Wieden + Kennedy India teamed up with brownkind Dermascience

Wieden+Kennedy India is proud to announce the successful launch of brownkind in the US, a  skincare brand that challenges traditional beauty norms & is designed specifically for people  of color. The brownkind team's collaboration with Wieden+Kennedy Mumbai resulted in a  distinctive brand launch, embodying authenticity and inclusiveness.

Through thoughtful brand name selection, packaging, website, and positioning, the Agency  Team set out to redefine how skincare is perceived.  The seamless year-long process across continents involved conceptualization, strategy, and  design in Mumbai, ethnographic research in the NYC market, manufactured in Singapore,  and packaged internationally. 

The identity and positioning were crafted with the utmost care, keeping in mind the various  cultural elements, values, and beliefs of the communities that brownkind represents. Borne out by the conviction that skincare for skin of color should not conform to Eurocentric  norms, brownkind emerges as a beacon of diversity and representation in the beauty  industry. 

“So happy to see a doctor couple taking the lead for people of color, the world over and glad  to be part of this journey. To me it's an emotional product line up, hence right from naming  to positioning of the brand we were very keen to bring the human aspect as strongly as  possible. It involved a deeper understanding of diverse human mindsets, and also the beauty  of different skin tones and breaking free from the conventional molds that restrict people of  color. The brand aimed to recognize and amplify the unique beauty of individuals with skin of  color” Santosh Padhi (Paddy) Chief Creative officer, Wieden + Kennedy India. 

Speaking on behalf of brownkind Dermascience, Co-founder, Dr. Gauri Desai “W+K has  invested creativity and passion into the process, bringing the brand to life in a way that  perfectly aligns with our vision. As founders, this is not just a launch; it is a manifestation of  our commitment to creating an inclusive brand that walks the talk” 

Founder, Dr. Abhijit Desai said “Brownkind is a brand that stands for diversity and  authenticity, driven by the belief that melanated skin is unique and should be celebrated.  And, the team at W+K has meticulously steered every facet of the brand from ideation to its  current vibrant reality. Showcasing melanin's importance & its benefits for brown skin in  skincare shines through in brownkind, positioning it at the forefront of a new skincare  revolution”