Launched in 2019, Kinfield makes Great Essentials for the Great Outdoors—effective, plant-powered skincare and body products made from ingredients that are safe for both people and planet.

They believe in a happier, healthier tomorrow through more time in the great outdoors, and are creating products you actually need to make the most of your time in nature, whether you're in the backcountry or your own backyard.

We’re talking about what makes a sustainable company and how they tackle things like packaging when trying to do better for the planet, Nichole’s 3-step process to validating the idea and her lessons learned along the way being a venture backed, female entrepreneur.

Starting Kinfield: The Funding Struggles

Nichole didn’t come from an entrepreneurial background, and like many new founders, she faced significant challenges getting Kinfield off the ground. One of the toughest parts? The hefty startup costs, especially in the consumer products industry. With no previous experience pitching to investors, she had to figure it out on the fly. After connecting with Precursor Ventures, led by Charles Hudson, who specifically invests in minority and female founders, Nichole managed to raise a small friends and family round. This gave her the much-needed capital to turn her idea into reality, but it wasn’t easy.

One of the standout moments was when she met her first angel investor. Nichole recalls being nervous about not being "ready" to pitch, but her investor was patient and simply wanted to hear her vision. Sometimes, all it takes is that initial, welcoming conversation to gain the confidence to move forward. Nichole learned that in early-stage pitching, it’s essential to demonstrate a clear need and show the gap in the market.

Becoming a B Corp: What’s That All About?

Here’s something that Nichole is passionate about but doesn’t get asked enough—Kinfield is a Benefit Corporation (B Corp). So what does that mean? Well, while most companies are structured to prioritize their shareholders, a B Corp has an additional purpose: to provide a public benefit. For Kinfield, this meant making decisions that align with their vision for a more sustainable future, like choosing eco-friendly packaging, even if it’s more expensive.

Nichole wanted to ensure that, no matter who invested in Kinfield, the brand’s sustainability mission would never be compromised. Incorporating as a B Corp built this ethos into the foundation of the company, making it clear to every future investor that Kinfield isn’t just about profit—it’s about preserving the planet for future generations.

And beyond their B Corp incorporation, Kinfield is also pursuing official certification with B Lab, which is a rigorous process but one that further validates their commitment to sustainability. How cool is that?

What Does It Mean To Be a Sustainable Brand?

Nichole knows that being a sustainable brand isn’t always straightforward. Take Kinfield’s packaging journey, for example. Initially, she thought glass would be the best choice because it’s recyclable, but glass is heavy, requires extra packaging for shipping, and isn’t the most practical for outdoor activities. After weighing these factors, she opted for lighter, more practical packaging with less waste. Kinfield even ships without excess packaging and uses eco-friendly materials like SFI-certified boxes and paper tape. They also offer a recycling program for their bottles—how thoughtful is that?

The key takeaway here? Sustainability is about minimizing waste in the first place, not just choosing recyclable materials. Nichole advises consumers to ask questions—if a brand truly cares about sustainability, they should be able to explain their choices in detail.

Launching Kinfield: How Nichole Found Her First Customers

Finding those first customers can be daunting, but Nichole took a grassroots approach. She connected with communities like the Bay Area Outdoor Women Facebook group, asking them to fill out surveys and test her products during development. Those early testers became her first customers, and word-of-mouth played a big role in Kinfield’s initial growth.

Kinfield didn’t rely on paid ads for the first year. Instead, they invested in PR, working with a PR firm that introduced them to the right editors and writers. Nichole’s products and mission resonated with journalists, and soon Kinfield was featured in publications like The New York Times, Refinery29, Vanity Fair, and PopSugar. This press, along with the enthusiasm of early customers, helped Kinfield build momentum without traditional advertising.

A Love for Her Customers

Nichole adores her customers and community, so much so that her team sometimes has to remind her to take a step back. But that passion for understanding and engaging with her community is part of what makes Kinfield so special. Nichole knows that if you create products people love, they’ll spread the word organically.

So, whether it’s outdoor essentials or sustainable practices, Nichole and Kinfield are setting a great example for how brands can do better for both people and the planet. And it all started with a vision, a supportive community, and a determination to bring something truly meaningful to the market.