LoveKind bets on turmeric-based beauty with a purpose

28-Jul-2020 - Last updated on 28-Jul-2020 at 17:19 GMT

$© Getty Images \ (Tatiana Parfenteva)$

The newly founded collective has announced an equity ownership partnership with Yellow Beauty, a brand that holds turmeric as its hero ingredient and the imperative to end child marriage in Bangladesh as its mission.

LoveKind is a collective led by Loren Shifrin and Amer Sabanadzovic, of the Ontario Canada – based financial services firm Revolution Capital. And according to the collective’s press release about the Yellow Beauty partnership, “Through equitable ownership, access to investment capital and hands-on management, LoveKind partners into small businesses with strong growth potential in an effort to drive brand development, profit maximization, and achieve overall expansion.”

This is the collective’s first deal with a beauty brand. The other businesses in the LoveKind portfolio are in food, beverage, and coworking.

Purpose-led Yellow Beauty prepares for big business changes with the help of LoveKind

Jaz Fenton and Jamil Bhuya founded Yellow Beauty in 2016 to bring the benefits of turmeric to skin care, to share the legacy of Haldi ceremonies with people beyond South Asia, and to help end child marriage.

The brand’s current product portfolio is only three-deep: a facial elixir, formulated with vitamin E and a blend of oils including turmeric oil; as well as a powdered facial scrub and a powdered facial mask.

Now, in partnership with the LoveKind team, Fenton and Bhuya have plans to rebrand Yellow Beauty, update product packaging, build a better ecommerce strategy, take the brand wholesale across North America, and grow the business into new categories—namely beauty from within.

“We are thrilled to be working with LoveKind in an effort to continue to develop and mature the Yellow Beauty brand,” Fenton, CEO at Yellow Beauty, tells the press.

“We are firm believers,” she says, “in naturally nourishing your skin and body with products and ingredients you can feel good about. Through this partnership we have the opportunity to build on our existing range of products using our main ingredient, turmeric, to create the best possible formulas and products that directly benefit the skin's health.”

“We are also excited to rebrand and refresh our packaging with sustainability in mind and with the goal of honouring Ayurvedic traditions and the history of the turmeric root to really support the integrity of our brand. With the help of LoveKind, we are grateful to be able to refine our online shopping experience and grow our platform and community internationally as we continue to honour our mission of helping girls be girls,” adds Fenton.

A first beauty deal for the LoveKind collective

Even though Yellow Beauty is LoveKind’s first partner in the cosmetics and personal care sector, the collective has set its sights high, positioning the brand as a leader in the increasingly crowded clean beauty market:

“As we continue to develop our growth strategy...we are excited to be expanding our portfolio within the beauty and lifestyle category,” says LoveKind CEO Loren Shifrin in his remarks to the press.

“Our vision,” adds Shifrin, “is to establish Yellow Beauty as a leader in the natural and clean beauty space and become a one-stop-shop for holistic self-care.”

“Using the LoveKind platform and company resources, we will focus on refining and expanding the existing Yellow Beauty product line and exploring new innovative categories such as ingestible beauty. The rebrand will also focus on building the brand's wholesale presence within North America and improving the digital shopping experience for our growing community,” explains Shifrin.