-Founder & CEO of Kinship

Retail Strategy

Kinship initially launched as a digital-first brand, targeting a young audience accustomed to online shopping. Christin Powell and her co-founder quickly realized the limitations of this approach, especially with rising acquisition costs and the tactile nature of skincare products 1. They pivoted to include retail, partnering with Ulta Beauty to provide an in-person experience, which proved crucial for their growth. Powell emphasizes the importance of flexibility in targeting consumers, noting, "Don't formulate a brand for an age, formulate it for a mindset or a condition, because you don't know who's going to be attracted to it" 2.

   

Consumer Connections

In a saturated skincare market, authentic consumer connections are vital. Christin highlights the importance of emotional connections and storytelling, allowing consumers to share their experiences with the brand 3. This approach fosters genuine engagement and differentiates Kinship from competitors. Powell believes that word-of-mouth is more impactful than influencer marketing, stating, "It's much more authentic when other people are telling the story of how great these products are versus the brand telling it."

   

Focus & Innovation

Staying focused amidst industry trends is crucial for Kinship's success. Christin stresses the importance of being aware of social trends without getting distracted by competitors' actions 4. She advocates for creativity and resourcefulness, drawing inspiration from industry leaders like Leslie Blodgett. Powell advises, "If you're ever at a loss for what, how to focus your time, just listen to your customers. They know what they want."