Building your own beauty brand with Dharni Patel of KINDIA Beauty
Beauty is a constantly growing industry with so many product and brand options. In recent years, more efforts have been made for inclusivity and we've seen more women of color owned brands step to the forefront.
KINDIA Beauty’s founder, Dharni, never expected to work in the beauty industry before embarking on this journey. Her experience with beauty and skincare was limited to homemade face masks made by her mother. Exposure to beauty was based on eurocentric standards shown on TV and billboards, which never resembled anyone she was surrounded by — her Indian family in Kenya.
In 2014, she moved to Los Angeles and later launched her own Influencer Marketing agency, working with some of California’s hottest upcoming content creators. Brands she worked with were predominately in the beauty and wellness worlds and part of her job was telling their story. That's where her creative itch to tell her own story began. KINDIA is a story about heritage, traditions, lived experiences, and authenticity.
In her two year development phase creating her iridescent face masks, Dharni had three non-negotiables: they had to be clean, hug the face allowing you to move around freely, and when applied, look (in her own words) “super dope.”
Dharni has surrounded herself with the best designers, creatives, chemists, entrepreneurs and marketers who have all supported her in her journey in building KINDIA; a new wave of beauty that celebrates who you are as you are.
Below, Dharni answers a few questions about her journey in starting her own stellar (seriously, I love these masks), beauty brand.
Q. What’s the story behind KINDIA?
A. Where do I even start — it is a strong reminder that even in moments of feeling fearful do it anyways. I started this brand as a playful reminder to heal insecurities and make skincare fun. This translated over as what truly matters is your energy and aura.
It doesn't (or shouldn't) truly matter what you look like, what color your skin is, the texture, your hair type, body size — it is your energy that takes you where you want to be. Energy doesn't lie which is why we named our masks "aura." It's all about exchange. It is a gentle reminder to put yourselves out there and celebrate who you are as you are. The category is YOU.
Our goal is to release mindful products that evoke energy and aura and that could be within the beauty space or different verticals.
Q. When’s the best time to use each mask?
A. Personally, I love to use aura drip after a workout or when I've done something physically strenuous or have been out in the sun. It helps with inflammation and moisturizes the face. When I do use the mask, I don't have to continue with my full skincare routine as it acts like the serum and moisturizer without leaving an excess product and tackiness to it.
As for aura bounce, it is the best for when I've worn a bunch of makeup and my skin needs a break, it feels amazing and my skin feels like it has life in it again!
Both are so ideal for when you're busy (and when you're not) as they are designed to stay on the contours of your face.
Q. How does it feel to be a WOC in the beauty industry?
A. It is liberating! It keeps me hopeful and is an honest testament that there is a space for us. Products designed by women who look like us, for people who look like us.
Q. Any advice for those who have a passion they want to pursue?
A. Don't settle. Even if it doesn't make sense to others and it makes sense to you, do it. Do it with an honest heart and lots of passion. It will translate, not just in beauty, but in general.
You can shop KINDIA's products on their website, right now there's free shipping on orders $40+. Take 10% off your purchase when you use code ALLISWELL.
Keep up with the brand by following them on Instagram.