Naomi Osaka’s vegan and cruelty-free suncare line KINLÒ has launched in 2,500 Walmart stores.
The brand joins together Osaka’s heritage (Kin and Lò mean “gold” in Japanese and Haitian Creole respectively). It was designed specifically for people of color.
At the time of launch last year, the tennis champion stated: “Through my personal experience and learnings, I have found that Black, Brown, and other melanated skin-toned communities are often an afterthought in the discussion and research surrounding suncare.”
KINLÒ’s standout products include its plant-based, moisturizing Hydrating Facial Oil, which features jojoba and olive oil, and its water-resistant, lightweight Golden Rays Sunscreen SPF 50+. The latter now comes in three shades: Light, Medium, and Deep.
The brand is also launching a few new products for Walmart. These include its Always Golden Body Lotion and a Cooling Body Gel Moisturizer. The latter features soothing aloe vera and an orange peel scent.
As well as in-store, customers can also shop KINLÒ’s products at walmart.com.
Celebrities changing the beauty industry
Walmart’s beauty merchandise director Angel Beasley said Osaka is “truly a pioneer in her work.”
While things are beginning to change (largely thanks to Rihanna and her ultra-inclusive makeup line Fenty Beauty), people of color are underrepresented in beauty. And suncare is no different. Many SPFs leave a white residue on the skin, for example.
Osaka told Women’s Health: “It wasn’t enough to make products that didn’t turn our dark skin white and didn’t have harsh chemicals.”
“I also wanted to dispel the myth that just because you have dark skin and don’t burn means you don’t need to take care of and protect that skin.”
Osaka is far from the only celebrity to launch a cruelty-free beauty line.