Meet the kindred spirits behind New Zealand's new natural range, Kindred Haircare. Style Director Louise Hilsz shares the range of hair products she’s never without.

Not all best friends can spend all week working together, but for the dynamic duo at Auckland's Hiem Salon, co-owners Kurt Counsell and Whitney Steven say, "For us, it just works." Working together for almost a decade, it was a natural progression to open a salon. Together through the highs and lows of friendship and the challenges of running a business during a global pandemic, late in 2020, they decided to launch their brand, Kindred Haircare. "We have the same interests, values, and worldviews. And the same hairdressing style. Each day we aim to create the best looking lived-in, natural-looking hair colour and low maintenance cuts, so it's easy for our clients to take care of their hair at home," says Counsell.
Read on to learn more about Kindred Haircare

The founders of Kindred Haircare, stylists Kurt Counsell and Whitney Steven, and Hiem Salon in Auckland.

Where did the name come from?

Kurt Counsell (KC): Kindred is a play on the term kindred spirit. Which for people means like-minded and like-souled with the instant connection of love and understanding. That is how we want people to think of Kindred Haircare - to hold the same belief, attitude or feeling.

You're brave launching Kindred Haircare during a global pandemic, what inspired you to take that risk?

Whitney Steven (WS): Our own brand was on cards for a while, however, when we entered into lock down it really solidified the need for a passive income. We spoke with many manufacturers and finally came across one that could offer us what we needed as a small start-up business. Our intention from the onset was that Kindred would be the range we would offer and use at Hiem Salon, however with online sales growing there is an obvious need for the range, and we are so happy that people are choosing Kindred.

Did you look to other brands for inspiration?

KC: Many boutique haircare ranges have inspired us. We love seeing more choice out there, especially in the ‘clean haircare’ sector. We knew what we wanted the product to look like, simple minimalist and gender-neutral. The ingredient list from our manufacturer was also on point. They only use naturally derived ingredients for us as well as other hair companies.

Where is the product made? And the packaging?

WS: Our product is formulated, produced and packaged in Queensland, Australia by a small private hair and skin care manufacturer. The packaging supplied by us to them is 100 per cent recyclable.

Kindred cleanse & Condition

Kindred Cleanse, $36. Kindred Condition, $36.

What makes this range special?

KC: Firstly, we are both obsessed with scent; our range has 97% naturally derived sandalwood, vanilla, sage, coconut, fig, passionflower, geranium and jasmine green tea. Made in small batches, the products shelf life is always fresh. Developed with luxury in mind, Kindred Haircare will change the way you feel about your hair from the first wash, proving that nature’s ingredients can feel just as luxurious as our high-end chemical competitors. It is safe for you and your family and safer for our environment.

What's in the formulations that make the range unique?

WS: An array of natural actives that also serve a special purpose. First, a naturally derived gentle cleansing agent made from the fatty acids in coconuts. And herbs such as comfrey to soothe inflammation and stimulate the scalp and help to lock in moisture. Hydrolyzed quinoa, jojoba esters, elderflower and waratah extracts, flaxseed, argan, olive, and avocado oils. Theses help keep hair hydrated, detangle the hair gently, and repair damage. While Hibiscus Sabdariffa Flower extract helps to make the hair feel thicker, it adds volume, softness and reduces split ends. Finally, all our products are free from silicone, sulfates, parabens, ethoxylates, paragons, propylene glycol, petrochemical cleansers, phthalates, DEA and artificial colours, and not tested on animals.

Kindred Styling & repair Products

Kindred Serum, $38. Kindred Hair Polish, $38. Kindred Ocean Mist, $38. Kindred Repair Mask, $46.

What advice would you give others who are considering making their own products?

KC: Have the vision, start small, find a company willing to work with small-batch runs, and then stick to the plan.

What are your favourites in the range and why?

WS: The Pomade, it’s so versatile. Perfect for smoothing a sleek ponytail or separating curls and eliminating frizz. Also, the Argan Oil Serum. It smells so good. I use it in my hair wet and then again after I have heat styled it. It’s not too heavy and so hydrating. Also, use a few drops in the repair mask to create an intense treatment.
KC: Strength Shampoo, my hair has never felt thicker, my hair used to fall out when I ran my hands through it, I am noticing less fall; it’s really improved in the past six months. Also, the Ocean Mist. The smell is so lush, and it leaves my hair looking natural, without the look of hair product in it, which I love.

Do you have any additional products planned?

KC: Yes, two new products are coming. Blonde shampoo, which is super hydrating and leaves your blonde colour looking shiny and bright, not ash or with a purple tinge. Also, a Texture Dust. It’s a volumising dust powder you use in dry hair to boost volume at the roots and give hair texture and bounce.

Shop the range

BeautyEQ Team Pick’s

Kindred Hair Polish, $38.

Editor Trudi Brewer

I really rate the Hair Polish. After blow-drying like a serum, I use it to eliminate the frizz and flyaway from my thick, wavy hair. Also, it adds instant shine and smells great. I also love the tin packaging, which is ideal for travelling. My hubby is also dipping into this polish. He’s a silver fox and loves that he can apply it to wet hair for some texture, but it doesn’t make his hair look greasy - it’s a winner.

Style Director Louise Hilsz

I have bleached blonde hair, so I’m obsessed with the Clean Blonde. I use this once a week, which leaves my hair in the perfect tone, which is an absolutely great achievement with the amount of chemical damage I put my hair through every few months.