Kinfield: What Happened To The Brand After Shark Tank?
If clean beauty has taken on facial serums and lipsticks, why shouldn't it take on essential products like bug sprays and sunblock too? That was the question on Nichole Powell's mind when she started Kinfield. Powell grew up in Minnesota, where spraying her body with DEET insect repellant was just part of her routine. "[Kinfield] really began, though, when I was living in California," she revealed to Ayla. "While I was packing for a trip to Yosemite, I realized that I was still taking some of the same products with me that I'd used while I was growing up, like the spray can of DEET mosquito repellent and the artificially neon green aloe gel so many of us remember. [...] And it made me wonder, 'Why isn't there a brand making sustainable, transparent, clean, effective outdoor products?'"
By 2018, Powell was committed to growing her own brand of eco-friendly items, including Golden Hour, a natural mosquito repellent, and Kinfield's first official launch. According to an interview with Beauty Independent, Powell soon secured investments from angel investors, two institutional funds, and supportive family and friends.
However, Kinfield's most significant investment deal to date unfolded on ABC's "Shark Tank," a TV show that gives founders the chance to pitch their business ideas to a panel of investors. Powell said yes to two offers on the show and watched her company grow practically overnight.
Kinfield received multiple offers on Shark Tank
In early 2023, Nichole Powell stepped in front of the "Shark Tank" investors in hopes of receiving $250,000 for a 5% stake in her business. On the show, she described Kinfield as a modern outdoor brand offering clean bug sprays and suncare products. In addition to Golden Hour, the brand line-up included repellent wipes, mineral sunscreens, and gentle recovery products.
The entrepreneur explained that the company had been steadily increasing its sales since launching in 2019, and as of the episode taping in 2022, Kinfield had racked up $1.5 million in annual sales. Still, the "Sharks" investors were concerned that the business wasn't earning enough money and was overly invested in developing a retail presence. However, Barbara Corcoran offered $250,000 for a 10% stake, but her deal would require a $2 royalty per product until the investment is repaid. Kevin O'Leary followed up with a $250,000 offer for 5% of the business, including a $1.50 royalty per unit until $750,000 is repaid. Lori Greiner added her bid: $250,000 for a 5% stake with a $4 royalty per item until the investment is repaid. Finally, Tony Xu, a guest investor on the show, offered $250,000 for 10% of the company — no royalties required.
Corcoran revised her offer to match Xu's, prompting Powell to ask the two investors if they would be willing to work together. The Sharks agreed, and Kinfield walked away with $250,000 and two new backers.
Shark Tank immediately boosted Kinfield's sales
Kinfield's "Shark Tank" pitch was a success, and as Nichole Powell later shared with Katie Couric, "Getting four offers was surreal." Quickly after winning over the panel of TV investors, the brand experienced a surge in sales growth. According to Powell, January 2023 — the month the "Shark Tank" episode aired — saw 28 times the number of sales compared to the previous January.
Powell elaborated to BeautyMatter, "Shark Tank showed us that Kinfield is easily capable of delivering multiple six-figure revenue months in our 'quiet' season, when we have the right visibility." The founder added that, given the brand's success even during its offseason, she expected the following months to continue to show unprecedented numbers. "Our summer months are typically multiple times larger than our winter months, so starting the year with such a bang definitely is a strong indicator for a great year to come," she explained.
Kinfield is still thriving today
Kinfield had already earned media attention before its "Shark Tank" feature, and the company continues to generate buzz today with its clean approach to personal care necessities. Kinfield says it eliminates parabens, sulfates, phthalates, and synthetic fragrances from its products. Moreover, its formulas are vegan, cruelty-free, and designed to be safe for the environment. The brand is also committed to reducing waste and has launched its own recycling program to keep packaging out of landfills.
These values have surely won over the clean beauty crowd, but according to customer reviews, Kinfield's products are also reliable and effective — a must when it comes to bug blockers and sun protection. On the brand's website, the Golden Hour repellent has earned an average of 4.5 out of 5 stars, while other bestsellers such as the bug bite Relief Patches and Liplock SPF 15 Balm currently average 4.8 stars.
What's next for Kinfield?
Kinfield may have started with a humble mosquito spray, but it continues to expand as an outdoor skin and body company. In the fall of 2023, the brand launched its Sport line, complete with an anti-chafe balm, a natural deodorant, and cleansing cloths.
When Skincare.com asked Nichole Powell where she sees her company in ten years, the founder replied, "I see Kinfield being a pioneer for sustainability in consumer products that are both clean and effective, while creating and celebrating an inspired community of people who love the outdoors. I hope that we can continue to set the bar on incredible products that are powered by plants, backed by science, and part of a happy, healthy outdoor lifestyle." She also revealed to Beauty Independent that she hopes to partner with retailers in the future and explore non-traditional shopping experiences. "Concept shops like Showfields and short-term brand pop-ups are the kind of opportunities that afford us more room to play as a brand, and are a fun moment to share with our community, too," Powell explained.
Only time will tell where Kinfield will go, but with a history of quick growth and the support of two "Shark Tank" investors, the future is looking bright for the brand.