"This interview is with Kate & Anne Marie from Rowdy Kind, a plastic-free kids skincare brand. If you are looking for a burst of bath time fun that’s colourful, vegan, made for sensitive skins and handmade, then guess what?! That’s right, Rowdy Kind have got you covered for solid shampoo and body wash, conditioner, moisturiser, and even bath bubbles. I love how their story shows that their products were grown from a desire to find better planet and body friendly solutions for their own families, that have now been discovered & truly welcomed by many more families!"
Tell me about yourself and the work that you do.Hi! We’re Kate & Anne Marie and we are the women (and mums) behind Rowdy Kind.
We developed Rowdy Kind as we wanted a better solution for our Kids’ bathtime - better for their sensitive skin and better for the planet. With nothing existing in the marketplace tailored to kids’ needs, we developed our own formulations from scratch. Our entire range of plastic free bathtime bars are not only zero waste, but are also sulfate, paraben, PEG free as well as pH balanced to kids’ skin!
Our mission is to make ‘doing better, simpler’ for families. As mum’s ourselves we know that change is hard, but we also believe that even little changes (like ditching plastic bottles at bathtime) add up to one big difference for our kids’ future.
We’re here to help families to #raisethebathbar!
How or why did you get started?
Rowdy Kind started with a series of challenging questions from Kate’s son Chris, then 7, during bathtime one evening: “Why do we use plastic bottles if they are so bad?” and “Why are you still using baby shampoo on me?” started the search for a better bathtime solution. Kate wanted something that was made of quality ingredients and specifically formulated for kids’ sensitive skin, and Chris wanted something that wasn’t for babies, gender neutral (not Pink vs Blue), was “Cool and Fun” and most importantly plastic free!
When they couldn’t find anything in the market that suited their needs… the Rowdy Kind journey began.
A few months later, Kate was visiting then new mum Anne Marie (fun fact, Anne Marie is Kate’s sister-in-law) in Canada and shared the concept of Rowdy Kind. The entire vacation quickly became a working session and the two mums were officially on a joint plastic free bathtime mission.
What is your favourite thing about the work that you do?
Building Rowdy Kind over the past year has been incredibly rewarding.
We love helping families to make bathtime plastic free, and feel really good about making a positive change without having to sacrifice quality or performance (quite the opposite! Our bars perform as well as or better than their liquid counterparts). We love the idea of bars being the norm again at bathtime for this next generation - that would be fantastic!
It’s equally rewarding to hear from parents about how our products have helped to improve bathtime. Whether it’s due to the fact that our products have resolved a skin issue OR perhaps that our bars have taken the nightly tears out of bathtime by allowing kids to flex their newfound independence. Whatever the reason - we love getting stories from parents about how Rowdy Kind has made bathtime better (and more fun!) at their house.
What are you most proud of?
Developing the very first range of plastic free bodycare products specifically for kids. And sticking with it, despite the COVID-19 pandemic arriving two weeks after we launched the business!
What are your plans for the future?
World Domination… haha. No, but we do aim to work exceptionally hard to take as many plastic bottles out of bathtime as we possibly can.
What is the most challenging thing about the work that you do?The most challenging thing about our work at Rowdy Kind is to make products that deliver on our brand's promise of being optimal for kids’ sensitive skin as well as the planet, while also striving to make it accessible for families. It’s exceptionally difficult to do. Creating a product, for example, to be ‘Palm Oil Free’ is not only challenging but extremely expensive (80%+ of our products are currently palm free, with a goal of being 100% palm free by 2022). Coconut Oil is up to 75% more expensive than Palm oil.
At this point we know not everyone can afford Rowdy Kind, however, we plan to continue our high product standards while we continue to grow and innovate in order to make our bars even more accessible in the future!
Do you have a motto or quote that defines your practice?
Everything we do is hyper focused on being: Better for Kids’ Skin and Better for the Planet. This truly directs everything we do and every decision we make.
Do you have any advice for people trying to shop or live more ethically?
We all know diets don’t work, lifestyle changes do.
It’s the same principle when trying to be more eco-friendly!
Keep your eco-changes simple and fun to start and then just keep adding more on, don’t make it a chore or sacrifice, just a fun small change in routine that will gradually add up to a big difference.
ALSO - use social media for inspiration, there are so many amazing people out there with fabulous ideas!
What does a typical day look like for you?
Since we live in different times zones (Kate lives in the UK, and Anne Marie lives in Canada) the typical day looks a little different than most. The entire Rowdy Kind business is run via facetime, texts, and zoom!.
An average day for Kate (GMT):
6:30 - get up, get the cat fed, feed our rescue chickens & ducks ( :) )
7:30 - School run (my son takes a bus, so I usually walk him down to it)
8:00 - Get set up in the office or lab and take a couple of hours to power through the to-do list, which gives me time to pop onto social media as a “reward” over a cup of tea around 10am!
10:00-2:00 I have meetings, make amends to the website, or generally tick things off the list! Oh yeah, and some lunch
2:00 - Daily call with Anne-Marie. Get ourselves organised, make some decisions etc.!
5:00 - Head of to pick my son up from school!
6:30 - Family dinner, then maybe a little TV together.
9-10pm - finish up the last few things I really meant to do today
10pm - collapse! Read! Sleep… zzzzz
An average day for Anne Marie (EST):
6:00 - Toddler alarm clock goes off “Mummmmmm”
6:30 - Breakfast, dressed, a little playtime
8:00 - Leave for Daycare drop-off
9:00 - 11am - Have daily call with Kate
11:00 - 2:30pm - Rowdy Kind Work
3:00 - 7:30 - Family Time
7:30 - 10pm - Finish off Rowdy Kind work.
10:00pm - Go down some form of internet or social black hole for a bit then fall asleep
The time change actually works well for us, as someone is basically always available to answer customers' questions on social media & email.
Where can we find you on the internet, buy your work, or join in?
You can learn more at www.rowdykind.com and by signing up to our newsletter as we regularly send informative emails (and fun product announcements and promotions too!) Also keep up to date with us daily by following @rowdykind on instagram!
If you are ready to jump into the plastic free bathtime (WELCOME! The water is warm) We are available for sale on our website, as well as over 30 eco-retailers (and growing weekly) all across the UK! If your local shop doesn’t carry us yet - make sure to tell them about us!
Is there anything else you would like to share?
We LOVE hearing from our future and current customers. Questions, Feedback, Ideas, Suggestions - we love them all! Please don’t hesitate to get in touch via email@example.com or send us a DM @rowdykind
- Kate & Anne Marie