UKTV Ventures partners with plastic-free cosmetics brand, KinKind, in airtime-for-equity deal

Coinciding with Plastic Free July®, award-winning broadcaster UKTV has today announced it has invested in plastic free toiletries company, KinKind, using its multi-million pound investment fund, UKTV Ventures.

KinKind’s brand mission is to help UK families eliminate plastic in their bathrooms. The UK-based start-up, founded by Victoria Coe in 2019, manufactures 100% plastic free, solid shampoo, conditioner, bodywash, shave and moisturiser bars and sells direct-to-consumer. The products don’t compromise on the user experience, and the unique combination of product and purpose has won the company multiple industry awards including the UK Retail Supply Excellence Award 2020.  

UKTV Ventures’ £1 million “airtime-for-equity” investment will see KinKind launch its first UKTV advertising campaign on September 1st across the broadcaster’s seven linear channels – Dave, W, Gold, Alibi, Drama, Yesterday, Eden. KinKind will benefit from access to an audience of over 26 million viewers a month and in return, UKTV will gain an equity stake in the business.

Victoria Coe, Founder KinKind, said: “At KinKind we believe that families can create positive change against plastic pollution and climate change, and our products are an easy, effective and enjoyable way to radically reduce the use of plastics in our bathrooms. Our team pride ourselves on disrupting the UK toiletries market, and we are excited to take the next step to raise mass awareness and availability of KinKind and grow the business thanks to the huge new audience that tunes into UKTV’s channels.”

Brendan Kilcawley, head of commercial UKTV Ventures, said: “We are very happy to be partnering with KinKind at this exciting time for their business. At the core of KinKind is their commitment to providing planet-friendly products, and this sits perfectly with UKTV’s own commitment to sustainability across all areas of the business.”

UKTV Ventures is committed to helping companies new to TV advertising build their brand and scale up by benefiting from the wide reach, trust and recognition only achieved through TV advertising. Similar to venture capital, UKTV Ventures is a funding model which invests airtime, instead of cash, in burgeoning high-growth companies looking to accelerate their growth. UKTV Ventures’ deal with KinKind follows their recent investments in e-commerce booking site easyGuide and social media platform, WeAre8.